Marketing & Promotions
To drive product sales and promote health behavior change, Living Goods employs best practice marketing strategies from consumer brand powerhouses like P&G, direct-selling pioneers like Avon, and social marketing leaders like PSI. We are constantly testing new marketing programs and product promotions. Rapid trial and error is a core part of the Living Goods DNA. As such, we’ve had plenty of misfires along the way. The key is to fail fast and fail cheap. “Do, learn, fix” is Living Goods guiding philosophy.
Several of our marketing experiments are proving quite effective and now have an ongoing role in our marketing strategy. Loss leader promotions, group-based sales, health education events, and influencer targeting are a few of our particularly effective programs. Strategies that tap into the strong social networks of poor consumers and facilitate word-of-mouth are the most proven performers in markets at the base of the pyramid (BoP). Technology is also increasingly playing a role in BoP marketing. Mobile marketing is poised to take up the mantle of Living Goods marketing efforts. Our 2010 SMS marketing pilot indicated enormous potential to harness mobile technology to drive sales and behavior change. Since then, we built a custom SMS marketing portal to send our customers automated adherence reminders, branded texts, health tips, product promotions, and more. This is just the beginning of our foray into mobile marketing. We are continuing to expand our technology platform and will integrate mobile payment, social networking, and CRM tools in the months to come. Read more about our mobile platform here.