If you’ve ever read success stories of entrepreneurs, you know most have one thing in common: They take risks. Yet within larger organizations, people tend to be content to take the safer path. Not Randall Heilik, who was the Marketing Manager of Calgary-based supplement specialists AOR. After multiple blockbuster campaigns under her helm, she’s now the the Product Manager who is responsible for the positioning and coordination of bringing all products to market.
She went all-in. Rather than spending her marketing budget with a sprinkle of dollars here, there and everywhere, she placed it all in one big bet. “I’ve always been a believer that you have to commit 100 percent. Conventional wisdom will usually seek pilot programs, or desire to dip our toes in first to gauge a new marketing concept. Ninety-nine percent is hard – 100 percent is easy, how else would you realize the full potential of a decision if you do not commit fully? In modern times, I knew if we wanted an effective marketing strategy, we needed all channels working together. The very notion of a dabble, or pilot program is counter-intuitive for proving a concept because the sample size is too small that it will not gain traction – it won’t produce any significant value. You need to hit critical mass to get the flywheel going, gaining shares and the viral effect.”
“Ninety-nine percent is hard – 100 percent is easy, how else would you realize the full potential of a decision if you do not commit fully?”
It’s no fluke either; we have done several campaigns now, achieving 5 times the investment. And remember success isn’t only measured financially, success comes from what you count. I am very content with our social nature campaigns, and would absolutely define them a success.
“Something struck me as significant when I learned about what Social Nature does, and how they do it. It took me just 3 days in deciding to commit 100 percent to Social Nature for my 2018 marketing efforts.”, she says. “The ability to intimately connect to a hyper-targeted audience was quite simply, a no-brainer. The fact that Social Nature has an established and engaged repository of millennials, which represent a highly lucrative portion of the market. Any marketer knows understanding what drives millennials is crucial to success in today’s economic climate.
“The ability to intimately connect to a hyper-targeted audience was quite simply, a no-brainer.”
“Social Nature’s technology and dashboard also enabled me to view all the traction – people that are part of the recruitment program. I would have never had access to facts like value graphics and demographics in direct relation to our brand and products within this period (and budget).”
Results and rewards
It’s not just about a lovely journey. Social Nature deliver results too. So far AOR has run a number of campaigns, sampling products like Breath Biotics, a probiotic breath mint that helps improve oral health, and Cogni Omega 3, which is a vegan and carrageenan free softgel, a worlds’ first technology.
For Breath Biotics, 4,730 consumers were activated and 80% reviewed the product. 84% said they intended to purchase, and 11,241 new consumers were influenced through word of mouth. Breath Biotics was able to move out of the slow moving category selling 3 times as much as before the campaign.
For Cogni Omega 3, 2,580 consumers were activated, 84% reviewed and there was a 92% purchase intent. Moreover, beyond these metrics I learned what values to lead with, and some others I should change in order to improve customer value.
“Now have these intimate insights to tell our retailers that 18,000 members of the target market wanted to try our product with positive intent to purchase, and overall over two million brand views.”
It’s also helpful in gleaning data to share with everyone from her in-house team to her sales reps. “Our space is becoming more competitive. We’re a premium-priced product and a lot of retailers maybe want to pick up some competitors because they’re cheaper and their products are easier to sell, but I now have these intimate insights to tell our retailers that 18,000 members of the target market wanted to try our product with positive intent to purchase, and overall over two million brand views.”
Anyone can sample products out, or can they?
She does have one warning for fellow marketers. “Some may assume that what Social Nature does is easy, and can be replicated by themselves, but that’s not the case. A company our size cannot objectively obtain the same analytics, it takes time to build a repository of varied consumers, and there is a unique set of skills required. Anyone who has conducted focus groups before knows it requires substantial financial investment, requires time to set it up, run it, and account for inconsistencies and finally comb and present the data. When I work with Social Nature I get instant data, relevant data, and finally objective data. They soften the financial investment and time invested compared with traditional market research – I get a whole dashboard to see real-time information, plus beautiful PowerPoint presentations that are so well done I can just slap my own logo on it and present to my exec team and relevant stakeholders.”
“When I work with Social Nature I get instant data, relevant data, and finally objective data. They soften the financial investment and time invested compared with traditional market research.”
Heilik also contributed success of the campaigns to the exceptional attitude of the team – the way Social Nature’s team followed up and stayed conscious of my unique milestones, and most of all, their flexibility.
“I must have changed my campaign plans 12 times and yet everyone remained understanding and knew exactly what they were doing. It was such a pleasant experience to collaborate. Living in today’s technology rich world might lead one to believe that interpersonal relationships are not as important as in “the old days”. Contrary to this perception, I believe human relationships are more important than ever. While delivering quality services and products is inherent to success, most people also want to do business with someone whose company they enjoy! Their name is perfect for what they do; they create social rapport for B2C and B2B.”