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Supplement and functional food brands that work with influencers should work with more than one, and should use multiple communication channels, according to marketing expert Amy Summers.
Influencers who champion supplement and functional food products to their followers give those brands great opportunity for exposure to a welcoming audience, but companies must be selective when choosing influencers—yes, more than one—who will speak about their offerings, notes Amy Summers, owner and president, Pitch Publicity. In this podcast with Sandy Almendarez, content director, Informa Health & Nutrition, Summers covers best practices when using influencers, including:
An “assessment test” to ensure an influencer is the right fit for a brand
The importance of providing feedback and guidance to influencers
Using many influencers and asking them to distribute messages on various outlets to ensure a far reach.
Summers will be speaking at SupplySide East in Secaucus, New Jersey, on “Selecting a Spokesperson for your Supplement,” on April 21 at noon.
editor in chief, Informa
Sandy Almendarez entered the natural products industry in 2009 when she joined Virgo Publishing (now Informa Exhibitions) as an assistant editor. Since then, she's worked her way up to editor in chief where she writes, edits and manages content for INSIDER. Under Sandy’s direction, INSIDER has won editorial awards from Folio: every year since 2014, including B2B Editorial Team of the Year in 2015.
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