Boost your marketing know-how with these powerful Expo West sessions

The hard work leading up to a product launch means nothing if sales fizzle. Learn to make sales sizzle at these seminars featuring industry marketing veterans.

Douglas Brown, Senior Retail Reporter

February 20, 2024

3 Min Read

The launch of the new line of ashwagandha-infused chips began with an idea. Then came friends and family investments, R&D, product development, additional investments, forging relationships with distributors and retailers, manufacturing and figuring out sustainable packaging.

Off to the races, right?

Not so fast. No matter how grand the product, it’ll flop if nobody buys it. It’s time to go all in with marketing.

But how best to tantalize consumers enough to persuade purchases? In the natural and organic products industry, the answer is not as straightforward as in many others. Nailing marketing hinges on education. (What’s ashwagandha? Why should I consume it?) Sales success depends upon understanding the best channels for your novel product: Instagram? Traditional media advertising? Amazon? Events marketing? Fluency in trends matters, too. Can the chip brand join conversations around sustainability? Regenerative agriculture? Upcycling?

Marketing serves as a vital foundation for all brands hoping to thrive in the hyper-competitive natural and organic products marketplace. And at Natural Products Expo West this year, we offer a range of educational content aimed at helping you achieve marketing goals.

Using Mission Based Business as a Catalyst for Consumer Acquisition and Growth

Hear two real-life case studies of how a mission-based brand and a mission-based retailer have grown faster than industry averages while delivering best-in-class experiences for their customers. Hosted by Alive Publishing’s Group VP of Publishing Nina Wagner, who provides a statistical overview of consumer perspectives on mission-based businesses, and then moderates a panel style discussion with True Grace founder Kristina Hall, and Jimbo's Naturally founder Jim Someck.

Sponsored by: Alive

Date | Time: Wednesday, March 13, 9:30-10:30 a.m.
Location: Marriott, Platinum Ballroom 3-4

Amazon Dimes: 10 Things Every Marketer Needs to Know in 2024

Capturing more than 37% of online sales, Amazon is more than a marketplace; it's an ever-changing digital showcase of consumer trends and buying behaviors—if you know where to look.

Jump aboard as self-proclaimed Amazonoholic Ryan Mulvany dives deep beneath the surface of Amazon waters to spotlight the trends and tools he's personally used in his ongoing quest that has facilitated billions of dollars of Amazon sales.

Audience members will learn:

  • How to comprehend Amazon's marketplace from a data perspective.

  • What Amazon's biggest categories are from a revenue and growth perspective.

  • How to spot the best-selling brands and products in a category.

  • How to identify popping topics and trends that are bubbling up quickly.

  • The tools used by Amazon's most cutting-edge marketers.

Date | Time: Wednesday, March 13, 1:30-2:15 p.m.
Location: Marriott, Grand Ballroom E

Social Media Musts: A Brand's Guide to Leveraging Platforms in an Ever-Changing Landscape

Join us for an insightful panel discussion where industry experts and thought leaders converge to explore the dynamic realm of social media and its significance in brand strategy. Our panelists will delve into key topics, including content strategy, community engagement, influencer partnerships, and the latest trends shaping the social media landscape. Whether you're a seasoned marketer or just venturing into the digital space, this panel promises to equip brands with valuable knowledge, proven strategies and practical tips to help them thrive in the ever-evolving world of social media.

Date | Time: Wednesday, March 13, 3:30-4:30 p.m.
Location: Marriott, Grand Ballroom F

Join HowGood, the world's largest sustainable ingredient database, and New Hope's MarketReady Insights for a pragmatic exploration into measuring product sustainability and crafting impactful claims. Uncover strategies to promote your brand responsibly, avoiding potential regulatory pitfalls while riding the wave of consumer interest in eco-friendly products.

Date | Time: Wednesday, March 13, 4:45-5:30 p.m.
Location: Marriott, Grand Ballroom F

The Sampling Effect: Influencing Sales by Creating Buzz and Converting Shoppers

Sampling is central to the natural and organic products industry. But nailing the sampling game is about much more than just offering nibbles at retailers. Making it thrive requires strategy and lots of savvy.

Date | Time: Thursday, March 14, 3:30-5 p.m.
Location: Marriott, Platinum Ballroom 3-4


Natural Products Expo West, the leading trade show in the natural, organic and healthy products industry, begins March 12 at the Anaheim Convention Center in Anaheim, California. Click through for the agenda, registration, travel information and more.

About the Author(s)

Douglas Brown

Senior Retail Reporter, New Hope Network

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