Friday, March 9, 2012
Nature Valley sales climb
A General Mills brand that's all about the outdoors, energy and experience, Nature Valley has just launched a website that takes you on virtual hikes of some of the most famous trails in a few national parks.
Why spend a million dollars on a site that doesn't explicitly sell product?
In a New York Times article on the project, Nature Valley marketing director Scott Baldwin puts it this way, “Supporting lifestyle causes that your customers care about is what’s going to keep them loyal to you, and when they have a choice, maybe they’ll choose you.”
It's a strategy that seems to be working for them as they've gained nearly four points of market share, to 41% of the market. It's a strategy that works only because they know their brand and the people who buy their bars.
If you know your brand, you don't always have to sell your product to sell your product.