MonaVie Building Trust
Posted on September 16, 2009
Filed Under General |
One of the most successful businesses today is MonaVie, which markets a line of healthy and nutritious juice blends. They are a networking company, or MLM, and are experiencing a lot of growth. Most of their business today is domestic sales, but they are expanding into new markets and expect to be in fifteen countries by the end of 2009. There are many reasons they are finding success. They have a good product and an enthusiastic distributor force. And MonaVie is also doing the work to establish trust and bring in new customers.
Network marketing companies like MonaVie have to build their customers differently than a traditional company. Traditional companies use a lot of print and other media advertising to reach potential customers. They work for decades to build up brands that customers recognize and buy on a consistent basis. In contrast, a company like MonaVie must use other methods to reach and gain new customers and distributors.
MonaVie is not a brand that is fighting for shelf space in grocery, health, and specialty stores. They market their products through independent distributors. These independent workers concentrate on building up their own base of customers for the product. They do this through word of mouth and sometimes through parties or meetings. Many even have their own website and do email marketing.
Since MonaVie does not use traditional advertising media, they need to use other methods. MonaVie has become almost an expert on new types of marketing like the internet and social media sites. They have links and ads on the internet for their main ingredient, the acai berry. They also have information on social media sites like YouTube. In this way they are meeting many people who would consider buying a nutritional product from a nontraditional source.
This past year they also entered sports marketing, which some feel is a great way to build trust with customers. One noted their sponsorship of a car in the Indy 500, and said it was a good strategic move especially since MonaVie is going after a larger market share and trying to add new distributors. Having a sponsored car at Indy sends the message that MonaVie is an established and successful company. They are organized and have a structure in place. In a sense they are a safe company and can be trusted. They are a company that people want to buy from and work for as a distributor.
Other moves that MonaVie has made to reach potential customers and distributors include sponsoring a successful professional bike team MonaVie Cannondale. This team has events throughout out the U.S. and in other countries, and when people see the MonaVie Cannondale label they again think that the company is successful and firmly established. And they truly arrived when they had themselves named as the official drink of the Boston Red Sox.
Reaching customers and building trust is an essential strategy for a business like MonaVie. They need to project an image of success and quality. And based on the current results it appears MonaVie is doing everything it needs to do to win customers and distributors.
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