Case Study
Organic Trade Board
The Challenge
Delivering our three-stage training workshop in a way that can be accessed online and with easy steps that any member business could take to review and improve its marketing strategy, no matter its size and current marketing sophistication.
Organic Trade Board members have one thing in common - they are all dedicated to organic as a core ethos for their products. Whilst organic certification is strictly regulated, what it means to the consumer varies widely depending on the sector, brand and buying occasion.
General Manager of the Organic Trade Board, Cristina Dimetto said in her brief to us: “Given the two years of focus on health and wellness in the market, why is the organic message so hard to deliver? Our members need help to identify what they should be saying to their customers and when.”
The Solution
Atalante developed a series of 90 minute webinars complete with notes and 'homework' designed to take members through our three stage process.
In the first webinar, we invited participants to consider how they currently define their audience and where their insight comes from. We explored the differences between skin-deep, demographic profiles and those that are developed out of deeper research to understand mindsets, attitudes and triggers. With a range of easy-to-access and cost-effective tools, we showed practical steps that you can take to shape a more meaningful audience understanding.
Next, we explored how businesses could map their audience market and make decisions about targeting and positioning. Understanding which audiences you want to focus on is vital before shaping your brand positioning and 4Ps framework. In other words, which aspects of the organic proposition are important in relation to your chosen target customer and your brand (and which are not).
Finally, we took participants through how to use their chosen audience targets and brand positioning to
shape their price, product, place (distribution) and promotion (comms) framework. We covered what a good marketing plan should include and how to write a good brief for partner agencies.
The Impact
Atalante's webinar series has provided Organic Trade Board members with an enduring resource that takes them the step-by-step diagnosis, strategy, tactics process.
From large businesses with
experienced marketers who need to refresh their thinking to small, owner managed businesses who need easy-to-implement and cost-effective steps to ensure their marketing investment is well spent, our course delivered for a wide range of participants.
Services Used
- Team training
- Members' webinars
