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Marketing and Selling an Innovative Product
Hilo Gummies calls their products the “first-to-market gummy form” in the high-quality performance nutrition category. Their convenient sports nutrition gummies pack all the power of protein powder, but with a fun, more portable, tasty, gummy twist. Performance nutrition is a competitive industry. For Hilo Gummies, that meant they were up against the challenge of marketing and selling to an audience that is careful about what they put into their bodies, and that most likely already had a go-to performance nutrition product.
What They Needed
This challenge had three parts. Hilo Gummies needed to build trust in their product, grow excitement about their innovative performance nutrition option, and overcome the major barrier most shoppers face in trying something new: the price. They needed a way to incentivize shoppers to make that purchase decision and then spread the brand love, recommending Hilo Gummies to their friends and family and making them a trusted name in performance nutrition.
What They Accomplished
Guru Club provides Hilo Gummies with a comprehensive solution to conquer their challenge. Hilo Gummies is able to provide a cashback incentive to shoppers, and shoppers are then motivated to share about their experience with Hilo Gummies on Instagram. Having real shoppers share their authentic brand experiences is the perfect way to show their peers in the Hilo Gummies target audience that this is a product worth trying, and a brand worth being a guru for.