Marketing

EVENT OVERVIEW

In 2011 we spent 55% of all revenues promoting the Natural Living Expo. The advertising dollars are used to continue to build our brand, consumer base and exhibitors to strengthen the show.

Promotional expenses broken down accordingly:

Social Media 15%
Print 20%
TV 15%
Public Relations 20%
Radio 20%
Promotional / Branding 10%

The Progressive Business Community – The Natural Living Expo is the only event that brings together Iowa resources of the LOHAS market segment. LOHAS is an emerging marketplace of consumers making defined choices that reflect their Lifestyle of Health and Sustainability. Iowans have been responsive, shifting their purchasing decisions to support like minded businesses in this expanding lifestyle. Comparatively, Iowa continues as a growing market for natural or holistic offerings. While a comprehensive list of services is locally offered in the health and sustainability industries, the selections can be limited in many categories. Virtually every week one to three new LOHAS businesses are launched in Iowa. The Natural Living Expo supports the success of these new businesses; Branding and positioning in the green marketplace happens organically with their participation in the expo. Natural Living Productions is excited to help Learn, Play & Celebrate with the community in 2012, encouraging a stronger alternative market for health and sustainability.

The New Paradigm Consumer Community – The Natural Living consumer is intelligent and purpose driven. They are often self-educated on matters concerning health, wellness and personal sustainability in addition to environmental stewardship. The Natural Living Expo serves the consumer that wants choices to support their desire for balanced and healthier lifestyles. The economic downturn has created a changing consumer – from one of consumption to one of sustainability. Today’s consumers are thoughtful and educated about their purchases. They take time to learn about the companies they are supporting. The Natural Living Expo provides curious consumers opportunity to learn about LOHAS with the Natural Living Speaker Series and the show floor of vendors ready to share about their services and organizations.

PROMOTIONAL OUTLINE

Web Listings – community calendars, online magazine articles, emailed newsletters
Print Ads -Des Moines Register, Juice, Datebook, Cityview
Print Campaign – 500 Posters & 10,000 Fliers will be distributed 4 weeks before expo
Radio Advertising – Specific packages and stations TBD
Radio Interviews, Feature Stories, and TV Interviews

• Entertainment Schedule
• Vendor Profiles
• Non-profit forum – agents of education and action
• Top 10 things to experience at the Expo
• LOHAS – living and buying with purpose
• Speaker Series Highlights

Grassroots Viral Email Campaign – The collective reach is greater than 25,000 state-wide. Our 150+ exhibitors have significant reach with their databases. The Natural Living Productions database has a reach of 3500 as well.

Social Media – Versions of email, Twitter and Facebook text will be provided to each of the vendors to use in promoting their presence at the expo provided by Contemporary Business Solutions.

MARKET ANALYSIS

LOHAS – This is an acronym for a market segment of consumers that have an interest in a lifestyle of health and sustainability. This trend is often termed “green consumerism” and is driven by consumers that are choosing to invest in products and services that represent their personal belief system. The rapid growth of this market segment is clearly reflected in the 5 year history of Iowa’s Natural Living Expo vendor and consumer attendee numbers.

Audience Demographics – The National Marketing Institute and Nielsen recently surveyed 25,000 US adults to ascertain the primary reason consumers engage in behavior that supports the environment. This report showed that consumers needed to see benefit in healthier living or saving money. This is the market that is served by the Natural Living Expo.

We also continue to find new consumers that are interested in learning more about potential lifestyle changes that support the person and the planet. We have a wide variety of vendors that address many aspects of “green living.”

Age 18-30 – This market segment is passionately committed to environmentally friendly and healthier living choices. Many often commit more of their income to support their passions than would be expected of this economic demographic.

Age 31-45 - Parents are committed to healthier living for their families and aware of the messages they are giving their children. Established professionals have an increase in disposable income to spend on healthy and eco-friendly lifestyle choices.

Age 46-60+ – This age group is evaluating healthier options to keep disease and medical care at bay. They are interested in sustaining their energy levels and immune system. They are ready to invest in their health and well-being above what the medical norm delivers. They are increasingly interested in supporting the health of the planet and their buying decisions reflect these choices.

This year the Natural Marketing Institute reports an increase of almost 50% of consumers that evaluate brand values. They are buying from the companies with corporate practices that are in alignment with their values of social responsibility in regard to people and the planet. The Natural Living Expo provides the platform that Iowa’s small businesses are looking for to help provide awareness of their socially responsible products and services.

OUR VENDORS

Healthy Living – organic food : local food : natural medicine : energy medicine : health products : health supplements : spirituality services : educational non-profits : healthy family living : natural retail : creative arts

Sustainable Living – energy efficiency products : eco-friendly services : educational non-profits : environmental services : green products : home remodeling : green cars : socially responsible investing : low impact options