Types of Promotion Objectives

The possible objectives for marketing promotions may include the following:

New products and new companies are often unknown to a market, which means initial promotional efforts must focus on establishing an identity. In this situation the marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who they are and what they have to offer.

Moving a customer from awareness of a product to making a purchase can present a significant challenge. As we saw with our discussion of consumer and business buying behavior, customers must first recognize they have a need before they actively start to consider a purchase. The focus on creating messages that convince customers that a need exists has been the hallmark of marketing for a long time with promotional appeals targeted at basic human characteristics such as emotions, fears, sex, and humor.

Some promotion is designed to assist customers in the search stage of the purchasing process. In some cases, such as when a product is so novel it creates a new category of product and has few competitors, the information is simply intended to explain what the product is and may not mention any competitors. In other situations, where the product competes in an existing market, informational promotion may be used to help with a product positioning strategy. As we discuss in theTargeting Markets Tutorial, marketers may use promotional means, including direct comparisons with competitors products, in an effort to get customers to mentally distinguish the marketers product from those of competitors.

The right promotion can drive customers to make a purchase. In the case of products that a customer has not previously purchased or has not purchased in a long time, the promotional efforts may be directed at getting the customer to try the product. This is often seen on the Internet where software companies allow for free demonstrations or even free downloadable trials of their products. For products with an established customer-base, promotion can encourage customers to increase their purchasing by providing a reason to purchase products sooner or purchase in greater quantities than they normally do. For example, a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by purchasing more than they typically purchase during non-holiday periods.

Once a purchase is made, a marketer can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer. For instance, many retail stores now ask for a customers email address so that follow-up emails containing additional product information or even an incentive to purchase other products from the retailer can be sent in order to strengthen the customer-marketer relationship.

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The Complete Guidto Advertising on Facebook Strategies That Convert [in 2018

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The Complete Guide to Advertising on Facebook: Strategies That Convert [in 2018]

The Basics of Facebook Ad Campaigns

How to Master Your Facebook Ad Targeting Strategy

How Much It Really Costs to Advertise on Facebook

The 8 Best Facebook Advertising Tools and Services for Ecommerce Brands

Facebook ads are the most popular form of online advertising of our time.

Reports by Forrester Research and eMarketer show that25% of total online spending in 2018will go toward social media.

And, 90% of social media users are on Facebook which is significantly higher than the other platforms.

But beyond the famed success of Facebook Advertising for online businesses, Facebook is continually expanding its offering.

Where your Facebook fans can shop on your fan page and from which your dynamic product ads pull, as well as your Instagram Shopping catalog.

Where you can engage in Etsy-like peer-to-peer selling without the fees. In addition, Facebooks recent Marketplace update bring in Instagram-like recommendation features to expand your stores reach.

Where you can retarget users who landed on your site with similar products to what they viewed, and in which Facebook uses an algorithm to pull the products from your feed that have the highest engagement (must be using Facebook Shop for this to work).

Where followers can shop tagged items in your Instagram post (must be using Facebook Shop for this to work)

Where followers can shop tagged items in your Instagram stories (same thing, must be using Facebook Shop for this to work).

Indeed, the Facebook ecosystem has built an ad network with substantial reach power for brands of all sizes.

Theres only one question that remains:

How do I set my own brand up for success within Facebooks ad ecosystem?

The answer to that question depends on your budget, goals and experience. Youll need to be able to answer additional questions, including:

What kind of budget should you allocate to Facebook?

How do you accurately measure your ad performance?

Whats an effective way to create an audience?

And thats what this guide is for. We are here to help you navigate the Facebook Advertising waters to ROAS (return on ad spend) success.

Set up your Facebook business account.

Determine the campaign type you want to run, either cold traffic campaigns or re-marketing campaigns.

Determine the customer awareness stage you are targeting, either awareness, consideration or conversion as outlined by Facebooks ad manager.

Determine your ad format, either single image, video ad, carousel, or collection.

Choose your targeting based on Facebooks options, including interest and brands, life event, age and gender, specific location, specific language or lookalike audiences.

If running a lookalike campaign, download a list of your best customers from BigCommerce and upload it into Custom Audiences for a highly targeted lookalike campaign.

Build out your Facebook ad creative.

Determine overall budget and your return on ad spend KPI.

Track and measure results using the Facebook pixel and a custom conversion.

Monitor the campaign and optimize to hit your desired ROAS. You may need to update ad creative or targeting criteria.

Facebook stalking your competition to preview their ad examples is time consuming. Thats why we did it for you. In this guide, youll get access to 26 different ecommerce Facebook Advertising examples across verticals.

If you are already familiar with the Facebook advertising basics, use the outline below to hop around chapters and find the information most relevant for you:

The Basics of Facebook Ad Campaigns: How They Work and How to Make Them Effective:

Discover how easy it is to start advertising on Facebook and the campaign types you should separate your marketing efforts by.

How to Master Your Facebook Ad Targeting Strategy

: Learn effective techniques to use in each campaign type, see some real examples, and how to approach measuring your results.

Understand how to create a Facebook marketing budget by reviewing some baseline metrics and gaining insight from industry experts.

The 8 Best Facebook Advertising Tools and Services for Ecommerce Brands:

Improve your ability to integrate your products with Facebook, monitor, and report on your campaigns using these effective tools.

Think of this guide as a maturity model for Facebook advertising.

The first chapter of our Facebook ads guide will walk you through how to set everything up, and each subsequent chapter will increase in complexity until you are making more on each spend than you are paying Facebook itself.

After all, thats the goal. It makes no sense to throw money at the wall within the Facebook ecosystem and just hope you can return back.

No, to scale your operations, you need to be able to measure effectively and forecast revenue. Facebook advertising can help but only if you are well prepared and set up for success.

Grab some coffee and prepare to dig in.

Were on a mission to provide businesses like yours marketing and sales tips, tricks and industry leading knowledge to build the next house-hold name brand. Dont miss a post. Sign up for our weekly newsletter.

Matt is a writer and researcher at BigCommerce. Before BigCommerce, he embarked on a journey from engineer to digital marketer, combining both his analytical and creative mindsets to develop thorough and thoughtful marketing strategies. During his free time, he gives back to the community teaching classes on digital marekting strategies to businesses and others looking to join the career path. An expert content marketer in both written and video formats, Matt brings 8 years of experience to his role and to his students.

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Looking for advertising and marketing advice for entrepreneurs and small business owners. From PR to television advertising to social networking, weve got you covered. If it has to do with marketing or advertising, youll find it here!

Business Marketing. Marketing a business well is critical to the success of your venture. Find everything you need to know about business marketing here. If its a marketing tactic, strategy, idea or technique, weve probably got it covered.

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3 Examples of Brilliant Retail Marketing

Marketing has never been just about selling. Its about telling a story, conjuring a feeling, inspiring an audience. Its about doing whatever you can to make that ever-so-valuable connection with an entire community. People arent just buying a product theyre buying your brand. When you have a strong brand that connects with them, then go buy yourself a double-dip ice cream cone with extra sprinkles, because winners like you deserve the best.

But if this isnt the way youre selling your brand, then we need to do some work. Before we shame you for your poor choice in marketing (kidding!), well walk you through some companies who are doing it right. Take some notes and uncover how these three company brands are true examples of brilliant product marketing.

B-K-R? Beaker? Im not  sure how to pronounce the company name, but if youre a woman who falls in the 20-30 year old age range, youve seen these high-class, luxury water bottles. Theyre chic, made of glass and complete with an outer matte finish in several colors.

Sure, a glass water bottle may seem odd and slightly impractical, but lets review whatBKRis doing right here.

They have their audience nailed down.

On their homepage, they have what looks to be fashion models in various poses, caressing their BKR water bottle. Or heck, maybe not even holding a water bottle at all. Whats it matter? They have cool, pretty girls in stylish clothes hanging out in hip places the product doesnt even matter. Theyre saying, Oh, hi. Didnt see you there, in a way that kind of makes you love them and want to be them. Beauty will save the world, friends. So, sure, buy a water bottle.

I joke, but this company knows what theyre doing. Theyve targeted a specific audience and have taken risks to connect with them. Even the names of their bottle colors are clever and draw in the fashion-crazed. Instead of fuchsia, its lola. Is that bottle white? Absolutely not, its obviously boo. Swap peach for bellini, teal for dive, and you make it that much more enjoyable to shop.

1. Dont be afraid to take risks and commit to your ideal customer. If youre everything to everyone, youll be nothing to no one.

2. Test color names and try something more creative.

3. Take your customers on a journey. Provide different scenarios that include your product to help customers picture owning it.

Be thorough. BKR makes even their individual product descriptions clever and on brand.

Beardbrand, a creator of high quality grooming products, began in 2012 as the lifestyle blog of beardsman Eric Bandholz. Tired of beards being left to kitschy, cheap products and feeling that low quality items led people to consider beards a short-lived fad, Bandholz recognized a growing need for better grooming products and transitioned to an official retailer in 2013.

Ive always had a marketing crush on Beardbrand. Their founders are clever, interesting and most of all genuine. Theres something to be said about people who believe in the products they sell and make you feel like youre welcome. I dont even have a beard and I feel like I can join the community!

With nearly 47,000 YouTube subscribers, grooming products arent the only quality thing pumping out of this company. Eric produces several videos that help customers use their products, grow their beards and other cool and relevant things. Hes approachable, funny and passionate about his community.

1. Remember why you started your business and rely on that passion to drive your marketing content.

2. Find out whats relevant to your target audience and create content around that. Its a great way to draw them in and keep them coming back.

3. Have fun with it! Let loose and dont be afraid to approach marketing as you would a friendly conversation.

Cleaning is a dirty job, butMethodhas do it. Why? Because theyre fun, eco-friendly, and make your house smell and look pretty. Started in 2001 and stocked at Targets starting in 2002, Method set out to create cleaning products that are human and environment friendly, and clean well. Method has always done a great job of thinking about the aesthetics of their products, but thats extended into their marketing campaigns as well.

Method accomplishes something you didnt even know you wanted cute, trendy, cleaning products. Instead of hiding your cleaning bottles in the closet or under the sink, Method designed bottled you want to have on display. Lets take a look at their hand soap dispensers. They dont just dispense soap, they accentuate your kitchen and bathroom style. Method also offers special edition designs, partnerships with designers, such as Orla Kiely, to make their brand relevant and trendy.

Last but not least, Method inserts you, the consumer, into their story. Its not a literal your life here, but with theirCharles + Francine video, they show you their products in a life cycle of a couple that could be you and your significant other and your baby. Method showcases their family of products in such a way, you connect with the mess a baby or a dinner party creates.

1. Its not just the product, its the whole package.

2. Building seasonal or holiday collections can provide you with a new opportunity to market your products and increase sales.

3. Tell a story with your products, rather than just explain the benefits.

Breena Fain is the director of content and communications at Stitch. Bouncing between creative storytelling and visual communication, Breena helps the marketing team develop engaging content that helps retailers understand the value of inventory management. In her spare time she enjoys reading about organizational psychology, creative writing and enjoying all the wine California has to offer.

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19 Amazing Native Advertisingd Examples

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Its easy to hear the phrase native advertising and think, Psh.

Native advertising can sometimes get a bad reputation, especially when advertisers (or publishers) make big mistakes with how and what kind of content they present.

Case in point:The Atlanticbeing forced to eat crow and repent after publishing an editorial that appeared like it was written by theAtlanticeditorial team, but in reality came from theChurch of Scientology.

Certainly bad PR, but it did inspire somegood spinoffs.

Now there are reports thatthe FTCplans to force publishers to explicitly signpost when native advertisements exist alongside normal content. FakeNews is the mantra of the day.

Despite this, theres still one very good reason to not give up on native ads.

One of the big criticisms of native ads hinges on the fact that they look like normal content and trick users into believing theyre real. Thats just not truewhens the last time you were actually fooled by a piece of native advertising? It just doesnt happen.

The key to the success of native ads isnt that they trick users but that they express themselves as exactly what they are.Buzzfeedand other content masterminds have shown thatpeople will eagerly click on native adseven whentheyrelabeled sponsored.Why?

Becausea native ad doesnt require you to abandon the experience youre currently in. You dont get redirected to another site and have to figure out how to get back lateryou just keep flowing through what Cody Brown calls the content buffet:

So dont fret if FTC regulations force a little more explicit signaling about the native ads out there, a little more honesty on the part of publishersthe strength of native advertising isnothow well they hide. Its how well they can stand out.

Successful native advertising is brash, its colorful, and it stands out amidst the rest of the content around it. Studying it can tell you a lot about how to do advertising in generalespecially advertising on Facebook.

The New York Times T Brand Studio deftly combines subtle native advertising with high-quality in-house content marketing befitting of the Gray Lady. This well-researched Adobe piece on the future of shopping provides valuable insights and statistics regarding shopping trends in a VR-centric future, but does so without appearing too salesy.

More info on T Brand Studio:Beyond native: How the NY Times plans to turn T Brand Studio into a full-fledged agency

Takeaway:Just because its advertising doesnt mean you have to let your editorial standards drop. Thoughtful, long-form content, even when its part of your marketing, can be a powerful way to get your name out there and create a beneficial brand association.

For International Margarita Day (February 22nd), Patrn took to Twitter with a promoted hashtag MargaritaoftheYear and tweet prompting users to help vote for one of 7 innovative cocktail recipes.

Takeaway:When youre on a social network like Facebook, you need to look for ways to integrate a social experience into your ads. You want people to be tagging their friends, commenting and sharing the things that your company puts out there, so you need to engage with your audience on a casual, informal level.

While the BBC is thought of as a public service broadcaster, they do have substantial native ad channels such as BBC Capital, BBC Travel, and BBC Future for non-UK audiences. This content marketing is subtly included towards the bottom of the BBC News homepage, with no indication that the article is sponsored. Iceland is certainly in vogue at the moment, so coupled with the authority of the BBC, Morgan Stanley scored a big win with this profile on the gorgeous island nation.

Takeaway:When it comes to advertising, the value that youre delivering to your audience is what matters, not the fact that the content is hyper-relevant to your brand or your company. Especially when youre competing with lots of other content for attention (e.g. Facebooks Newsfeed), youre going to need to produce something that people actually want to read if you want them to voluntarily check out your branded content.

GEs 8-week long podcast series The Message explores aspects of sound technology through a sci-fi narrative about a rookie podcaster and a group of cryptographers decoding an ominous message from space. The podcast achieved broad media acclaim and won the2016 Webby Award for Best Use of Native Advertising.

And thats not allit also featured a viral, interactive game and inspired a subreddit where people traded theories and discussed questions they had aboutthe program.

Takeaway:WhileThe Messagecame about well afterSerialhad popularized podcasting, GE challenged themselves to work with the medium in a way that no one had before. Thats key hereyou can look at what others are doing in the world of advertising, and even hop on the bandwagon, but if you want to really make an impact, look for a way to go beyond and do things a little differently.

To increase interest in the record $1.58 billion Powerball jackpot in 2016, the New York Lottery decided to literally drum up sales by hiring 211 drummers across New York State to stand outside of bodegas and convenience stores for twelve hours straight. This stunt led to news coverage across the state, amounting to an estimated $4.5 million in earned media. It was nominated for the 2016 Webby Award for Best Use of Native Advertising.

Takeaway:This may seem like a crazy stunt, but guerrilla marketing pretty often involves physical stunts of this kind. Salesforce founder Marc Benioff was famous for doing things like showing up toprotest competitors conferencesback in the early 2000s. If youre looking for a way to set yourself apart from the pack, its an option!

Famed Ohio theme park Cedar Point decided to promote its Halloween offerings by inviting users to screenshot a fleeting image of a ghost on their Snapchat story, in exchange for a coupon/prize. This encouraged repeat viewings, as the task was difficult, but it also spoke to their targeted teen demographic. It increased engagement on their Snapstory by 233% and 144k unique users. Also, since this was not formatted as an interrupting paid ad, but rather a seamless part of Cedar Points social media presence, it positioned the brand as a valuable content producer.

Takeaway:Contests are a powerful tool for drumming up audience interest on social media. In order to create a sustainable content strategy and not just a flash in the pan, however, you want to make sure that the contest leads users to sign up or subscribe to your channels. Otherwise, you could acquire a ton of usersbut only temporarily.

Taco Bells sponsored Snapchat Lens for Cinco De Mayo 2016 was a record-breaker, garnering over 224 million views in a single day.

That was a huge success, though perhaps not that feasible for most of us, as these custom lenses can cost up to $750,000 for a primetime spot. Taco Bell was, however, also one of the very first marketers to buy into Snapchats on-demandgeo-filter program.

Prices for these start as low as $5a worthy investment if youre thinking about Snapchat as a potential advertising channel.

Takeaway:Sometimes big brands pull off marketing campaigns that no small or medium-sized company has the resources to follow. That doesnt mean, however, that you dont ever have a way to do something similar. There are plenty of ways that your SMB can useSnapchat in your advertising, for instance, even if you dont have hundreds of thousands of dollars to put towards it!

This portal on Vice Medias Thump Channel invites users to explore South London as curated by DJ and producer Artwork. The portal includes videos, several original articles, and an explorable map of points of interest. This subtly nods to Airbnb as being the best way to explore South London, but the branding isnt overbearing, and the content has clear standalone value.

To promote its show Narcos, Netflix collaborated with the Wall Street Journal to create an interactive portal exploring the history of the international drug trade, and its nexus in Medelln, Colombia.

Featuring well-designed maps, timelines, articles, and even a quiz, this is a great example of native advertising generating interest and value.

Takeaway:Partnerships can be an incredibly powerful way to take your advertising in directions that would not have been possible otherwise. Other kinds of businesses bring different kinds of value to their audiencesand have different kinds of reputationsso the right kind of partnership can create very powerful effects both with regards to capturing new customers and delighting the ones you already have.

Newcastle embraced the snark of the then-Gawker affiliate Gizmodo in this 2014 paid article entitled Weve Disguised This Newcastle Ad as an Article to Get You to Click It. The article explains how Newcastle purchased ad space from Gizmodo so they could embed a video about a focus group discussing a Super Bowl ad that Newcastle couldnt afford to make.

Certainly a meta-approach to advertising, but the wry tone and radical honestly of this piece will cement Newcastle as a self-aware presence in the minds of the Gizmodo/Gawker crowd.

Takeaway:The amount of noise in the advertising/marketing world has grown exponentially over the last decade. One surefire way to make sure that you stand out amongst the crowd is to take a self-aware stance in your advertising. It can also work out for publishers, who have an opportunity to be honest about why theyre putting native advertising in front of their readersbecause it costs money to create good content!

Leading British health supplement company Seven Seas utilized a unique native advertising approach by sponsoring a curated page of positive and uplifting news inThe Telegraph. You barely notice the Seven Seas branding if youre not looking for it. Mostly you see a litany of articles having to do with well-being, human interest stories, and the like:

Although these topics have nothing to do with cod liver oil whatsoever, one leaves the page with a small psychological bias to view Seven Seas in a more positive light. Its simply association.

Takeaway:The content on this Telegraph sponsored page has nothing to do with cod liver oil. That goes to show that you dont need to be self-promotional for your advertising to workall you need is a brand an idea of the kind of content you should produce to make a statement.

Dennys is known for its surreal Twitter, aiming to produce content aligned with the Dada-eqsue end of the meme spectrum. These arent paid ads, Dennys is counting on Twitter users to be interested enough in their content to actually follow their account. Clearly targeting a millenial demographic, Dennys embraces odd haikus and egg-based non-sequiturs to build brand awareness and street cred in a demographic not typically interested in casual dining chains.

Takeaway:No one says you have to adopt the Brand Marketing Voice to have a proper social presence. Dennys has 355.4k followers and whoever runs their Twitter sounds like a 14-year old with a highly active Tumblr. Feel free to experiment.

Xerox and The Atlantic collaborated to develop a portal for readers interested in seeing the latest ideas in the realm of productivity and growth hacking. Featuring articles by leading experts and a free e-book, the well designed page is also interactive.

Based on the problems youre having with your business, such as alignment, productivity, or agilityyou can choose to receive different kinds of information.

Takeaway:Most of the examples in this post concern consumer-facing content. But B2B customers are just as human and just as interested in reading native content. Were big fans of this techniqueread our guide tomarketing and promoting your free eBook here.

The Telegraph scores again with a quirky A-Z quiz from Ikea that provides readers with tips on how to get a good nights sleep. Like other native ads, this campaign shies away from selling a specific product, but instead aims to strengthen Ikeas brand association as a quirky yet accessible organization.

Takeaway:The good old-fashioned quiz, brought back into style (mostly) by Buzzfeed, is a cost-effective and fresh format for native advertising. It fits into the same vein as content like eBooksyou want to take the knowledge and expertise that your company has and use it to help others diagnose issues with their life, business, sleep (above), or other facets of their life.

This New York Times/T Brand Studio collaboration with Airbnb tells the story of Ellis Island and immigration in New York, by exploring specific family histories through narration, maps, and archival photos. Although subtle, this native ad focuses on aspects of hospitality and homebuilding that newcomers may experience in New York, a well-aligned sentiment for a short-term housing platform like Airbnb.

Takeaway:Even if your advertising isnt going to be directly about your product or your company, it can still try to fulfill the mission that your company represents. Airbnbs brand is all about hospitality, so this piece of content about the legacy of Ellis Island and how it has welcomed immigrants for centuries makes perfect sense for them to post.

Engineering consultancy Leidos appeals to the Beltway set through Hacker Avenue, an interactive exploration of the vulnerabilities our society faces as we become increasingly reliant on the Internet of Things. Using smart infographics, a mini-game that leads you to important facts and statistics, and a robust piece of accompanying content, Leidos scored a big win on a platform not typically thought of as being aligned with native advertising.

Takeaway:Infographics are hands-down one of the best ways to create content thats inherently shareable. Combine a great infographic with a great marketing campaign, and you can see your content spread across the internet like wildfire. For more on how to create sharable infographics, check out our piece on the6 things all viral infographics have in common.

To drum up interest in YouTubes new e-commerce integrations, a campaign was launched to leverage YouTubes top talent in the gadget and fashion spheres.iJustineandLewis Hilsentegerof Unbox Therapy were just two of the YouTubers brought together to celebrate what wound up being called Awesome Stuff Week, a curated celebration of unboxings and makeup demos. Its a natural medium for the message that you can now buy items straight from within YouTube videos.

Takeaway:If youre trying to tell users about a new service or release a new product, it always helps to build your marketing campaign on the back of something people already knowlike influencers. On Instagram, contacting influencers and working with them to increase your exposure can be an easy way to get yourbrands name out there fast.

To promote its Batman vs. Superman film, Warner Brothers decided to sponsor a native advertising interview with villain Lex Luther Jr, under the guise of sponsorship by LexCorp. This is a great way to acknowledge the pitfalls of native advertising (such as the non-discreet sponsorship branding), while also helping maintain suspension of disbelief, for a tycoon like Luther probably would sponsor native advertising in a magazine like Fortune.

Takeaway:You can have some fun with the standard formats of advertisingfor instance, theres no reason you cant have an interview with a fictional figure appear in the pages ofForbes!

The Atlantic proves again that it is at the forefront of developing high-quality and engaging sponsored content, this time for IBM. In this 4 part series, Blood, Sweat, and Datanew innovations in sports medicine, equipment, and cloud solutions are analyzed alongside accessible infographics and shareable statistics.

Takeaway:Whenever youre trying to produce engaging content for marketing purposes, you want to identify opportunities you have that will be 1) the least effort for you, and 2) the most entertaining for your audience.Datais a place where you often get this opportunityyou have a lot of it, and when put into the right kind of narrative, it will enthrall your audience.

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Great post, Andrew but how could small to mid-sized businesses use native ads? The examples you provided are all goliath-sized companies.

how would you describe the differences between content marketing and native advertising? Isnt a content marketer simply playing all of the roles: media publisher, advertiser?

[] com maior detalhe estes e outros exemplos de referncia de native advertising aqui e aqui []

[] And if you want some inspiration, check out a few spectacular native ad examples. []

[] And if you want some inspiration, check out a few spectacular native ad examples. []

[] And if you want some inspiration, check out a few spectacular native ad examples. []

[] and thinking through my favorite, or most persuasive, advertisements that I have seen. I found this list of top native advertisements very cool and []

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Example of a Marketing Mix

Marketing mix is key to your marketing plan. Use thisand marketing mix models (such as a permission-based email marketing sample) to understand the most important elements of the marketing mix and to develop best-fit tactics and strategies for your business.

Marketing mix is the balancing and managing of product, price, promotion and distribution or place decisions, tactics and strategies.

Planning your mix requires thorough research and development of an approach that will be strong enough to sustain competitive activity.

You need to develop your marketing plan with a clear understanding that the mix is a key element of your plan; developing a successful marketing mix is necessary to your smallbusiness growthand success.

Note: It is important to recognize that marketing is not an exact science.

Each business will have different needs and different targets.

This example is to provide you with an overview of how marketing mix fits into your marketing plan and how to build your own marketing mix program.

Law firm; $5 million in annual sales; business to business services company.

Focused on gaining new business (specifically in the small business B2B category) while retaining existing clients.

The primary goal is business-to-business sales growth of 10 percent in year one of a three year plan and an increase of 8% profitability.

Define the Service(s): a services features list

Define the Service(s):a benefits list

High success rate in management-union negotiations

Timeliness: quick action and available outside of the regular hours

Practical and cost effective advice

Lean firm structure: easy and direct access your lawyer

Strong understanding of business environment

Comprehensive database to research similar cases

Answers to your questions: solutions to your problems

Skills of highly trained and experienced staff

Reputation as a highly successful negotiations firm

Focus on industry-specific planning and implementation

Focus on business to business environments

Focus onbundle pricingstrategies: for example – monthly retainer; annual retainer; all services bundled for a set rate; certain services bundled together for better pricing, e.g. employee problem prevention, wrongful dismissal and severance proposals/packages.

Prices/billings compared and analyzed annually against top three competitors

Costs analyzed monthly; cost containment and reduction a key strategy for competitive pricing

Advertising programs: local newspapers, local radio, local magazines, business trade journals

Personal selling: Sales and Marketing staff; face-to-face

Direct marketing campaignsto targeted and existing clients; including permission-based email marketing

Educational programs to existing clients and delivered to new clients

Participation in business andtrade associations:networking with clients

Local radio: weekly legal talk show (15 to 30 minutes)

Direct sales to business clients (this is also an advantage; you are close to your customers and will better understand their changing needs). Keep in regular contact (dont wait for them to call you).

Selling via ecommerce through the company website; e.g. forms and counselling, etc.

Another advantage of direct sales is that you control your pricing, although the market will dictate what it pays. Services are considered value added (for example,a value add is 24 hours a day call-in service).

Use this example of a marketing mix to build your own plan. Marketing mix models are extremely useful in building your marketing plan and actions; yourbusiness planand actions; andstrategy planand actions.

You need to develop your plan with strong and effective tactics and strategies. Yes, it is a challenge to commit the time and resources but it is also a core activity for a successful small business strategy and business plan. Also, remember that your planning process is evolutionary (not static); you need to keep updating, adapting and changing with new and changing customers, services, competitors, suppliers and the environment you operate in (your marketplace).

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UnderstandCompetition Analysisand how to manage your competitive tactics.

Conduct anIndustry Analysisto learn more about your marketplace.

Build strongMarket Strategiesto win more market share.

Or for more on how understanding market share will help your business compete, return fromDefine Market Share, Part 1 to What is Market Share? Part 2.

Why isProduct Differentiationa necessity to yourMarketing Plan?

Find out theImportance and Definition of Marketing.

Return fromExample of a Marketing Mix to Define Marketing Mix(Part 2 of two parts on overall marketing mix).

Marketing mixplanning is key to your strategy and needs to include:productpricepromotion, and the4th P of Marketing: Place.

Or return toMore For Small Business Home Page.

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Marketing is a requirement for all businesses: without marketing strategies and tactics your business will struggle to survive.

Not all marketing activities are planned: you might be building your brand recognition through a social media campaign (thats marketing); you might be conducting market research to analyze your competitors and/or segment and target your potential market or to develop the most desirable features, advantages and benefits of your products or services (thats all marketing).

Marketing is pretty allencompassing; and a challenge for many business owners. The additional challenge is recognizing that the different stages of your business lifecycle: startup, midcycle, mature or lateinlife.

During startup you need to develop your marketing strategies to grow sales; for example, you might want to use amarket penetration pricing strategyto build sales quickly.

During midcycle, you need to grow your customer base (often through lead generation) and that need requires different marketing strategies, such as cold calling on prospective clients, email marketing, newsletter and blog sign ups and distribution (all to grow your list of prospects).

During the mature cycle, you need to build your marketing efforts around your brand; your competitive advantage can be in your reputation, history, and identity and on what differentiates your business from your competitors.

Marketing your products and services is not something that you do once (such as a marketing plan) and then never change or do again. You need to be continually researching and building your strategies and tactics to be ahead of the market, and ahead of your competition.

The market is constantly evolving; ever more rapidly with the impacts of globalization and technology. You need to invest resources into marketing to ensure that you build and sustain your business.

If you need support in your marketing efforts, or if youd like a review of your marketing plan,contact usfor more information on our marketing services.

If marketing is not your core strength, or if you dont have enough staff to commit to developing your marketing efforts (and acting on the plan), outsourcing your marketing strategy and implementation will allow you to concentrate on developing your business.

Start with a marketing plan that includes the necessary research, strategy development and implementation action plan. We provide you with the plan tactics, budget, schedule and key performance measurements.

Execute the plan yourself or have us atVoice Marketing Inc.manage the execution for you.

Once the plan is implemented, we report on the actions weve taken, the performance of the tactics employed, and on the results.

Youll feel confident that your business marketing is being effectively managed and continually evolving.

We specialize in providing services to small business owners and understand that marketing efforts must be customized for each business unique needs.

We are located in the Greater Vancouver area of British Columbia, Canada.

You can reach us through ourcontact pageor request a quote for serviceshere.

The Basics Part 8 Marketing

The Basics is BoFs recurring series on how to set up a fashion business from scratch, developed in partnership with Ari Bloom, a NY-based entrepreneur and strategic advisor. Today, we examine a critical element that can ultimately separate a successful fashion business from the rest: marketing.

NEW YORK, United States Fashion is a hyper-competitive industry. Talent is readily available, so having a well-designed and a high-quality product is simply the price of entry. What ultimately separates a successful fashion business from the rest is often how the brands story resonates with consumers.

In the pre-digital age, brands were built with classic marketing strategies, using traditional media like print and TV to push their latest campaigns at consumers. While these traditional tactics may never completely disappear, todays Internet-era consumers have more power than ever before and interact with the brands they deem worthy of their time via a number of new channels. With the proliferation of digital and social media, the rise of on-demand content and services, and the growth of micro-targeting techniques, people increasingly expect products and services to speak directly to their individual needs.

The most successful fashion brands will embrace a blend of both traditional and new media to communicate a consistent and authentic message across multiple channels in a manner that both piques customer interest and creates long-term brand value.

Before marketing your brand, it is crucial to define what it is and what it isnt. In the most simple form, brands should think about key descriptions of any design or aesthetic features, define their pricing or market segments, and identify exactly who their customer is, factoring in elements like gender, age, geography, interests and anything else that helps describe their lifestyle and preferences. By the end of this exercise you should be able to clearly articulate a simple brand equity statement in one or two sentences, for example:

Brand X is a contemporary American work wear collection featuring traditional fits and luxury fabrics for professional women ages 40-50. Brand X is unique because it offers exceptional quality at accessible prices.

In the classroom, the 4Ps (Product, Place, Price, Promotion) has become a straightforward, foundational framework through which to think about marketing. There are many other frameworks available, but the 4Ps is a good place to start. Its important not to be too rigid within any one framework, however.

In fashion, having a great product is the essential foundation of a great business. In the classical marketing framework, product is defined as an item or service that meets a consumers need or desire. But its worth noting that, in fashion, we are often designing products that people dont yet know they want, then using our various marketing strategies to unleash their desire.

As we discussed inPart 5 of the Basicsseries, there are many business and trend considerations involved in the development of a collection. Likewise, when planning marketing initiatives, its important to consider whether they will be aiming to promote the brand or specific products. There is a place for both, but whenever possible, it is advisable to feature actual product, as this can directly help to drive sales and awareness of key items.

For example, is there an iconic piece from your collection that conveys your message best? Are there unique design or functional features to call out or focus on? Is there a particular lifestyle or activity that you want to associate with your product or brand? Is there a specific person or archetype you want to associate with your brand? What colours are important to the brand DNA, year round or seasonally?

In fashion, price is not only a reference to the nominal amount of money being charged for a product. It can also refer to the value equation that the brand creates in a consumers mind. For a price being paid, what qualitative benefits and functional utility is the consumer getting in terms of design, quality, goodwill?

Keep in mind that the resulting value equation will have a sizeable impact on how your brand is perceived. This should be considered before any price tickets are printed.

As discussed inPart 6 of the Basics, fashion brands have multiple sales channels through which to reach end consumers. In this framework, place refers to selling the right product at the right price (value) in the right place.

Where you sell influences which customers you reach and how your product is perceived. Therefore, picking the right accounts can have a major impact, not only on your financial results, but also on your brand image. Some brands may even justify selling or consigning to an account that is known to pay late (or not at all), simply for the marketing value. While we dont recommend working with retailers on this basis, you should always consider the brand equity you can create or destroy by working with certain retail partners.

If you own direct-to-consumer sales channels (a physical store or a commerce-enabled website, for example), you have the benefit of controlling the environment and experience. This gives you an opportunity to tell the story exactly as you want it, which may well be the most powerful marketing vehicle of all.

Regardless of whether you sell online, its important foreverybrand to have a website. This may only require a small investment of time and money, but will be a crucial way to capture the traffic that you generate when you create interest in your brand. Think of your website as the first window into your brand and your world.

There are many promotional techniques available to brands, ranging from the traditional to the cutting-edge. All are effective in their own way.

Perhaps the most traditional promotion technique is advertising: in print, TV, radio and, now, online. This is also known as paid media. This is often one of the more expensive methods of communication, especially in print, but can reach a large audience and can bring prestige to your brand. Many new magazines will run ads for young designers and very low costs, or sometimes for free, as long as the creative elements are strong and in line with the quality of the rest of the magazine. Online advertising can be more affordable, though there is much debate about the effectiveness of traditional banner ads. But deployed intelligently, with specific goals, online advertising can help drive sales, especially to your own e-commerce site, and can be targeted and measured much more effectively than print ads.

Many retail accounts will offer (or require) brands to promote your designs in store or in distributed marketing collateral, such as catalogues and store advertisements. This usually comes with a fee attached and can be executed by the brand or the store. Signage can be very effective in drawing a customers attention to your product in store, especially when it is competing against other brands.

A strong PR strategy can lead to extremely helpful organic media exposure and influencer endorsements via celebrity placement, gifting, wardrobing and personal appearances by the designer or brand representative(s). One of the big questions most young brands wrestle with is whether to hire a PR firm or to keep PR in house. If you do decide to hire an outside firm, it is important that you spend time first setting a strategy with clear benchmarks for success and meet regularly to review progress.

With so many new online platforms and technologies available to brands, it can be hard to know where to focus. In general, it starts with understanding your customer. If you are selling designer dresses, platforms like Facebook may or may not be the best place to promote your brand. As it stands today, it is usually in a fashion brands favour to focus on highly visual social media platforms, such as Instagram and Pinterest, where they can demonstrate the beauty and design of their products. Instagram, which has really caught on in the fashion industry, is an excellent platform for small brands, as it is highly visual and enables you to demonstrate the essence of your brand, even thought its a hard place to drive sales as Instagram does not currently allow live links in image captions.

No matter which social media platform(s) you decide to use, choose carefully and make sure you have the resources to keep your accounts active and engage your followers. Somebody on your team must be dedicated to posting regularly, monitoring reactions and responding in a timely fashion. And remember, these platforms are conversational not bullhorns so make sure to also use your social media presence as a way to listen to your followers and gather important feedback.

Ari Bloom is the founder ofA2B Ventures. He has worked with numerous fashion brands as a consultant and a mentor working with the CFDAs fashion incubator program. He collaborated with Imran Amed to continueThe Business of FashionBasics series.

Previous articles in The Basics series:

Are Influencers Really Worth the Money?

Careers Counsel 37 Brilliant Questions To Ask At The End Of Every Job Interview

Chanels Digital Strategy Takes Shape Amid Executive Shuffle

Vogues Angelica Cheung on How to Reach the Elusive Chinese Millennial

Are Influencers Really Worth the Money?

Careers Counsel 37 Brilliant Questions To Ask At The End Of Every Job Interview

Chanels Digital Strategy Takes Shape Amid Executive Shuffle

Sneakers: Luxurys Gateway to Millennials

Inside Instagrams Social Shopping Master Class

LVMHs Next Generation Seeks Change

Are Influencers Threatening Designer Beauty Lines? Not So Fast.

Can Beirut Steal Some of Dubais Thunder?

The Best Entry Level Jobs Available in Fashion

V&A to Stage Dior Exhibition in London

Careers Counsel 37 Brilliant Questions To Ask At The End Of Every Job Interview

Can Beirut Steal Some of Dubais Thunder?

Burberry Collaborates With Vivienne Westwood

Amazon, H&M Pressing to Soften Indias Plastic Ban

At Paris Couture, a Return to Elegance

Sneakers: Luxurys Gateway to Millennials

Are Influencers Really Worth the Money?

LVMHs Next Generation Seeks Change

At Paris Couture, a Return to Elegance

Sneakers: Luxurys Gateway to Millennials

Harvey Nichols Aims to Lure Shoppers With New Womenswear Floor

Stormy Trade Talks Take the Wind Out of Luxurys Sails

Tagwalk Wants to Be the Google of Fashion

V&A to Stage Dior Exhibition in London

Chanels Digital Strategy Takes Shape Amid Executive Shuffle

New Threat to Retail: Rising Commodity Prices

Givenchys Fiercely Sensual Discipline

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Yes. With the free version, you can create indicators for MetaTrader 4 & 5 and technical analysis tools for TradeStation. In the unlimited (paid) version, you can also create automated strategies for all three platforms.

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Strategies for Action

Nutrition and Health Are Closely Related

A Roadmap to the 2015-2020 Edition of the

Key Recommendations: Components of Healthy Eating Patterns

Healthy Eating Patterns: Dietary Principles

The Science Behind Healthy Eating Patterns

A Closer Look Inside Healthy Eating Patterns

Examples of Other Healthy Eating Patterns

Current Eating Patterns in the United States

A Closer Look at Current Intakes and Recommended Shifts

Opportunities for Shifts in Food Choices

Creating and Supporting Healthy Choices

Meeting People Where They Are: Contextual Factors and Healthy Eating Patterns

Physical Activity Guidelines for Americans

Appendix 2. Estimated Calorie Needs per Day, by Age, Sex, and Physical Activity Level

Appendix 3. USDA Food Patterns: Healthy U.S.-Style Eating Pattern

Appendix 4. USDA Food Patterns: Healthy Mediterranean-Style Eating Pattern

Appendix 5. USDA Food Patterns: Healthy Vegetarian Eating Pattern

Appendix 7. Nutritional Goals for Age-Sex Groups Based on Dietary Reference Intakes and

Appendix 8. Federal Resources for Information on Nutrition and Physical Activity

Appendix 10. Food Sources of Potassium

Appendix 11. Food Sources of Calcium

Appendix 12. Food Sources of Vitamin D

Appendix 13. Food Sources of Dietary Fiber

Appendix 14. Food Safety Principles and Guidance

Everyone Has a Role in Supporting Healthy Eating Patterns

To shift from current eating patterns to those that align with theDietary Guidelines, collective action across all segments of society is needed. As previously described, these actions must involve a broad range of sectors, occur across a variety of settings, and address the needs of individuals, families, and communities. These actions include identifying and addressing successful approaches for change; improving knowledge of what constitutes healthy eating and physical activity patterns; enhancing access to adequate amounts of healthy, safe, and affordable food choices; and promoting change in social and cultural norms and values to embrace, support, and maintain healthy eating and physical activity behaviors.

The following examples of strategies exemplify the concerted action needed. It is important to note that no one strategy is likely to be the primary driver to improve individual and population lifestyle choices. Evidence demonstrates that multiple changes both within and across all levels of the Social-Ecological Model are needed to increase the effectiveness of interventions.

Foster partnerships with food producers, suppliers, and retailers to increase access to foods that align with the

Promote the development and availability of food products that align with the

in food retail and food service establishments.

Identify and support policies and/or programs that promote healthy eating and physical activity patterns.

Encourage participation in physical activity programs offered in various settings.

Expand access to healthy, safe, and affordable food choices that align with the

and provide opportunities for engaging in physical activity.

Adopt organizational changes and practices, including those that increase the availability, accessibility, and consumption of foods that align with the

Provide nutrition assistance programs that support education and promotional activities tailored to the needs of the community.

Implement educational programs tailored to individuals and change organization practices, approaches, and/or policies to support healthy food choices where food decisions are being made, including at early care and education programs, schools, worksites, and other community settings.

Encourage opportunities in the workplace for regular physical activity through active commuting, activity breaks, and walking meetings.

Professionals Working With Individuals – Examples include:

Help individuals become more aware of the foods and beverages that make up their own or their familys eating patterns and identify areas, such as modifying recipes and/or food selections, where they can make shifts to align with the

Teach skills like gardening, cooking, meal planning, and label reading that help support healthy eating patterns.

Suggest ways that individuals can model healthy eating behaviors for friends and family members.

Develop plans to help individuals limit screen time and time spent being sedentary and increase physical activity to meet the

Physical Activity Guidelines for Americans

This is not an all-inclusive list; many strategies are available that can result in shifts to improve dietary intake and, ultimately, improve health. Professionals should help individuals understand that they can adapt their choices to create healthy eating patterns that encompass all foods and beverages, meet food group and nutrient needs, and stay within calorie limits.

TheDietary Guidelinesis developed and written for a professional audience. Therefore, its translation into actionable consumer messages and resources is crucial to help individuals, families, and communities achieve healthy eating patterns. MyPlate is one such example (Figure 3-2). MyPlate is used by professionals across multiple sectors to help individuals become more aware of and educated about making healthy food and beverage choices over time. Created to be used in various settings and to be adaptable to the needs of specific population groups, the MyPlate symbol and its supporting consumer resources at ChooseMyPlate.gov bring together the key elements of healthy eating patterns, translating theDietary Guidelinesinto key consumer messages that are used in educational materials and tools for the public.

Infographic with the ChooseMyPlate food groups.

Introductory text: MyPlate. Find your healthy eating style and maintain it for a lifetime. This means: everything you eat and drink over time matters. The right mix can help you be healthier now and in the future.

The graphic includes messages to encourage healthy eating patterns as follows:

Fruits and Vegetables: Make half your plate fruits and vegetables;

Grains: Make half your grains whole grains.

Dairy: Move to low-fat or fat-free milk or yogurt.

Limit: Drink and eat less sodium, saturated fat, and added sugars.

MyWins icon with text: Start with small changes to make healthier choices you can enjoy. Visit ChooseMyPlate.gov for more tips, tools, and information.

Americans make food and beverage choices in a variety of settings at home, at work, and at play. Aligning these settings with the2015-2020 Dietary Guidelineswill not only influence individual choicesit can also have broader population level impact when multiple sectors commit to make changes together.

PreviousFamily physical activityView

PreviousHealthy meals and snacksView

PreviousMenu labeling in cafeteriasView

PreviousOutreach to parents about making healthy changes at homeView

PreviousPhysical activity programsView

PreviousNutrition education, including school gardensView

PreviousFlexible schedules that allow for physical activityView

PreviousOffer healthy meals & snacks in the cafeteria, vending machines, & at staff meetings or functionsView

PreviousHealth and wellness programs, with options for nutrition counselingView

PreviousOutreach to consumers about making healthy changesView

PreviousAccess to healthy optionsView

PreviousAccess to healthy food choicesView

Previous Section:Meeting People Where They Are: Contextual Factors and Healthy Eating Patterns