Issue link: https://www.e-digitaleditions.com/i/701238
White paper. This long-form tool has been a marketing mainstay for years. A white paper is great for reaching buy- ers already well into in the sales cycle because it provides the opportunity to delve into the ingredient's complete, detailed story from farm to finished product. White papers are also your product's communication cornerstone. Once you have the white paper written, all other communications about product quality and benefits can easily flow from it. While it's the last piece your customers will likely see, it should be the first piece you write. Video. Like a white paper, video is a great tool to tell your product's complete quality story. However, since video uniquely combines visual and audio elements, it's most effective in appealing to a viewer's emotions and to connect a buyer with the brand's mission. Video is an especially powerful medium for depicting the ingredient sourcing process. From interviews with company founders and for- mulators to footage of the ingredients grown in the fields, video depicts the reasons for making quality products and shows those practices at work. Infographics. Imagine a first meeting with a potential buyer and she is interested in your company's raw ingredi- ent verification testing. Instead of simply providing a list of tests, a well-designed infographic will allow a reader to fol- low an ingredient through the testing process, step by step, and allow you to emphasize testing strengths and quality aspects of the process. Public relations. Beyond writing and submitting press releases, a strong public relations partner will seek opportu- nities to tell your quality story. Whether it's through articles in magazines or speaking engagements at industry events, those efforts help connect the brand with the proper audi- ence. As the story of your quality process comes together, don't lose sight of the customers. Constantly ask yourself "So what?" That is, you must point out the importance of your story as it relates to the needs of your customers and adapt the marketing methods to make the product's quality story relevant to them. Every company can include the words "high quality" on a brochure or website, but only companies that do the work can show real evidence of this claim to consumers. T&C Shaheen Majeed is the marketing director at Sabinsa, 20 Lake Drive East Windsor, NJ 08520. Tel. 732 777 1111. Website: www.sabinsa.com. The company supplies herbal extracts, minerals, dietary supplements, and specialty fine chemicals for the nutraceu- tical and pharmaceutical industries. Todd Pauli is a strategic communications partner at The Shelton Group, 7939 Kenton Ave, Skokie, IL 60076. Tel. 630 750 9252. Website: www.sheltongrouppr.com. Founded in 1990, it's the oldest firm specializing in natural marketing and public relations services for product manufacturers and ingredient suppliers in the nutraceu- tical industry. 32F July 2016 Tablets & Capsules Dr. Schleuniger ® Pharmatron is a brand of Our new generation of tablet hardness and disintegration testers allow you to save time & money by maximizing the efficiency of your quality control process. Innovative technology paired with proven mechanics makes operation simple, reduces processing time, and provides precision results you can rely on. www.pharmatron.com Quality matters. How efficient is your quality control?