BrandHive, a leading healthy lifestyle branding agency providing high level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies, today announced that its co-founder and partner, Jeff Hilton, was selected by the Vitafoods Executive Advisory Board to lead various marketing sessions at the global nutraceutical event, Vitafoods Europe, on May 5-7, 2015 at Palexpo, Geneva, Switzerland.

Hilton’s first session, “Successful marketing to Baby Boomers vs. Millennials: A tale of two distinct consumers,” will address how Baby Boomers have long been the dominant demographic target for healthy brand marketers for many years, but now Millennials are emerging as the next major consumer for healthy and natural foods, beverages and supplements. The presentation will take place on Tuesday, May 5th, at 11:00 a.m. as part of the “Consumer Engagement” content track, which Hilton will lead.

Hilton’s second session, “Effectively marketing your science to consumers,” will address marketing techniques that help manufacturers and suppliers create and communicate science-based brand messaging that is compelling, memorable and easily digested by current and potential consumers. The seminar will take place on Wednesday, May 6th, at 3:05 p.m. as part of the “Marketing Technologies & Strategies” track.

Hilton’s third session, “Making a lasting and reputable impression: Brand development,” will take place at the Vitafoods Live! Theatre where he will lead a discussion on the underlying drivers behind a successful brand and the key factors behind consumer engagement and loyalty. The panel discussion will take place on Thursday, May 7th, at 11:30 a.m.

“Today’s marketer must be familiar with and competent in a wide range of communications strategies and platforms in order to effectively reach and communicate with target customers and build an effective and successful brand,” Hilton said. “Vitafoods Europe is an excellent platform where global industry experts come together to discuss the ever changing direction of the market and share industry knowledge of topics, uncover key trends, catch up to speed on regulatory updates making it a must attend event for key industry players.”

Vitafoods Europe is the leading exhibition for the nutraceutical, functional food and drink dietary supplements industries and is expected to attract more than 14,000 visitors including products developers, R&D specialists, marketers, manufacturers, distributors, retailers and wholesalers will attend to source the latest raw materials and ingredients from 750 global exhibitors.

About Jeff Hilton

Hilton has been recognized by Advertising Age as one of the nation’s Top 100 Marketers. He brings 35 years of advanced business and marketing insights to his clients, including over 20 years working with leading brands in the dietary supplement, functional food & beverage, and health & beauty categories. He is an industry expert and sought-after speaker, with recent presentations including Natural Products Expos East and West, Food Matters Live, Nutracon, NBJ Summit, Fancy Food Show, IFT and Vitafoods. He was also awarded the Personal Service Award from Nutrition Business Journal in recognition of his ongoing efforts to raise the bar for industry editorial contributions, pro bono work, webinars, and speaking engagements.

About BrandHive

BrandHive is branding the natural, organic world. Like any good hive, we’re collaborative and work closely with our client partners to achieve remarkable results for natural brands. BrandHive can help you strategically position your brand within the healthy lifestyles industry. BrandHive clients benefit from our long-standing relationships and decades of experience crafting messages that engage natural businesses and consumers. We specialize in finished goods and raw materials for dietary supplements, personal care, healthy foods and healthy beverages. For more information, visit us at www.brandhive.com.

About Vitafoods Europe

Vitafoods Europe is the most focused event in the world devoted to ingredients and raw materials for the nutraceutical, dietary supplement and functional food and drink industries. Since its launch, year-on-year growth and a sharp business focus have consistently produced results for exhibitors and visitors from across the industry. For more information, visit www.vitafoods.eu.com.

While bodybuilders and extreme athletes are often the target audience focal point for sports nutrition products, these individuals actually account for only about five percent of total sports nutrition category sales. While trends in consumer education and access to information continues to fuel mainstream sports nutrition growth broadly, each of these user segments has its own goals, drivers and motivators for seeking out and using sports nutrition products.

There is no “typical” sports nutrition consumer any longer, and category segmentation is key. To find leverage in this market, it is critical for product manufacturers to pay attention to a number of unique and emerging consumer segments in the space. In my upcoming posts I will address these segments and optimal ways to reach them.

• Actively Tuned-In – Informed, active consumers who strive for ways to feel good, look good and enjoy long-term health. Fitness and exercise is a way of life. They expect products they buy to fit naturally into their healthy and active lifestyle, and believe foods, beverages and snacks should not only taste good, but should be healthy and help them reach their goals. Reach this group with sports nutrition products that have scientific backing. Deliver them in the form of healthy foods and snacks, RTD’s, and novel forms of protein.

REACHING THIS GROUP: They want to know what is in the product and where it came from. They want to hear about the science and research behind a product and its ingredients, and its health-related benefits. They also want to understand the product convenience.

Cultivate strong relationships with key media contacts and industry influencers. Inform key industry players about company news, brand developments, awards, research and other successes.

• Remain relevant and visible
• Keep your press release pipeline full
• Maintain a good mix of corporate, product and partner news
• Educate the media, industry influencers, customers and prospects

SALT LAKE CITY, UT – April 13, 2015 – BrandHive, a leading healthy lifestyle branding agency providing high level strategic planning and branding expertise to consumer packaged goods and value-based ingredient companies, today announced that its co-founder and partner, Jeff Hilton, will present a key workshop at the upcoming Practitioner Channel Forum to be held April 23^rd, 2015 at the Coronado Island Marriott Resort just outside of San Diego, CA.

The event is an annual executive gathering focused on strategies to capitalize on the rapidly expanding healthcare practitioner market for dietary supplements, nutraceuticals, medical foods, and natural products. Founded by Holistic Primary Care, the nation’s leading practitioner-focused natural medicine publication, The Practitioner Channel Forum provides incisive content and strategic insights on the opportunities and challenges in marketing natural health products to and through healthcare professionals.

The event provides compelling, interactive sessions designed to facilitate creative strategic ideas on topics including:

• U.S. and International Regulatory Updates
• Clean Label and Other Important Supply Chain Issues
• Protecting Brand Value
• Condition-Specific Success Stories

Hilton will present on The Evolution of Brands: Co-branding & Re-branding for Growth on April 23rd at 2:30pm. He will lead a discussion on today’s digital media environment and evolving consumer/patient supplement needs, plus how brand owners must consistently fine-tune their positioning, design elements, messaging, and social strategy to align with a changing audience. He will also discuss ways to nurture brands through a variety of life stages to keep them fresh, focused, and compelling.

Hilton has been recognized by Advertising Age as one of the nation’s Top 100 Marketers. He brings 35 years of advanced business and marketing insights to his clients, including over 25 years working with leading brands in the dietary supplement, functional food & beverage, and health & beauty categories. He is an industry expert and sought-after speaker, with recent presentations including Natural Products Expos East and West, Food Matters Live, Nutracon, NBJ Summit, Fancy Food Show, IFT and Vitafoods. He was also awarded the Personal Service Award from Nutrition Business Journal in recognition of his ongoing efforts to raise the bar for industry including editorial contributions, pro bono work, webinars, and speaking engagements.

About BrandHive

BrandHive is branding the natural, organic world. Like any good hive, we’re collaborative and work closely with our client partners to achieve remarkable results for natural brands. BrandHive can help you strategically position your brand within the healthy lifestyles industry. BrandHive clients benefit from our long-standing relationships and decades of experience crafting messages that engage natural businesses and consumers. We specialize in finished goods and raw materials for dietary supplements, personal care, healthy foods and healthy beverages. For more information, visit us at www.brandhive.com.

About The Practitioner Channel Forum

The Practitioner Channel Forum is an annual executive gathering focused on strategies to capitalize on the rapidly expanding healthcare practitioner market for dietary supplements, nutraceuticals, medical foods, and natural products. Founded by Holistic Primary Care, the nation’s leading practitioner-focused natural medicine publication, The Practitioner Channel Forum provides incisive content and strategic insights on the opportunities and challenges in marketing natural health products to and through healthcare professionals. The Forum provides top-tier networking opportunities, delicious healthy meals, and lively interactive sessions designed to facilitate creative strategic thinking. For more information, please visit tpcforum.com.

Are you marketing to them the same way?

IFT invites Jeff Hilton and Luann Williams to discuss the hottest trends in the market, including how convergence trends impact your marketing strategy

The healthy lifestyle sector is witnessing a “perfect storm” scenario as foods and beverages become increasingly “functional” and product distribution channels converge. Plus, today’s consumer is newly empowered and wields more control in the shopping and purchasing cycle. 

A Customized Future
New emerging technology is fueling this self-care movement and driving both manufacturers and their customers toward a more “personalized” or “customized” approach to health and wellness. 

Webinar Topics

• Identifying convergence trends in the marketplace.
• How marketers can reach, educate, influence and formulate products to reach current and future consumers. 
• Creating a customized approach to health and wellness.
• Using a multi-pronged approach to achieve a higher level of optimal health.

Are you ready for convergence?

Salt Lake City, UT, March 19, 2015 – Jeff Hilton, BrandHive co-founder and chief marketing officer has been selected by the Institute of Food Technologists (IFT), a nonprofit scientific society for professionals engaged in food science, food technology, and related areas in industry, academia, and government, to serve as industry expert for IFT Connect’s “Ask the Expert” series as well as “Understanding Marketplace Convergence Trends and How They Impact Your Marketing Strategy,” IFT’s live webinar in April.

IFT Connect “Ask the Expert” Series – March 23-27, 2015

IFT will open a call for questions through its new online community, IFT Connect, which will allow registered IFT members to ask questions of the featured experts relating to their work. During the virtual session, Hilton will respond to questions and provide industry experience and marketing insight to participants. The new format is a virtual meeting place for IFT’s food science community with the goal of supporting discussions, sharing insights, discussing research and interacting with other members. To register please visit: http://www.ift.org/community/iftconnect.aspx.

IFT Live Webcast – April 7, 2015 at 1:00-2:00 p.m. (CST)

Hilton will participate in a 60-minute live webcast with co-speaker Luann Williams, Head of Research at Innova Market Insights. Hilton will discuss how convergence trends are shaping the marketplace and how marketers can reach, educate, influence and formulate products to reach both current and future consumers. Webcast guests will be given the opportunity to ask speakers questions during the live event. To register please visit: http://www.ift.org/Meetings-and-Events/Calendar/Events/2015/Apr/Understanding-Marketplace-Convergence-Trends.aspx.

IFT’s online courses and virtual events provide members with practical, relevant knowledge and convenience with access to on-demand webcasts to allow members to connect with industry experts to discuss food science and technology topics.

About Jeff Hilton

Hilton has been recognized by Advertising Age as one of America’s Top 100 Marketers and has more than 36 years of broad-based business experience, including 26 years spent within the natural products industry with leading companies such as Nature’s Way and Nutraceutical Corporation. Hilton provides a vast amount of practical experience and insight into consumer trends, particularly on how companies can better connect with various demographic and lifestyle segments.

About BrandHive

BrandHive is branding the natural, organic world. Like any good hive, we’re collaborative and work closely with our client partners to achieve remarkable results for natural brands. BrandHive can help you strategically position your brand within the healthy lifestyles industry. BrandHive clients benefit from our long-standing relationships and decades of experience crafting messages that engage natural businesses and consumers. We specialize in finished goods and raw materials for dietary supplements, personal care, healthy foods and healthy beverages. For more information, visit us at www.brandhive.com.

About IFT

Founded in 1939, the Institute of Food Technologists is committed to advancing the science of food. Our non-profit scientific society—more than 17,000 members from more than 95 countries—brings together food scientists, technologists and related professionals from academia, government, and industry. For more information, please visit ift.org.

Analyze results

Your social program can deliver tremendous insight into your core target, their likes, preferences, trending topics and more. But to glean those insights, you need good reporting. BrandHive can set up a reporting schedule on either a calendar or campaign basis. And, because each channel provides different forms of data, BrandHive reports and integrates those data streams into a single reporting interface. This lets you compare “apples to apples” and generate strategic social data.

Ask to see a sample of BrandHive’s integrated social media report and find out how BrandHive can help keep you “in the know.”

Implement BrandHive’s 5-step strategy to social media and get measurable results.

Once your social media channels are set up and your analytics are in place, it’s time to develop a content calendar for each channel. BrandHive helps clients align their content with industry publications and editorial calendars for value-added alignment.

Calendars

When setting up calendars, it’s crucial to consider how much engagement is optimal for that channel. Too many posts and your viewers will run from your brand like from a needy friend. Too few posts and they might just forget you exist. BrandHive will help you establish a predetermined number of posts per channel that promise optimal reach and engagement.

Monitoring

Don’t forget monitoring! Posting is only half the work, the other half is monitoring conversations and comments. Leap ahead of competing brands when BrandHive sets up a system for monitoring comments, engaging with Likes, promoting Shares and conversing through private messaging on selected platforms.

Automated tools

Not everything has to be handled by a human. In this age of automation, scheduling tools can relieve a huge portion of your social media burden. BrandHive can supply a custom interface for automating your posts or, if you choose to use over-the-counter tools, we can help you set them up.

Implement BrandHive’s 5-strategy to social media and get measurable results.

Metrics, metrics and more metrics

Social success is NOT guesswork. Measuring ROI on social media starts with identifying quantifiable goals and associated metrics. These typically include, but are not limited to, Google Analytics, Facebook Insights, Twitter Analytics, campaign-specific urls and more.

Tracking performance

BrandHive helps clients identify their goals, then works with the web team to set up tracking for each targeted social channel. Once you know how well campaigns, keywords, visual assets and channels in general are performing, you’re ready to begin the ongoing task of tweaking social media content to better target and attract your core audience.

Implement BrandHive’s 5-step strategy to social media and get measurable results.

SALT LAKE CITY, UT, February 9, 2015 – Jeff Hilton, BrandHive co-founder and chief marketing officer, will participate as a guest expert for Beverage Industry’s free webinar: “A Healthy Future: Analyzing the latest health and wellness trends in the beverage market.” The online event will take place on Wednesday, February 18, 2015 at 2:00 p.m. (EST). Registration for the webinar is free of charge.

Hilton will discuss key marketing insights in the beverage marketplace and share innovative ways to position brands based on the evolving consumer trends and health topics that are dominating the marketplace. Attendees of the webinar will takeaway insights on implementation of select strategies and tactics to capitalize on the fast growing beverage segment. Hilton will also provide a snapshot of the attitudes and purchase behaviors of both Boomers and Millennials when it comes to their health.

Honest Tea co-founder, Seth Goldman, and Senior Vice President of Nielson Perishables Group, Sherry Frey, will join Hilton for the 60-minute webinar. For more information please visit: http://www.bevindustry.com/events/879-a-healthy-future-analyzing-the-latest-health-and-wellness-trends-in-the-beverage-market

About Jeff Hilton

Hilton has been recognized by Advertising Age as one of America’s Top 100 Marketers and has more than 36 years of broad-based business experience, including 26 years spent within the natural products industry with leading companies such as Nature’s Way and Nutraceutical Corporation. Hilton provides a vast amount of practical experience and insight into consumer trends, particularly on how companies can better connect with various demographic and lifestyle segments.

About BrandHive

BrandHive is branding the natural, organic world. Like any good hive, we’re collaborative and work closely with our client partners to achieve remarkable results for natural brands. BrandHive can help you strategically position your brand within the healthy lifestyles industry. BrandHive clients benefit from our long-standing relationships and decades of experience crafting messages that engage natural businesses and consumers. We specialize in finished goods and raw materials for dietary supplements, personal care, healthy foods and healthy beverages. For more information, visit us at www.brandhive.com.