Inform, Educate or Influence?
Information overload is a common syndrome in today's society. People are forced to be very selective about what they attend to, what they read and to what they give more than fleeting consideration. It's a necessity for survival.

Occasionally people will invest  time and mental energy into learning something because they find it valuable or at least entertaining. Individuals need a certain level of motivation to carve out the space in busy schedules to 'dig into' a new subject.

In rare instances, something that they encounter will have an impact and actually influence their routines, habits or behavior. What are the requirements for meeting this exceptional standard? 

Best practice performers in retail marketing, politics and advertising go to great lengths to define individual needs and priorities and target identified preferences in the marketing process. 

Marketing to Healthy Lifestyle customers works the same way. To the extent possible, messaging should be geared to customers based on their identified needs. Are they fitness buffs or fitness aspirants? What activities are preferred? Do they need support and encouragement or are their habits self-sustaining? How old are they? These characteristics and others can help tailor the offering to match individual preferences.

THEN, how can fitness product suppliers go beyond informing the customer or prospect and engage them? Here's a puzzler: why does Heinz want you to share your happiness?  Click on the envelope for a link to an insightful article about Google's V.P. of Global Marketing.