Georgia Nelson From millennial marketing experts to export strategists, this year’s speaker line-up is one you won’t want to miss!
The Naturally Good Expo, Australia’s most popular health and wellbeing trade show, will be held on 6–7 June at Sydney’s International Convention Centre (ICC). This year, the expo will be kicking off with the Naturally Good Business Summit on Friday, June 3 at the ICC, which will cover the core areas of retail, consumer, sustainability and export strategy.
One of the most highly anticipated speakers, Grant Davidson from one of Australia’s leading strategic branding agencies, will be covering the topic of the “roaring forties” — the new rules for marketing to millennials.
Millennials, currently aged 26 to 41, are dominating much of the purchasing in the natural food space, particularly as they enter into their forties. Australian millennials have a combined disposable income of around $530 million per year and now account for one in three purchases in the marketplace.
Davidson explains that effective marketing of impactful messages is vital to producers getting an edge over competitors. “Millennials are prioritising ethical, sustainable and healthy products. Producers need to convey a strong back story with transparent production practices, why the company exists and what benefits the product delivers health and beauty-wise.”
Davidson’s seminar will cover all areas of marketing from packaging to social media and websites. His philosophy? A digital-first approach: “A lot of beauty success relies more on social media and pre-retail storytelling. [Brands] really need to rely on inspiring demand so consumers walk into stores or go online and say, ‘This is the product that I’ve read about or seen which sounds amazing – I’ve got to purchase it.’”
Other sessions in the business summit include:
- The state of the market – What’s selling in Australia and why: Jarna McLean from IRI Asia Pacific
- Maintaining a competitive advantage at retail: Jessica Maree Gordoun, Director & Power Ranger, Ranged
- Getting ranged at retail in 2022: Martine Cooper, General Manager Merchandise & Partnerships, HealthyLife,
- Million-dollar marketplaces – Growth beyond bricks & mortar: Ben Whyatt, Innovation Sourcing Manager, Scalzo Foods
- Crowdfunding – Is it worth the effort?: Brock Hatton, Co-Founder & CEO, Chief Nutrition
- Reconnecting Australia to the world – Sharpening your export strategy: Dr Mirjana Prica, Managing Director, Food and Agribusiness Growth Centre (FIAL), Rod Arenas, General Manager Commercial, Food Innovation Australia Limited (FIAL)
- Aligning to true north – Driving ROI with audience-centric marketing: Gillian Fish, CEO & Founder, The 6AM Agency
According to Sinead Kavanagh, Product Manager at Naturally Good, previous summit attendees have said the information learned and connections made on the day has been invaluable. “For some, it’s helped transform their business. And often just being around fellow trailblazers and networking with fellow industry peers will inspire a marketing or creative burst.”
Tickets for the summit are now available at an early bird rate of $395 via the Naturally Good website here. Business Summit ticket holders will also gain free access to the exhibition held 6-7 June at the ICC Sydney.
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