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- Herausgeber: WS
- Kategorie: Fachliteratur
- Sprache: Englisch
The vegan marketing bible you’ve been waiting for.
Billions of dollars are being invested into the vegan and plant-based industries, but who’s going to come out on top? Marketing touches almost every aspect of business: messaging, distribution, customer service, sales, and public perception. How do you know what marketing strategies or tactics work? What media or social media outlets are important, and when? And how much should you budget?
Using case studies and examples from today’s vegan industry leaders, this vegan marketing book will teach you:
⦁ Marketing secrets of vegan and plant-based businesses around the world
⦁ How on- and off-line tactics contribute to a cohesive strategy
⦁ Topical issues that few marketing books are talking about
From reviewing the basics to defining the marketing terms you’ve seen but perhaps haven’t implemented, Vegan Marketing Success Stories covers your bases in marketing vegan businesses—all without requiring a million-dollar marketing budget. Learn what vegan brands did to weather the pandemic, and some that transitioned to become vegan. The vegan industry is on the rise, and Vegan Marketing Success Stories is equal parts inspirational, cautionary tale, and the practical manual you’ll need to succeed today.
“In depth, engaging, and immediately applicable, Vegan Marketing Success Stories will be a boon to your business, whether you’re a startup or already making waves.”
—Victoria Moran, Chief Compassion Officer, Main Street Vegan Academy
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 247
Veröffentlichungsjahr: 2022
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PRAISE FOR VEGAN MARKETING SUCCESS STORIES
"At a time when vegan businesses and technological advances are creating a multi-billion dollar industry, it's vital we have reliable resources like Sandra's book. This is the perfect collection of marketing best practices for entrepreneurs pursuing their dreams and a better world." —Erik Amundson, Co-Founder, Vevolution
"Whether you have a sustainable business or a vegan freelancer, there's no substitute for effective marketing. But what are the best marketing tactics for you or your business? Sandra Nomoto relates a variety of marketing methods in her latest book Vegan Marketing Success Stories and draws insights from the successes of a multitude of vegan businesses. Learn the exact tools they used to reach and attract their ideal audience and grow your own customer base." —Claire Smith, Vegan Entrepreneur and Impact Investor, Beyond Investing
"Vegan businesses and even non-profits will find Vegan Marketing Success Stories a massive help in creating intelligent marketing strategies, and find inspiration in the case studies and examples Sandra draws on. It's not only a valuable how-to, it's a fun read from a pro who is passionate about creating a vegan world." —Kezia Jauron, Co-Founder, Evolotus Public Relations
"I believe this book will be a very interesting tool to any business that has a specific niche, and that is looking for real examples of how to develop a marketing strategy and plan." —Tanya Oseguera, Co-Founder, Benji Vegan Gourmet & Shuka Foods
"A very insightful book with many examples of businesses that everyone should have some relatability with." —Jecks Stone, Founder and Creative Director, Persona Abode
"What a gem! Finally, a book on marketing that tells it like it is. Sandra shares insights and real-world marketing examples that represent the diverse world of vegan businesses. If you've ever felt lost trying to navigate the maze of marketing madness, you need Sandra's book! It will guide you with practical, honest information and help you tap into the resident knowledge of your peers, future colleagues, and trailblazing business leaders so you can plan your next successful marketing campaign. This is the book you've been searching for." —Stephanie Redcross West, Managing Director, Vegan Mainstream
"You can have the best vegan products or services in the world, but if no one knows about them, you don't have a business, just an expensive hobby. Marketing is essential for all vegan entrepreneurs and freelancers. But what are the best marketing tactics for your business? Sandra Nomoto has put together an excellent collection of marketing success stories from a diverse range of vegan businesses, in her latest book Vegan Marketing Success Stories. Find out the exact tools and strategies these business owners used to reach and attract their ideal audience. An invaluable, inspirational and practical guide for all vegan business owners." —Katrina Fox, Founder of Vegan Business Media & Author of Vegan Ventures: Start & Grow an Ethical Business
"You can have the best product and/or service, yet if no one knows about it, you won't succeed in business. Key to the success of any business is the most effective, high return marketing strategies available. Add to this if you are a vegan business and the stakes are even higher. Enter Sandra Nomoto's book, Vegan Marketing Success Stories. Drawing from the expertise of dozens of vegan marketing experts, Sandra overdelivers with the content. At your fingertips are insights sure to put you light years ahead of where you're currently at. A must-have for anyone serious about growing their business and revenue, get your copy today." —Kathleen Gage, Marketing Strategist and Podcast Host, Vegan Visibility
Vegan Marketing Success Stories
Copyright © 2022 SANDRA NOMOTO.
All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, without the prior written consent of the publisher, except by a reviewer who may quote passages in a review.
The publisher specifically disclaims any liability, loss or risk which is incurred as a consequence, directly or indirectly, of the use and application of any contents of this work.
This book is not endorsed by or affiliated with any other website or organization mentioned in this book in any way.
ISBN: 978-1-7780523-1-6 (ebook)
Editor: Carole Audet Interior and ebook design, index: Sandra Nomoto Cover design: Jomaira Lopes Author photo: Tosha Lobsinger
Published by Sandra Nomoto Enterprises in Vancouver, BC, Canada sandranomoto.com
Printed in the USA with vegan ink and distributed by Lulu
1. BUSINESS & ECONOMICS / Marketing / General 2. BUSINESS & ECONOMICS / Industries / Media & Communications 3. BUSINESS & ECONOMICS / Entrepreneurship
For all the vegans who run businesses, and the vegans who are employed there, all working for a better world
CONTENTS
CAMPAIGN REPORT
Contributors
Resources
Acknowledgments
About the Author
References
INTRODUCTION
THIRTY-SEVEN-YEAR-OLD JINGLES
I am stuck on Band-Aid brand, 'cause Band-Aid's stuck on me.🎵
I grew up in the eighties. Before I entered preschool, my mother and I were home alone often because my sister was in kindergarten and my dad worked. When I wasn't reading or playing with toys, I watched children's programs on television.
Because personal video recorders (PVRs) were not yet invented and you could not fast-forward past commercials, I watched many of them. To this day, I still hear the most memorable commercial jingles in my head.
I had a great childhood, but it was chaotic in some ways. After school, my parents would shuffle my siblings and I to music or dance classes, sports practices, or games. Sometimes information got missed and we wouldn't get picked up on time, or at all. I was never angry with my parents, but I later learned that they could have been more organized or communicated with us better. Between those experiences and doing well in spelling and writing, I took my language skills from AP (Advanced Placement) English in high school through to university, getting a degree in English Literature and Film Studies—a great combination of my love of books and movies. Then I landed my first internship in 2005, which turned into a contract job.
Within a year and a half, I rose from intern to assistant to the partners at a local public relations and events firm in Vancouver. The company produced events, some for the local film industry. This experience taught me how seemingly easy it was to get media to cover these events. We simply emailed a news release to a media list, and reporters and TV cameras showed up, publishing their newspaper article or TV segment on the days following the party. When our clients earned media coverage, they were happy with our work.
The company offered to pay for courses that would benefit me in my job, so I started learning marketing, and later took more courses in public and media relations and electronic marketing, which we'd later call digital marketing.
I knew I didn't want to produce events for the rest of my career, so within a year of leaving that company, I struck out on my own because I wanted to choose the clients I worked with. I created a logo, business cards, and website (in Flash! Remember that?) and did publicity for my first few clients. Although I had success in my early years, it wasn't satisfying me. In my personal life, I wanted to be more eco-friendly. After watching Earthlings in late 2007, I had cut meat out of my diet and wasn't eating much seafood, eggs, or dairy.
I focused on working with socially and environmentally responsible companies. In 2012, I renamed my company and quickly picked up clients whose values resonated with mine. A few years later, I began working with interns and slowly grew a small team, expanding our services to include social media in addition to media outreach. I worked toward earning B Corporation (B Corp) certification and earned it in 2016—we were the fourth public relations firm in Canada to earn this.
Although people tell me I'm good at social media, it's not my favourite thing to do. But aside from earning B Corp certification twice, one of the other milestones I'm proud of is being part of a marketing team in the Vancouver chapter of eWomenNetwork, a women's network with over one hundred chapters worldwide. Our chapter earned the award for Best Social Media and Community Engagement in 2016.
Later that year, I saw that Canadian media outlets were shutting down, or demanded payment to run a story about our clients (what we now call native advertising). More companies used social media and other digital tactics to market their business instead of doing traditional media outreach. I began contacting partner companies, hoping to rebrand my agency (again) and form a full-service communications firm, but for several reasons, it didn't work out and I didn't want to become yet another social media agency in town. I closed the company in 2018.
They say when one door closes, another opens. In my case it was many doors. That same year, I discovered I was sensitive to dairy and finally embraced a vegan diet, reaching the goal I set many years prior. While exploring other career paths, I quickly picked up a few clients who needed administrative help, and they repeatedly asked me to write for them. A year and a half after becoming fully vegan, I researched vegan and plant-based news outlets to see if I could make a career out of writing for them. While some pay writers, I discovered a full-time career as a writer would not be possible unless I applied for a job at one of these outlets. Discouraged, I sat down to meditate in December 2019.
That Friday evening, I received intuitive guidance to start copywriting for vegan businesses, since I identified as vegan. I launched my webpage at the start of 2020, and the rest is history.
In the summer of 2021, I received an intuitive reading from someone who said I would write a book that year. When I thought about my previous experience in public relations and all the marketing that I was paying attention to in the vegan business world, I realized that marketing for vegan businesses would be something I could share. And I could not find a book about it! Even though I have never held an official marketing position, I have done many aspects of marketing throughout my career and now I am more on the "front lines," writing pretty much any type of content my clients require.
I believe wholeheartedly that vegan businesses can do good for the world because of the impact already inherent in a vegan lifestyle: saving animals, improving human health, alleviating negative impact on the planet, lifting marginalized workers out of high-risk jobs in animal agriculture, and shifting resources to humans who still struggle to access food and clean water.
If you run a vegan business, I want to help you succeed! And good marketing is a big key to your success.
While I've divided the book chapters according to similar marketing tactics, a marketing strategy and plan encompasses many tactics, often at once. It's like a cocktail that can be made in different ways. No one plan will work for every company, and no marketing strategy is the same. Sometimes you need the right tactic at the right time.
Vegan Business Tribe's David Pannell explains it succinctly: "Marketing is rarely about running that one campaign that wins customers. Marketing works by combining lots of different activities, which takes potential customers along a journey with you."
This book is for those of you who are in the start-up stage and are new to running a small vegan business. You may be a solopreneur and are doing all the marketing yourself simply because you can't afford someone to help right now, or you believe marketing costs a significant amount of funds you don't yet have. You might be doing some things but aren't sure if they're working. Eventually, you want to know how to execute and outsource marketing strategies and tactics properly so you can focus on running and growing your business. If that's you, I feel you—I've been there!
Initially, I was hoping to receive stories from companies working with six or even seven-figure marketing budgets all the way down to a few thousand dollars, but most businesses that contributed to this book didn't mention their budgets. So, you'll hear stories from companies who barely spend anything on marketing—although they are still spending time—up to those who executed a campaign costing upwards of $50,000.
Maybe you're a marketer of a company with a few years of marketing experience already, but you are new to marketing for a vegan business specifically. Or perhaps you're now working with a larger budget you're not used to. As a marketing manager or director, you want to level up your work and perhaps try new things to meet the company's sales and growth goals, and this book will give you some ideas about what you can do.
I cannot promise this will be a book of spells that will give you marketing magic in an instant, but what I know for sure is that you'll learn something new that you haven't tried before, and hopefully gain the confidence to try new things or upgrade your existing marketing activities. Like fashion, marketing involves keeping up with the times.
In Chapter 1, we start with the basics: company names, advantages of being the only company or person in your market, market research, customer service, networking, and messaging, including taglines. If you're thinking of changing your company name to have the word vegan in it (or do the opposite), are new to online or in-person networking, or need to refine your message, this chapter will give you ideas and inspiration. It's hard to do more advanced marketing tactics if you don't have the basics down like your tagline and message! You'll learn why the secret to Vegan Business Tribe's marketing is its customers' journeys, some incredibly useful insight into servicing the food industry from author and food safety & allergy specialist Heather Landex, and great tagline examples from Humane Wildlife Solutions and Mandy Gill, in addition to some of my personal favourites.
In Chapter 2, we cover a few tactics that came before the digital era and some that are still used today. I talk about traditional advertising like TV commercials, native advertising that looks like a blog, article, or news segment but is paid, outdoor ads like billboards, and forms of direct marketing. You'll learn some great examples of TV, outdoor, and native advertising, including Blue Tribe's winning partnership with ScoopWhoop, and a truck in Germany that's raising awareness for animals used in experiments. Even if you don't invest a cent in ads, you'll see how they overlap with digital tactics like online articles, videos, and social media.
In Chapter 3, we go through the various types of sales promotions, from sampling to discounts, contests, and promotional items, or free merchandise. Anyone who has been to a Costco store knows that sampling is a great way to get people to buy a product (or at the very least, try some new snacks!), and you can't beat that feeling you get when you win a prize after forgetting you entered a contest. You'll learn some examples of discounts, rewards programs, and merch, and get insights into the contest of all contests Those Vegan Cowboys executed.
In Chapter 4, we cover the various aspects of public relations, from traditional media outreach to influencer marketing and other types of collaborations. Sometimes the best way to get talked about is to be your own media outlet through speaking, books, and having your own podcast, like Kathleen Gage and Vegan Business Tribe. We also touch on forms of influencer marketing and the importance of partnerships and collaborations in business. You'll learn that public relations is not only about talking to the media, but includes influencers, other businesses, and, of course, your audience directly. You'll also learn what some vegan businesses are doing to give back to communities.
In Chapter 5, we talk about all things digital, from what your website must have to social media tactics that work, email marketing, search engine optimization, blogs and other online articles, and pay-per-click advertising. You'll pick up some great video secrets from The Very CreatiVegan's Darren Cavanagh, see examples of good graphic design, and learn how organizations like Vejii and Animal Justice bring several digital strategies together to grow their online communities.
In Chapter 6, we go face-to-face and talk about marketing your business at events, conferences, or through direct sales. You'll learn how events landed Benji Vegan Gourmet a spot on Shark Tank Mexico, common examples of consumer and trade shows, and a successful retail sales approach Vegan Brand Marketing executed for its client.
In Chapter 7, we cover a hodgepodge of tactics that didn't fit in earlier chapters: earning word-of-mouth marketing, pivoting your strategy, and how companies started new initiatives or marketed differently during the pandemic. You'll also learn about brands that transitioned into vegan companies and how important the telling of that story is.
In my search for case studies, I initially reached out to almost 280 businesses across most continents. Some did not respond or declined (marketers are always busy!). Forty-seven companies contributed stories, and there are an additional few dozen companies mentioned as examples. Out of those that contributed stories, over 60% said at least one person on their team identified as vegan.
I intentionally excluded certain types of businesses such as celebrity-founded or funded companies, start-ups that have investment money but not enough experience to know what marketing strategies or tactics work for them, those owned by parent companies that aren't vegan, and others that create cell-based animal products (which, in my opinion, are not vegan). There are many—so many—vegan businesses around the world and it's impossible to know what they're all doing at once, but I hope this gives you a glimpse into some strategies that have made today's vegan businesses and solopreneurs successful and helped them weather the pandemic.
I wanted to get a good cross section of vegan businesses around the world in varying industries, owned or marketed by people of different genders and ethnic backgrounds. There are enough large corporations (even vegan ones) run by white men, so it was important that this book reflect a diverse range of vegan founders or marketers.
If you're thinking that you're too small to have a marketing budget or start thinking about developing a marketing campaign, know that many of the businesses in this book do not even follow the campaign model, but instead test out tactics, and then stick with what works for them.
If you don't want to read this book chronologically, that's cool! Skip ahead to the chapter you're most interested in. You'll find lists of work references, all the contributing companies and their representatives, and resources at the back. Visit veganmarketingsuccess.com for an accessible list of resources and references. I've also included a couple of blank pages for notes.
To contact me, flip to the author page at the back.
Are you ready to learn the marketing secrets of some of the world's leading vegan businesses? Let's go!
1 MARKETING BASICS
Anyone can start a company, but you must know how to market it if you want to be successful. This involves:
Determining what to call your company, product, or serviceWhere you're going to sellHow to attract your ideal customer or client How you're going to handle customers or clients and take them through a saleBefore you spend money to make money, it's always good to know or review the basics.
COMPANY NAMES
What's in a name? Everything! Coming up with the perfect company name can be difficult, and that's why it's not uncommon for names to change. When I launched my business in 2020, I originally used "The Vegan Copywriter," a perfect description of who I was and what I did. While it attracted vegans at the outset, a former client from my previous business asked me if she had to be vegan herself to work with me, and that's when I realized I might have unintentionally steered potential clients away. While it'd be great to have clients who are living vegan lifestyles, my goal is to have a roster of clients that are vegan businesses. Also, few people know what a copywriter is or does. Someone at a meetup thought I was a "copyrighter" who handled copyrights.
One month into the pandemic, a marketing colleague offered free consulting sessions. I told her I thought of going back to "The Word Doctor," the domain I'd bought a few years earlier. That's when she gave me the idea for "The Content Doctor," to incorporate my service into my title. It's generic enough that it attracts more folks than vegans and also gives me the freedom to offer what type of content I want to write or edit for my clients.
I was curious to hear whether having the word "vegan" in someone's title or company name helped with their marketing efforts. I received a few responses around this.
For Justin Manning, creating the term "Vegan Financial Advisor" in 2018 was the best marketing move he made. Two years into working in the financial services industry, he was employed with one of Canada's largest firms and living as a vegan for six years. He learned about critical illness insurance-which could easily be called "heart disease, cancer, and stroke insurance," as these are the top reasons for claims. When the meeting took a lunch break, the firm brought in double-pepperoni cheese pizza, chicken wings, Pepsi, and Coke. He realized many financial advisors don't know the connection between food choices and health issues causing insurance claims. At that moment, he knew he was on a path to marry his previous career in health and fitness as a vegan, with his new career in financial services as a vegan. He couldn't market or brand himself the way he wanted because of corporate restraints. Manning explained: "During my transition to the brokerage side of financial services, I was hesitant about using the title Vegan Financial Advisor, but I decided to move forward with it for two reasons: 1) Because this brand would be all over my social media channels, I figured it was an opportunity for activism within the financial services industry; 2) Because this brand would help me attract ideal clients who are value aligned with me from the start."
This market positioning has allowed Manning to work with some great individuals and private and public companies who are in 100% value alignment. He's also garnered speaking and podcast opportunities not only in Canada, but around the world.
There are some creative companies that also use the word "vegan" in their names: GTFO It's Vegan, Slutty Vegan, Talk Vegan To Me Clothing, Those Vegan Cowboys, and Val the Vegan Therapist, to name a few favourites.
If you don't think you have a company name that stands out, you can name products or services creatively. Vegan rock icon, Ironman athlete, and author John Joseph named one of his books Meat Is for Pussies: A How-To Guide for Dudes Who Want to Get Fit, Kick Ass, and Take Names. How's that for breaking stereotypes?
Or take a plantable page from the UK's Uncommon Creative Studio and Merchant Gourmet—a plant-based, healthy grains and pulses brand—which collaborated on The Simple Plant-Based Cookbook. The book contains over sixty recipes and a limited edition cover made of recycled paper and real seeds that when planted will grow basil, parsley, and oregano. [1]
Photo courtesy of Uncommon Creative Studio
Although the word "vegan" isn't in Chloe Bullock's company name, Materialise Interiors, using only vegan items in her interior design services is a big part of what sets her apart. "I just make all my projects vegan," she said.
You'll find a lot more examples of businesses throughout the book that have the v-word in their company name, but that doesn't mean yours needs to have it. Whether you are "out" as a vegan company depends on your ideal client or customer, and how much you want to involve veganism in your messaging.
THE ONE, THE ONLY
If you're the only business in the world that does what you do, you've got a leg up on your competition (even though I believe vegan businesses are all in it together!). If you're one of the few, you have a good share of your market and that means it'll be easier for you to stand out when customers are looking for you. While the number of vegans are still few compared to the global population, it's growing steadily each year, so if vegans ARE your primary audience, being the only vegan company or service provider in a specific market can give you an edge.
While there are many copywriters in the world, so far I have only found a handful who are vegan. And I believe I'm the only ghostwriter, editor, and formatter of books who is vegan and a woman of colour, which I think is pretty damn cool.
Dr. Michael A. Klaper is a physician, educator, and speaker whose career began in 1981. He's now known as one of the first doctors worldwide to advocate for plant-based diets and the end of animal cruelty.
Kevin Newell is the owner and founder of Humane Wildlife Solutions, the only vegan alternative to pest control in all of Europe. "We are lucky as we are the only type of business like this in the world. It's this fact that we play and build upon, and we do this by repeating it and telling as many people as possible," he said.
For Diana Edelman, Founder & CEO of Vegans, Baby, being a vegan leader in a specific community can create unexpected opportunities. When she launched her website (vegansbaby.com) in 2016, there was little information online about where to eat vegan in Las Vegas. She grew her community, and I'll touch on how in later chapters. Upon the suggestion of a friend, she launched the Vegans, Baby Las Vegas food tour in 2018 and a year later, it was named one of the nine best vegan food tours by Travel + Leisure. She also started Vegan Dining Month in Las Vegas, began partnering with and consulting for restaurants and events, and is now curating vegan tours internationally.
"Any idea I've had, I've tried, and they've all pretty much worked, which I'm so grateful for," Edelman said. "I've never had a business plan. I wake up one morning, say, 'I'm going to try this.' And then I just do it and see how it goes. That's how I've operated." So, if there isn't yet a thriving vegan community where you live, you might have a new career waiting for you!
Although people have always been photographing and filming animals, We Animals Media (WAM) created the animal photojournalism genre. A non-profit agency, much of its marketing success comes from supporters who believe in its work and see that it's doing something novel. It was initially a project started by animal photojournalist Jo-Anne McArthur, who suddenly found a few thousand dollars a month coming in through a Patreon page. Today, WAM is a media agency that provides imagery for free to animal activists and non-governmental organizations (NGOs) to help them do their work. WAM relies on grants, donations, sponsors, and for-profit media. They also plan to ramp up print sales. Founder and President Jo-Anne McArthur said:
We're the biggest in the world in terms of an agency doing animal photojournalism, so we're unique. We are leaders in this field. We leverage that we're doing something necessary, different, pioneering. And also, people donate to us because of our spirit of generosity. They see we're going out and doing this hardcore investigative work. We're putting ourselves on the line, and doing it globally, for the good of animals. That's also how we get donations and revenue. It's proving to be very successful, because our revenue increases every year, and we've been able to grow from a project of one—me—to a staff of ten, with forty-five contributors globally.
What if you're the first to create a vegan product or service that would normally involve animals? Follow Your Heart created Vegenaise, the original egg-free spread. OmniFoods created OmniPork, which—in my opinion—is even better than what I remember Spam tastes like. Many companies have followed JUST Egg's lead in creating a product that makes a plant-based scramble or omelette, and others are racing to market their vegan versions of a boiled or sunny-side-up egg. The Roots Foundation opened the UK's first vegan barber shop in 2017, and Saorsa 1875 proudly boasts it's the UK's first 100% vegan hotel.
Will your product or service be the next vegan trailblazer? One thing's for sure: You can't say vegan companies aren't innovative!
MARKET RESEARCH
You can do market research at any point in the business, but it's especially important before you launch to ensure that there is a market. And the great thing is, it doesn't need to cost a lot to do—you simply need time and a small sample of your ideal audience to test whether they would buy your product or service.
In a previous life, my sister and I launched an upcycled clothing company. Before we began selling items, I sent out a survey to about a hundred of our female friends, acquaintances, and colleagues to learn about their online buying habits and whether sustainability was a driving value for them. I offered a $50 gift certificate to a random person who filled out the survey. It gave us a good idea of whether women would buy clothes made of second-hand items before we got to working on a prototype.
While a survey can give you some great data, it's even better if you can get enough of your ideal audience to try out samples, prototypes, or a service and get their feedback directly. You may find that the audience you thought would buy your product or service isn't your ideal demographic.
You can hire market research firms to do surveys or conduct focus groups to see if your ideal audience likes your product or service, or get them to provide feedback on the ads or other marketing materials you've designed before you release them. Be aware that these services can cost tens of thousands of dollars, so it's more likely that larger companies will pay for them.
Even within the greater category of "vegans" there are many subgroups: children, teens, college students, working professionals, parents and parents-to-be, seniors, athletes, vegans who run outdoors, vegan coaches—you get the idea. The more you can niche, the better.
It's also important to include a wide range of ethnicities, genders, ages, and abilities in your market research so you can better understand each demographic, which is something we'll talk more about in Chapter 7.
Perhaps your audience does not include vegans and you want to reach more omnivores with the goal of getting them to eat more plant-based. You can even conduct research with the goal of sharing it with the media and earning media coverage for your company. You'll learn about this in Chapter 4.
