Heather also hosts a weekly podcast, RD Real Talk, talking with her fellow anti-diet weight-inclusive practitioners as a free option to learn more about non-diet and weight-inclusive practices.

You may have seen some of her work in national publications such as The Washington Post, Runner’s World, Outside Online, NBC News, EatingWell, and Women’s Running.

Check out her full interview below!

Tell us a little about yourself, how did you get started as a dietitian and what do you do today?

My career started in public and community health, as a WIC nutrition counselor. I enjoyed that job and learned a lot; it was my first experience with counseling, which I’ve now done in every job I’ve had since! That said, from day one, I had some entrepreneur vibes in my head. I started a blog and always had a “side gig” with writing, sports nutrition, and eventually seeing clients one on one. My last job was part of a small, scrappy and creative team at a health-related start-up. When that folded, I went full-time on my own in 2017 and that’s what I do today. I have a virtual private practice, my podcast (RD Real Talk), and I host a non-diet RD Supervision Group for fellow practitioners doing counseling in this space. I also founded Weight Inclusive Nutrition and Dietetics (WIND), which has a free Facebook community and I host at least two continuing education events per year through WIND. (Virtual for now! But hopefully in-person again soon.) 

What is your mission as a dietitian? 

The core of my work has always been to help folx explore their relationship to food, health, and exercise in a way that helps them figure out what “wellness” means to them. Now, I would add that my mission, as a dietitian who supports other dietitians, is to create spaces for us to learn non-diet, weight-inclusive practices and spaces to have conversations that help us grow as practitioners and humans. 

What do you look for when choosing new products to buy or recommend to clients?

I’ll often recommend things I’ve tried and that I genuinely like and/or have found helpful. Next, I think about what makes sense for the client and their needs, preferences, and values. And as often as possible, I try to consider who is behind the brand, and how the brand/company shows up for issues that matter to my communities. 

What is the value of working with brands to both you and your customers/clients/audience?

To be honest, I had a rocky relationship to the “brand partnership” aspect of owning a business for a long time. As a non-diet dietitian, these feel like tricky waters to navigate. But once I started hosting continuing education events, I realized how essential partnerships are to the process of creating accessible resources! And as I’m now in my fourth year of hosting a free podcast (that is not free to produce!), I value both and am so appreciative of brands who support this work and help make this resource possible, too. I’ve realized that this isn’t a black-or-white business thing; I’ve learned how to get creative to support brands and have them support my work, while staying aligned with non-diet values. It’s very doable! It takes a little extra creativity and honest conversations, but that’s true of a lot of things. 

How did you start working with brands? (or what was your first brand partnership?)

I think one of my first brand partnerships was with 88 Acres; a dietitian I know well was on their team, and they were supportive of some early business ventures! They were also just getting some programs off the ground to connect with dietitians, and I was happy to help bridge that gap in any small way. I started with some social media campaigns, as many folx do. Then I branched into event sponsorship relationships, and podcast partnerships. That’s most of what I do now, since I’m not much of a “food poster” and definitely not a recipe developer! I’ve also done some freelance writing and consulting for brands who want to better understand non-diet work and messaging. 

What are some of the more unique ways in which you’ve partnered with brands?  

The primary ways I’ve partnered with brands are through podcast partnerships and event partnerships. I’ve had brands sponsor coffee meet-ups at big conferences for WIND, podcast episodes, a podcast panel that we hosted live at FNCE in 2019, and partner with us to provide snacks and/or meals for in-person WIND events (when those could happen!). 

What advice do you have for other RDs who want to connect with brands? 

Some things that have been true for me, when it comes to brand partnerships but also overall business relationships: 

• Be patient and let them develop over time. Hardly any pitch was a “YES” from the beginning, but over time (a few years, for me) I’ve developed really solid and mutually beneficial relationships with a variety of companies that have been supportive of WIND and the podcast. 
• Don’t be afraid to ask for what you need and what works for your business. This isn’t a one-size-fits-all thing. 
• Get creative with how you partner with brands! I didn’t reach out to brands or companies for a while because I wasn’t sure my “following” was big enough and I didn’t want to do recipe development. But there are so many ways to partner with brands and companies, there’s a lot of room for creativity! 

Do you have any advice for brands who want to connect with RDs? 

Remember that not every RD wants to develop recipes, and RDs practice nutrition in a variety of ways. 

Just for fun, what is your go-to healthy snack?

A few of my go-to satisfying snacks these days are yogurt and granola with chocolate chips and/or fruits, snack bars (easy on-the-go with kiddos!), and trail mix.

Interested in connecting with Heather more? You can visit her website, follow her on Instagram, or connect on Link!

The post Meet the RDs: Heather Caplan appeared first on Gorham Consulting Group.

Keep reading to learn all about Monica and her experience!

Tell us a little about yourself, how did you get started as a dietitian and what do you do today?

Hi! I am a sports performance RD.  I specialize in fueling athletes to enhance their sports performance! I was about 15, so very little credible nutrition knowledge and decided that I was going to pursue sports nutrition. That was 12 years ago! Today, I am the Team Nutritionist for the Denver Nuggets #GoNuggets! I am a Performance Dietitian at Landow Performance for their NFL Combine Athletes and members. I’m also the Performance Dietitian for The Institute where I work with student athletes, sheriffs and corporate wellness members. I have a private practice where I see mostly women who want to learn how to better meet their fueling needs for their sport or training. I work in media, appearing regularly on TV and some social media influencer work. 

What is your mission as a dietitian?

Fuel my athletes!! Get all my clients in top nutrition state so they can perform the best and love what they eat. And also, pave the way for future dietitians to be in pro sports. But, I know I have to focus on my athletes first and hopefully create a good reputation for future dietitians to follow. 

What do you look for when choosing new products to buy or recommend to clients?

I always look at…

1. The language they use to promote their products. 

2. Reliance on evidence-based nutrition science for marketing and product development. 

3. Does their nutrition profile match what it’s promoting itself as?

4. Does it taste good or not? (This is a biggie! It’s not nutritious unless it’s eaten.)

5. Will it actually fuel my athletes and enhance their performance (in other words, would I put their product in a meal plan for them to achieve a stronger physique, improved recovery, healthier immune system etc.)?

Those are the basic questions I ask myself before I accept a brand. Then I go above and beyond for companies that are just super nice and happy to welcome my creativity. B Corp gets a bonus from me too. 

What is the value of working with brands to both you and your customers/clients/audience?

The value is that there is a two-way street! I not only get to improve clients’ relationship with food and fueling by sharing new products, but I also get to weigh in on the products themselves. 

How did you start working with brands? (or what was your first brand partnership?)

Athleta was my very first brand partnership! I was the store ambassador for Cherry Creek in Denver. I was at 600 followers on Instagram, but they didn’t care about that metric. They wanted someone who had influence in real life and in the Denver fitness community. It was a perfect match!

What are some of the more unique ways in which you’ve partnered with brands? 

TV is the most unique because not a lot of brands have television in their marketing budget so it feels less saturated. It’s also my favorite way because it feels the most natural and authentic. I have the most fun and brands are happy to share the content. I’ve also been a panelist for a speaking event that Kroger hosted at the Civic Center in downtown Denver. 

What advice do you have for other RDs who want to connect with brands? 

I recommend being true to your audience. I also think when you celebrate the brand on their profiles, genuinely, of course, it creates a better partnership. Certainly getting on platforms like Link is great too because there are so many brands who may just be starting out and want to grow something awesome!

Do you have any advice for brands who want to connect with RDs? 

Haha, I can only speak for myself but I really like having flexibility in my content. Deadlines are super helpful. One more piece of advice is to send a product but without expectation. I know it sounds weird but it’s really uncool when a dietitian is promoting a product he/she/they doesn’t/don’t genuinely like it. I have discontinued my relationship with very popular brands because I truly did not like their product and didn’t want to keep up with the demands of their posting schedule. Like, don’t make me live on Instagram. Brands have to make money, so do RDs. And most of the time the dietitian they’re working with isn’t making their living from influencer work but influencer work takes time.  I don’t make much money from influencer partnerships so it makes me want to do them less, but if it helps my clients then I’m more open to it. 

Just for fun, what is your go-to healthy snack?

Smoked oysters from the can and Siete Lime Chips. My mouth is watering just typing it. Yum!

If you are interested in connecting with Monica, you can find her on Link, Instagram, and at www.mindonnutrition.com/.

The post Meet the RDs: Monica Salafia appeared first on Gorham Consulting Group.

Brand after brand tells us that working with RDs makes a difference to them because RDs understand how to talk about products and their benefits far better than the average influencer. They understand who the product is meant for, who would be interested in it, and who could benefit from it for their special diet. Consumers want to know that the products they choose have a proven benefit and are supported by science, but they don’t necessarily need to see or hear the nitty-gritty details. RDs have a way of interpreting the science and relaying it to consumers in easy to consume and understand ways. And, in our brands’ words, “They just get it.”

So… when we surveyed our RDs – we weren’t surprised that the majority reported looking at the ingredients list before the NFPs (nutrition facts panel). In fact, 74% of dietitians we surveyed said that the ingredients list influences their buying decision more than the NFP. Dietitians inherently know the benefits and drawbacks of each ingredient and how they work together within the body. 

But what did slightly surprise us was how many RDs responded, unprompted, with comments about how much the company’s messaging impacts their buying or recommending decisions. RDs are evidence-based practitioners so they’re not quick to jump on fads and trends and would prefer that companies didn’t push misleading information, false claims, or fad diets and lifestyle trends on consumers. 

So, here’s a quick breakdown of what RDs look for when seeking out and discovering new products to try or recommend. You may use this to help determine if RDs, or what type of RDs are right for your brand, or even what you choose to prioritize in product development or brand messaging!

What RDs look for in a brand:

• Ingredients come first (but don’t get us wrong, taste is still king).
  • According to a small survey we conducted, 74% of dietitians say that the ingredients list influences their buying decision more than the nutrition facts panel
  • Dietitians report that most of their clients are asking about simple, easy to recognize ingredients– more and more people want to know what they are putting into their bodies
  • Simple, nutritious, ingredients that they (or whomever they are recommending the product to) would recognize
  • The fewer ingredients the better!
  • Ingredients are listed in order of highest to lowest amount in the product. RDs may look at the placement of ingredients to help inform their buying or recommending decisions (ie if sugar is listed first)
  • RDs report that most of their clients are seeking low added sugar* rather than macronutrient (carb, protein, fat) profile
    * Low added sugar doesn’t necessarily mean consumers want artificial or high intensity, nonnutritive sweeteners instead, in fact, many prefer real sugars just less of them! It depends on the product category, but we’d say less than 5-10g per serving is a good number to shoot to be under. The less the better!

• Nutrition facts come second
  • RDs work with a variety of populations so may prioritize different nutrients on the NFP. But overall, RDs look at a product’s serving size, as well as the sodium, sugar, trans and saturated fat, fiber, and protein content. And depending on if their clients have a special diet, they may look at % daily value of different vitamins and minerals.
  • Reasonable amounts depend on the type of product and the individual
    • For example, athletes may need more sodium or more carbs; whereas consumers with diabetes will likely be looking for lower carb options, and patients following a heart-healthy or renal diet will be looking for low sodium options – among many others
    • In general, for the average health-conscious consumer, you may choose to aim for the following guidelines:
      • Simple, real, whole food ingredients, as much as possible
      • 2+ grams/serving of fiber 
      • 4+ grams/serving of protein
      • Less than 5-10 grams of sugar per serving, lower the better, with a preference towards real sugars versus non-nutritive high-intensity sweeteners
      • Less than about 200mg or so of sodium per serving
      • No artificial sweeteners (sucralose, aspartame), high intensity, nonnutritive sweeteners (erythritol, allulose, stevia, etc.) depend on personal preference and reaction. Some artificial sweeteners can cause an upset stomach, while others can have a strong taste and intense sweetneess. Dietitians have mixed opinions on these sweeteners but know which types of consumers and special circumstances these sweeteners fit into. 

• Lastly, but more important than you may think, is your messaging.
  • Dietitians can read through your marketing message to help determine who your product is best suited for and determine the healthfulness of the product – they may even think of new populations you hadn’t considered
  • Not pushing fads or trends – Just because it’s trending on social media, doesn’t mean that the specific diet or ingredient is good for everyone– or sometimes anyone!
  • No false claims – RDs care about educating the general public and helping to make healthy eating easier for them, and won’t support brands who share midleading information to the consumer
  • Fits with their personal diet or lifestyle as well as their familys’ or clients’ dietary needs (ie plant-based, food allergies, taste preferences, kid friendly, etc.)

What have you prioritized within your brand’s mission and values? How does this come through and show up on your different brand’s touchpoints? How does your brand message stack up with what the RD community is prioritizing? 

The post For Brands: What RDs look for in a brand when making buying decisions… appeared first on Gorham Consulting Group.

No matter which area of dietetics you work in, you are still connecting with people to educate and share your nutrition message. So really, the term ‘influencer’ is a bit misleading, because we’re all influencers, even if you aren’t insta-famous.

So, if you’re still wondering how to position yourself to a brand if you don’t have a huge social media following, or what it is that brands want from RDs, or even places we see opportunities for RDs to work with brands- we’ve got all the info you need, below!

How to position yourself when trying to work with brands

Let’s kick it off by talking about what it is that brands want when partnering with RDs. The number one thing that you bring to the table is your credibility as an expert. But it is essential to remember that your RD credential is not your only value or your selling point (see Do’s and Don’ts for landing brand parnterhsips, here). The great news is that credibility is only one piece of the pie! 

Remember, they aren’t just looking for any RD, they are looking for the right experts for their brand. So, when it comes to positioning yourself to the brand you need to showcase the various value-adds you would bring to a partnership. What is the specific value you bring? It doesn’t need to be a large following. Remember, it should be a mutually beneficial partnership. Your value may lie in your specialty or niche, food photography skills, experience writing, upcoming events and presentations, your food allergies, dietary preferences, or personal experiences with food and nutrition, and on and on it can go! Truly there are so many different ways to partner and bring value. 

The key to positioning yourself is positioning your unique value. When positioning your value and what to highlight, consider the below list as things brands want from RDs.

What brands want from RDs:

• Credibility
• Trust
• Ways to stand out
• Brand Awareness
• Product in the hands of their target consumer
• Nutrition Insight – substantiate or help identify nutrition differentiators
• Consumer Insight
• Advice on product innovation
• Nutrition communications 

Also, in your brand pitch, along with your unique value, be sure to include how your value relates specifically to their company, products, or what they stand for – it’s all about building the relationship and creating the best possible connections.

Areas of Opportunity

Opportunities are endless, really! Consider what you are currently offering to clients and think about where a brand may be able to fit in. Are you hosting a workshop, cooking class, or presentation? Do you have a membership, course, or podcast they could get involved with? Are you writing a cookbook? Do you love to write or develop recipes? Do you have experience in food science and want to offer your expertise on the product development side?

• Offer to take over THEIR social media accounts (again you don’t need to have thousands of followers to be on the brand’s Instagram giving nutrition tips in your specific area of expertise!)
• Share product samples with your clients 
• Participate in ambassador programs
• Write for their blog if the brand’s audience aligns with your expertise
• Be a source for media mentions
• Create content
• Offer consultations on your specialty to help them learn more about communicating with this audience
• Webinar sponsorship
• Join RD-hosted conferences
• Host workshops – Food Photography, Culinary Nutrition, etc.
• Podcast ads
• Sponsored speaking engagements & presentations
• TV segments

See more ideas in this blog post too! Tell us, how have you worked with brands off of social media? Tag us with #linkrd to show or tell us what amazing things you are up to! 

The post For RDs: Breaking News! You Still Have Influence (even if you aren’t an “influencer”) appeared first on Gorham Consulting Group.

To us and our Link brands, nutrition experts are some of the most powerful partners for a health and wellness company. Their expertise offers your brand credibility among consumers, helping you to stand out in the highly competitive better-for-you space. (Learn more about standing out in this competitive space, here).

Finding the RIGHT RDs

When we work with brands, rather than connecting them with any and all RDs, we focus on connecting them with the right RDs for their brand, thereby creating an atmosphere to build powerhouse partnerships! We (virtually) sit down with the company and ask them more about their target audience, current goals, upcoming campaigns, store launches, and more. We think critically and strategically about how certain dietitians could help to support bigger picture goals (read more here) like supporting key retailers, reaching ideal consumers, or contributing to company marketing campaigns.

When we do this initial download, we often find that we bundle RDs by their industry, specialty, or their location. Industry, meaning retail, media, clinical, private practice, corporate wellness, etc. Specialty meaning, gut health, plant-based nutrition, child nutrition, sports nutrition, diabetes, etc. And the location is usually to support various target markets or store launches.

To find the right RDs for your company, think through who it is that you are trying to target – and this may vary throughout the year. During back to school, you may be focused on reaching moms and kids, when you launch in a new retailer, you may be focused on reaching people in specific cities. At other times you may be interested in media, or podcasts, or guest blog writers.

The benefit of RDs is that the people they reach whether in their local communities, online, on tv, or in their practice are all interested in health and wellness. Their expertise gives them instant credibility and trust among the consumer.

So, where do you find these powerhouse partners? (Also, see Are RDs Right For My Brand?)

Where & How To Find RDs

Dietitians are visible both online and within their local communities and there are a handful of ways to find them.

Social Media

More and more RDs are now on social media, specifically Instagram. You can try searching for RDs with dietitian specific hashtags like #rdchat or #rdsofinstagram.

Google

If you have more time on your hands, you could always try to Google ‘dietitians near me’ or include more keywords for a specific type of dietitian.

FNCE

Typically, this is a highly recommended event for any brand seeking to connect with RDs. In the past, the annual Food and Nutrition Conference and Expo (FNCE) attracts over 10,000 RDs from all over the world to the conference each year. Due to the pandemic, the 2020 show moved online and they recently announced that they have decided to host the 2021 show online as well. RDs have shared that they enjoyed the virtual format for the education sessions but that a virtual brand expo was not as much of a draw as it usually is in person.

The Academy of Nutrition and Dietetics

This is the large organization of nutrition professionals. They offer state, national, and subgroup level sponsorships. If you have it in your budget, this can be an okay option for mass outreach to RDs.

Link

Naturally, we have to mention Link here! We created Link based off of our work consulting with brands by helping them to connect with RDs. As mentioned above, we most often find that brands need to seek out RDs based on their specific industry, specialty, and location. When Link brands access our RD database they can filter through the experts by exactly that– making finding your powerhouse partners accessible with just a few filters! 

Not all partnerships are created equal and while all nutrition experts bring a level of credibility and awareness to your brand, at Link we want all your partners to truly move the needle for your business and be powerhouse partners! We also don’t think it should be SO difficult to find partners that meet your specific goals, campaign needs, or new initiative KPIs. By using filters like location, specialty, and industry, among other factors, you can truly feel the powerhouse connection!

Link makes it easy to seek out sampling and partnership opportunities with the right experts for your brand. Create your free account here and see for yourself!

The post For Brands: Finding Powerhouse Partners appeared first on Gorham Consulting Group.

Tell us a little about yourself, how did you get started as a dietitian and what do you do today?

I have been a dietitian since 2018 and shortly after began my first (and only!) RD position as a grocery retail dietitian, which is still where I am today. I have a love for all foods- from broccoli to chickpeas, to chocolate chip cookies and pizza! I have a 1.5 year old son who is my foodie-in-training and two dogs who love to hang out under the high chair during mealtime. 

What is your mission as a dietitian? 

My mission as a dietitian is to show people that eating healthy is NOT complicated. Making nutritious choices can be simple, enjoyable, and can very much fit right into each individual’s lifestyle, culture, and taste buds! 

What do you look for when choosing new products to buy, recommend, or bring in-store?

I look for a few different things when I look for new products to buy, recommend and bring to our store. First and foremost- nutrient content. I look for products that are low in sodium, added sugars, and saturated fat, but high in essential nutrients like protein, fiber, omega-3’s, calcium, and iron! Second- I look for products that are different and have a unique factor that makes them stand out to customers (this makes it much easier for me to help promote them!). Last, I look for products that I would actually buy and consume, myself! This means that the nutritional value, price point, taste, and versatility of the product are all on point. 

What is the value of working with brands to both you and your customers?

As a retail dietitian, there is so much value to working with brands. Working with brands helps me to find out about new products that I may not have heard about before. It also allows me to taste products and better describe and recommend them to my customers. The ability to communicate directly with brand representatives gives me a go-to resource to ask product questions and find out about key features that make their products stand out. By establishing partnerships with brands, I am able to better promote products in-store, therefore, increasing sales, and driving success for both our store and the brand! 

How did you start working with brands? (or what was your first brand partnership?)

Over the past 2+ years, I have worked with so many amazing brands. The RD Link has connected me with Manitoba Milling, Simple Mills, Forager Project, and Hilary’s to name a few! They have all been super supportive for all of my customer events. 

What are some of the more unique ways in which you’ve partnered with brands? 

One of my favorite things to do is a “goodie bag” event for our customers. I reach out to several brands within a certain theme, such as breakfast products, I gather samples, coupons, recipe cards, or other promotional items and create goodie bags for our customers. I put together a list of all of the products/coupons and where the product is located in our store. I hand them out to customers while educating them on breakfast tips and products- our customers really enjoy this.

What advice do you have for other RDs who want to connect with brands? 

I would advise RDs to reach out and establish connections whenever possible- whether it’s your favorite brand of all time- or one you’re unfamiliar with. Brands are continuously creating new products and making improvements to current products. Partnerships allow you to keep up to date on what’s available, product changes, and any potential new products that customers may come looking for. 

Do you have any advice for brands who want to connect with RDs? 

I love connecting with brands who are able to offer coupons and samples for our customers. In my experience, customers are much more likely to try out a new product if it is 1) in our circular 2) on sale 3) there’s a coupon 4) they can sample first. During the pandemic, it has been difficult to do sampling events for products that are not sold in individual packaging- so we appreciate anything that can come in single-serving packs! If you are unable to provide samples or coupons, sending us recipe ideas, product highlights, or notifying us of when the product will be going on sale, this is helpful too. 

Just for fun, what is your favorite kitchen tool?

Not sure this counts as a tool (more of an appliance) but hands down, Ninja Foodi! 

Connect with Jessica and see her latest partnership opportunities on Link.

The post Meet the RDs: Jessica Hollembeak appeared first on Gorham Consulting Group.

While we all hope for events to resume as safely as possible this year, we know they will likely look different, they may still be virtual, and many brands will choose not to attend. (We’ve already heard of events being cancelled and FNCE just announced it will be virtual again this year). If your team has been struggling with how to sample without your usual slate of in-person events, keep reading for a few creative ideas we’ve seen and done this past year which may spark some inspiration.

For food and beverage companies, tasting is believing and it really is essential in growing a brand. Tasting is essential for getting buy-in and true taste testimony for your products. So the good news is, while events may be cancelled or virtual or still unknown, sampling isn’t cancelled! 

Last year, we saw first hand the power of connecting with influential individuals, experts, and target consumers to get products in the hands of consumers. Here at Link, we helped brands send products out to dietitians to not only introduce them to the product but to share the products with their clients and audiences. 

Like other industries, dietitians had to adapt and evolve to meet their clients’ needs this past year. So while Expo West was cancelled and FNCE moved online, dietitians were still sharing product samples with their clients, featuring products in virtual cooking demos, including samples in school lunches, donating snacks to libraries, and putting together family meal kits to help during the crazy times. They made it work and still had a generous need for products to share because clients and their audiences are always in need of delicious products that meet various nutrient and/or ingredient requirements.

So, we know the opportunities for sampling are out there – all it takes is a bit of creativity, strategy, and networking.  Below are a few ideas for how you can get your products in the right hands no matter what this new year brings. AND, hey, maybe you’ll like some of the new ways of getting samples to your target audience, even more than in-person events?!

How you can still get your product in the right hands, no matter what 2021 brings? 

1. Know your audience
   Where does your consumer hang out, who do they follow, where do they shop? Whether you are targeting a specific location or demographic – think about who or what influences these people in their everyday life. Contact these people and places and ask how you can help to support them. 
2. Think local
   Think smaller and more personal rather than mass outreach or general ad campaigns. This year we’re seeing people want more of a connection with the brand and the brand story. Reach out to organizations where your target audience hangs out – libraries, schools, sports teams, gyms, doctor’s offices, dental offices, DIETITIANS (for example).
3. Move offline
   Now nearly a year into working from home and many people are feeling the tech-burnout. They want to work with and engage with people and things offline. Give consumers a break from looking at their screens. People want to see and touch and taste your product, they don’t want to just see your logo slapped up on a virtual conference banner. 
4. Get on Link or Contact Us to help
   Through the Link platform brands gain access to not only media and sponsorship opportunities but to sampling events and opportunities too. RDs are still hosting in-person and virtual cooking classes and events and are seeking coupons and samples to share with clients. On Link, we currently have a lot of great opportunities with retail, corporate wellness, and private practice RDs for product sampling.
   Link brands also get access to our RD database where they can filter the RDs by industry, speciality, and location to find the best-fit RDs for the brand. Brands use this to target RDs in key markets, find RDs that align with their brand message, and more.
   We also help brands with targeted outreach and sampling campaigns to sample to their target consumer. Ask us for more info or sign up for your free Link trial here!

The Benefits of RD Sampling (What is an RD recommendation worth to you?)

We, of course, recommend getting your product in the hands of consumers through nutrition experts. RDs make food recommendations all day long and reach consumers in endless ways. 

Many companies tell us that a product recommendation backed by an RD is 3 times more valuable to them than that of any other recommendation. The reason being, RDs offer your brand instant credibility and trust. They are the true nutrition experts and have multiple years of schooling and working with many different types of clients. They know nutrition, how the body works, how nutrients work together, ingredients, and SO MUCH MORE. 

Through sampling with RDs you target those who are actively interested in health and wellness.

For more information on how to sample with RDs, take a look at the other articles linked below.

Are RDs right for my brand?

Working with experts to help you stand out in the better for you space

How covid has impacted RDs (from the early covid days but still relevant)

The post For Brands: Sampling Isn’t Cancelled, How to Drive Product Trial in 2021 appeared first on Gorham Consulting Group.

When pitching brands do you ever feel like you’re reaching out to a dark hole? Umm, hello, is anyone there? Does anyone even see your message?

It can be frustrating to not hear back from potential brand partners, but the good news is, there are a few things you can (and should) be doing to ensure a higher response rate. Some of our tried and true tips below!

1. To start, do what you can to be sure you have the right contact. 
2. Craft your pitch to pique their interest with a customized message. Show your genuine interest in their products or company.
3. Follow up with specifics— a specific event, ask, meeting suggestion.
4. Keep at it and don’t give up. Be politely persistent.

To learn more about why brands may not be responding to you, see here.

Let’s start with the first tip. How do you know who to contact and how do you find that person? Corporate executives and employees can come off as mysteriously unavailable, but it’s really not as hard to get in touch with them as you may think. Let’s dive in! 

Who is the right person?

Start by figuring out WHO you need to contact. The individual will depend on the size of the company and your offer, but in most cases, your contact will be in the marketing department. 

Potential contacts include:

CEO/Founder For smaller or very new companies, the founder likely wears many hats and manages many of the partnerships.

CMO Also for smaller companies or if you are offering a bigger picture consulting service – like sitting on their board of advisors.

PR Manager If you are offering any type of media (tv or press)

Marketing Manager If you are offering blog content or recipe development

Social Media Manager or Influencer Coordinator For anything social media related

Community or Events Manager For product samples

For companies that work with quite a few dietitians, they typically have one main contact for RDs. This is likely a PR, Marketing, or Brand Manager.

How to get in touch with the right person

Okay, so you know who to contact – but HOW do you find this person?

Direct Message on Social Media

If you are offering anything social media related, it’s not a bad idea to message the company from social media. The person that checks those messages will likely be the one who manages social media partnerships or who works very closely with the person who does. It will also let them easily see your social media profile and determine if it is a fit (stay tuned for more info on crafting your online presence to stand out!)

Contact Form on Website

This isn’t always ideal, but it can work, particularly for smaller companies. Usually, the person who manages this inbox will forward your message to the right person.

LinkedIn

Search for the company on LinkedIn and look through the employees to find one with the appropriate title. Send them a brief message when you invite them to connect. This works well because the word count helps you get to the point and only share the most pertinent information. Clarity & brevity are your friends here!

Link

Link, of course! On Link we’ve done the initial legwork for you. Each contact on the brand profile is the person in the company who is responsible for managing RD partnerships. You will see their name, title, and photo on each brand profile. (Tip: Be sure to use their name when sending a message to the brand AND make sure your message is customized to their brand too!)

The fortune is in the follow-up…

Don’t expect to close a sale or even hear back after your first message. It’s okay– don’t get discouraged! People are busy and if they don’t instantly see the value of your offer or you don’t pique their interest, they may not respond right away. Be polite, but persistent and don’t be afraid to follow up more than once– continuing to offer customized value all along the way.

For more tips on crafting your pitch to get a response, see this blog post.

The post For RDs: Pitching Brands- How to Avoid Crickets & Get a Response appeared first on Gorham Consulting Group.

Working in private practice, corporate wellness, and media, Kelly helps health-driven food companies reach consumers in a variety of ways. Kelly is a national spokesperson and reaches consumers with credible nutrition information nationwide. Below we ask Kelly more about her role as a dietitian as well as her advice for both brands and RDs that are looking to collaborate.

LINK brands can get to know Kelly and message her directly on LINK.

Tell us a little about yourself, how did you get started as a dietitian and what do you do today?

I have been practicing in the field of dietetics for almost two decades. My passion for food and nutrition started while shadowing my aunt at the age of 17. I started working in the nutrition field by pushing food carts, working the tray line, and assisting the dietitians at Auburn Community Hospital.

I continued to work in the summers while studying nutrition at West Virginia University. I graduated in 2001 with a Bachelor’s of Science in Nutrition and was hired full time at the hospital. During the next two years, I continued to learn and started counseling bariatric patients while completing my Masters in Health Education at SUNY Cortland. 

Following my Masters’ graduation, I was approached by the Cornell Cooperative Extension to lead their Nutrition Education division for Cayuga County. As my career was climbing, I took a pause from working full-time to have two beautiful daughters. 

I eventually became the Head Dietitian at Wegmans Food Markets. Later, I decided to start my own business, Kelly’s Choice to spread education to the common person, and within workforces. Today, Kelly’s Choice has grown to a national wellness company providing workplace wellness services throughout the country. 

What is your mission as a dietitian? 

My mission is to empower individuals to invest in themselves and their overall wellness in pursuit of living their best lives.

What do you look for when choosing new products to buy or recommend?

I look for ingredients that I recognize. Real food, that’s it. 

Why did you originally want to start working with brands / why do work with brands today?

I originally wanted to start and continue to work with brands because my clients need real examples of foods that they can go to the store and buy and incorporate into the nutrition plan that we have set up together. I can tell my clients to eat whole grains, but offering a certain whole grain bread as an example makes it that much more realistic for clients to take my advice.

How did you start working with brands? (or what was your first brand partnership?)

My first brand partnership was with KIND. I was able to start working with brands after attending the Shopping for Health Conference. I met the marketing director from KIND and other media dietitians who encourage me to join the world of media dietitians. 

What are some of the more unique ways in which you’ve partnered with brands? 

I am unique in the way that I have the ability to reach consumers on a multitude of levels. Through our virtual platform, we are able to connect to consumers through worksite wellness. 

What advice do you have for other RDs who want to connect with brands? 

As soon as the food shows open back up, go to the food shows and network.

Do you have any advice for brands who want to connect with RDs? 

Always feel free to reach out. Dietitians are happy and love to work with food companies. It’s a win-win for both sides. There is a ton of synergy. 

Just for fun, what is your go-to snack?

Raspberries – I love raspberries! 

Learn more about Kelly through her website and connect with her directly and see her latest partnership opportunities on LINK.

The post Meet the RDs: Kelly Springer appeared first on Gorham Consulting Group.

Heading into 2021 still amidst a pandemic you may be feeling a bit uncertain about what’s to come or unsure of how exactly or how much to plan and commit to.

While there are some things you can’t control, there are plenty of others you can – including your relationship with your customer.

Going into this uncertain new year, we want to help you see the opportunity for growth.

People buy from people they trust. And repeat purchases go to trusted brands. To really grow and go big – a trusted brand goes a long way (think brands like Yeti or Toyota or KIND). The key here is not only building trust but building a brand. We believe in the power of brand marketing to add value, build community, and build trust with your consumer to earn repeat business.

So let’s go back to the basics, aside from creating a killer product that solves a problem – how can you build trust with your consumers to build your brand and earn customer loyalty. 

Here are 7 ways that we at GCG and many of the brands we work with have found to build trus

7 Things you Can Do to Build Trust with Your Consumer:

Testimonials and Reviews

Offer honest feedback from people your customer can relate to

Case Studies

Speak to your customer’s pain points and show just how your product helped someone like them

Celebrity or EXPERT Endorsements 

Any brand (that can afford it) can work with celebrities. But only truly healthy and health-driven health and wellness brands can align their brand with health and wellness experts, like registered dietitians. In our opinion, this is the quickest way to earn credibility and build trust among consumers.

90% of consumer decisions are based on recommendations from someone they trust – who better than a doctor or nutrition expert? Did you know that 76% of consumers put trust specifically in registered dietitians (IFIC Food and Health Survey).

Nutrition experts range the spectrum of the nutrition field and can reach all segments of your consumer audience – from moms and kids to athletes and more. They specialize in gut health, functional medicine, and much more and can reach your target consumer in nearly every way imaginable: podcasts, webinars, counseling sessions and events, social media, traditional media, in-store, blogs, and more.

‘Featured In…’

Showcasing names of publications and PR mentions gives you credibility and shows potential customers you must know what you’re doing. Knowing what you are doing = TRUST.

Seals of Approval 

From Certified B Corp and Certified Vegan to smaller symbols like ‘Powered by Stripe’ or a list of the credit cards you accept subtly builds trust with the consumer.

Company Mission and Values

Displaying your mission, back story, and values builds trust with the consumer by relating to them and aligning with their values.

Promises and Guarantees

From cleaning equipment to ensure no cross-contamination to 30-day money back guarantees – they both build trust with consumers. You have their back and want them to be healthy and satisfied in their experience with your brand.

Despite the uncertainty of 2021, there are still things you have control over. You CAN, in fact, build trust with your audience and it can start today. We’ve found that the quickest way to authentic credibility for health and wellness companies is through dietitian outreach and partnerships. 

The easiest way to get started finding and connecting with true nutrition experts is, of course, by creating an account on LINK. LINK is a digital platform unlike any other, giving you access to hundreds of nutrition experts across the US and Canada with industries and specialties that range the field. You’ll find RD writers, content creators, media experts, and more. Not only will you find nutrition experts, you’ll find the right experts for your brand and target audience.

And just when you thought sampling was cancelled… think again. RDs can post their product sampling and partnership opportunities for brands like you to seek out. 

Unlike traditional influencer platforms that focus on quantity over quality, at LINK we vet each expert who onboards onto the site. We focus on quality and strategic partnerships for quicker and more targeted results.

How are you building trust with your consumers in 2021?

Create an account today at therdlink.com.

The post FOR BRANDS: In a Time of Uncertainty, Build Trust with Your Customers appeared first on Gorham Consulting Group.