Legacy Supplement Brands Hope Their Name Still Sells?
When you think of legacy supplement brands, names like MET-Rx, Gaspari, Labrada, and MHP probably cross your mind. These brands have been around for what seems like forever, but many consumers aren’t purchasing their products or even prefer them today. Why is that? Have legacy supplement brands lost their luster or their creativity? Maybe both? Maybe there are other reasons? Let’s discuss this.
Note: The brands I’m going to mention and seemingly pick apart I have no personal issue with. They are simply being used as an example as to what I’m trying to get across. There is no ill-will and I hope they can look at my viewpoints and opinions as constructive criticism.
Legacy Supplement Brands Are Missing the Boat in Many Areas
There are many areas I feel legacy supplement brands are completely missing their mark and it’s costing them sales and relevancy. Below are some of the issues I see (in no particular order).
Social Media Relevancy
The first thing all legacy supplement brands need to do is grow not only their following on social media but also their engagement. If brands are not building a community surrounding their brand, they WILL be left behind. In today’s age, EVERYONE is on social media and it’s where most people get their news and updates regarding changes in the industry.
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Looking at Gaspari and their Instagram page, they have a total of 143K followers at the time I’m writing this article. To be honest, that’s a good number of followers for a supplement brand. Are there brands with a larger following? Absolutely. But then again you have brands like MET-Rx who only have 23K (which is quite horrible for a brand that size). Heck, even MHP (another old-school brand) has 116K followers.
But getting back to Gaspari and their Instagram page, with the number of followers they have, their engagement is terrible. Of their 143K followers, they’re only getting around 300-400 likes per post and their comments are in the low single-digits. They need to make some changes to get people (followers) more involved with the brand and excited to see their posts pop up in their feed.
With social media and branding relevancy, it’s out of sight out of mind. You need to do whatever you can to continually build your community on social media which in turn can help build sales.
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There are newer brands out there building their brand from the ground up using social media (without needs to spend thousands on marketing campaigns). Look at what Ghost Lifestyle is doing with their platforms. They are building a community of diehard fans and followers who actually engage with their social posts and have drastically grown their brand simply by leveraging social media.
Maybe the best example is what 1st Phorm is doing. 910K followers on Instagram and they are getting thousands of likes and hundreds of comments on their posts. Think social media isn’t worth your time if you’re one of the legacy supplement brands? Think again.
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