Q: I want to start up a cruelty free business, promoting products not tested on animal’s e.g. household products, cosmetics etc. Not everyone knows where to get cruelty free products. Any advice, suggestions or thoughts?
May 28 2007
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Answered by: Jackie Jarvis Ask a question
Good idea. You need to do some research and make sure that there is a definite gap in the market place for this kind of business. Find out if anyone else is doing it and if so what are they selling and how do they market themselves? You can get a lot of ideas from looking at what other people do well or not as the case may be.
Think about who you are targeting with this business and the kind of things that are important and design your business and your marketing around that. PR would be important to this business, you should be able to get some good press interest in your ideas and use that to attract attention to your new business. If you could get some good articles written about your products and how they are produced you could get some magazines interested in running them.
Choose the publications that reach your target customers. Make a study of the people you are targeting and think about the easiest ways to reach them. The people you want to reach first are the people with a definite interest in saving animals from cruelty, the people that are currently involved in lobbying against cruelty, saving animals or any other associated interest like those with an interest in fair trade, or eco friendly products for example.
You might be able to link up with some of these groups and use their connections and database to get your message out to the people that would be most interested in using your products.
You will need to build a product brand in the market place so choosing the right name, packaging and value description with is vital to your success.
Your business has integrity so this needs to be communicated through everything that you do to market yourself.
I hope this helps. Good luck with it.
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