Market leader develops new niche at industry’s biggest event
Bergstrom Nutrition (Bergstrom) manufactures methylsulfonylmethane (MSM) which is a nutritional supplement that helps alleviate joint pain. Bergstrom’s product — OptiMSM® — is sold to finished product manufactures who incorporate it into various bars, drinks, gels, tablets and powders that are then sold to the consumer.
Bergstrom recognized a natural progression from the joint health arena into the sports nutrition realm. An extensive study showed that MSM helps reduce muscle soreness after increased exercise or new activities (otherwise known as “exercise recovery”). It was evident that Bergstrom could fill a void in a new demographic.
Our strategy was to hold this new information until the week before the industry’s biggest trade show of the year which brings together suppliers and buyers that drive the dietary supplement, food, beverage, personal care and cosmetic marketplace. This campaign opened the door to a new market while creating exciting news to engage with new and current customers.
Specific results included:
- Bergstrom gained two new large sports nutrition clients who have since created new products with OptiMSM.
- Four pre-show articles that the client was directly quoted in.
- Five additional follow up articles.
- We continue to respond to requests from press interested in Bergstrom’s new venture into the sports nutrition category.
In the dietary supplement/sports nutrition world, where product development cycles can range from one to three years, we can state that we are enjoying success immediately following the campaign. We have more meetings scheduled with new prospects — one of them with the world’s largest dietary supplement retailer.
Vice President of Sales and Marketing, Bergstrom Nutrition