I have purchased food products and soap products from start-up companies focused on health and a do-good mentality. They reached me simply by making their product available and by spending a lot of time and efforts on purposeful placement of their product. Product placement and purposeful targeted PR activities for new products can sell first-time users. I do not remember hearing of these products before seeing them on the shelves, but I seek out such products in the health-conscious and consumer-conscious aisles of grocery stores and at farmers markets. I have purchased such products in farmers’ markets, because I associate good, environmentally friendly, and healthy products with farmers’ markets. PR from farmers markets comes in the form of word of mouth referrals, flyers, and some press. Ultimately, I think the PR and Community management activities are geared towards the top of the funnel, as they are spending resources being seen at events that cater to their target customers. I think these start-ups could improve their PR and Community management activities by collaborating with similar health-focused companies to establish a year-round venue and farmers’ market type atmosphere. Markets are typically seasonal, and these companies are currently subject to seasonal fluctuations in sales.