16. d2 ignite michael renssen spicy communitiesPresentation Transcript
SPICY COMMUNITIES #IGNITE // #HKD2 // Michael Renssen
PRE-LAUNCH CHECKING OF FAILURES?
OR LOOKING FOR THE POWER OF ENTHUSIASM?
SUPERPROMOTERS Open to your messages Sharing enthusiasm Many and varied contacts Loves to exchange opinions Enthusiastic Recommends a lot Your brand is top of mind Influential and credible (!) Is consulted frequently Persuasive personality
MARKETING IS A CONVERSATION
SILVO HERBS AND SPICES
1 market research company (preferably WPP)
1.000 guinnee pigs (from their databases – responsible for cooking in their households)
1 social media-like website with a research backend
A handful of moderators
1.000 gift packages of Silvo products for al repondents
Profiles of all members
Every profile contains of personal information, pictures and private messages
PROFILE PAGES De Smaakmakers > Some screenshots of De Smaakmakers
All members enter here. We directed members to all activities
It contains news, videos, pictures, contest information and relevant topics for conversation
CONSUMERS SHARE QUITE A LOT WITH YOU, WHEN YOU TRY TO MAKE IT RELEVANT FOR THEM TO DO SO
POLLS AND RECIPES De Smaakmakers > Some screenshots of De Smaakmakers
SILVO PRODUCT EVALUATIONS ‘ Silvo does have the tastiest spices, without additions, and that is what I choose’ ‘ I have known the brand Silvo for quite some time, we have used it since I was a child, very familiar’ ‘ With the Silvo spices, we went from saltless cooking to tasty cooking’ ‘ Silvo spices are very tasty and easy in these jars’ ‘ I like the way the jars and bottles look’ ‘ The tubes are very convenient for dosing’ ‘ The products looked nice and modern!’ De Smaakmakers > Let consumers tell….and they do, all together!
FROM VERY ENTHUSIASTIC … ‘ They smell delicious and taste fine, very fresh and a balanced combination’ ‘ The spices added a little more flavour to the salad, liked it a lot and will use again!’ ‘ Added the herbs to the sauce at the last moment.’ ‘ Today, I made toast with the Italian herbs, delicious.’ ‘ Very convenient to put the pasta herbs on the table, for me, I will just add some extra herbs.’ De Smaakmakers > Let consumers tell….and they do, all together! ‘ The different peppers were tasty and smelled very fresh’ ‘ Never had such a handy mill. Taste is delicious, have it on the table at all times, delicious!!’
TO A LITTLE LESS ENTHUSIASTIC ‘ Taste is good, but the seal underneath the lid is hard to remove. In the end, I just cut it open.’ ‘ I think the tube of garlic is a great idea, I’ve also got 3 of those lying around unused.’ ‘ I already like the idea. It is now possible to just get something out of the tube, right into your dish or on a spoon. Close the lid and put it away.’ ‘ We are not sure yet what we do not like: is it the anise or the cinnamon that is too dominant?’ ‘ The structure and the colour of the paste are absolutely unattractive. It gave everything in the pan an unpleasant, brown colour.’ De Smaakmakers > Let consumers tell….and they do, all together!
For companies with social media stagefright: make your first cautious steps in a closed and moderated community.
You will find out what consumers think about your products within limited time (e.g. two or three weeks).
This will provide you with both accurate information for your product developers and clear guidelines for your campaign managers.
You will be able to identify your fans, your true ambassadors.
This brings you in the position to give your campaign a digital media headstart.
Spice up your digital strategy with real insights and knowledge about what your consumers and fans like about you and your products.