The document describes a proposed moderated online community called "De Smaakmakers" for the spice brand Silvo. 1000 consumers would test and provide feedback on Silvo products. Members would share recipes, participate in polls, and evaluate products. Feedback ranged from very enthusiastic reviews praising flavors, convenience, and freshness to more critical comments on packaging issues or dominant flavors. The community benefits Silvo by providing direct consumer insights, identifying superfans, and giving their marketing campaigns an early digital start through engaged members.

1. SPICY COMMUNITIES #IGNITE // #HKD2 // Michael Renssen

2. PRE-LAUNCH CHECKING OF FAILURES?

3. OR LOOKING FOR THE POWER OF ENTHUSIASM?

5. 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

6. MARKETING IS A CONVERSATION

7. SILVO HERBS AND SPICES

11. CONSUMERS SHARE QUITE A LOT WITH YOU, WHEN YOU TRY TO MAKE IT RELEVANT FOR THEM TO DO SO

12. POLLS AND RECIPES De Smaakmakers > Some screenshots of De Smaakmakers

15. 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!

16. 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!!’

17. 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!