HK D2 Amsterdam - Ignite - Spicy communities Cases

SPICY SPICY COMMUNITIESCOMMUNITIES

#IGNITE // #HKD2 // Michael Renssen#IGNITE // #HKD2 // Michael Renssen

PRE-LAUNCH CHECKING OF PRE-LAUNCH CHECKING OF FAILURES?FAILURES?

OR LOOKING FOR THE OR LOOKING FOR THE POWER OF ENTHUSIASM?POWER OF ENTHUSIASM?

SUPERPROMOTERSSUPERPROMOTERSOpen to your Open to your messages Sharing messages Sharing enthusiasmenthusiasm

Many and varied Many and varied contactscontacts

Loves to exchange Loves to exchange opinionsopinions

EnthusiasticRecommends a lotYour brand is top of mind

Influential and credible (!)Is consulted frequentlyPersuasive personality

MARKETING IS A MARKETING IS A CONVERSATIONCONVERSATION

SILVO HERBS AND SPICESSILVO HERBS AND SPICES

MODERATED COMMUNITYMODERATED COMMUNITY

INGREDIENTS:•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 PAGESPROFILE PAGES

De Smaakmakers > Some screenshots of De Smaakmakers

DE SMAAKMAKERSDE SMAAKMAKERS

Home page • Strong design • Clear menu• 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 CONSUMERS SHARE QUITE A LOT WITH YOU, WHEN YOU TRY TO WITH YOU, WHEN YOU TRY TO MAKE IT RELEVANT FOR THEM TO MAKE IT RELEVANT FOR THEM TO DO SODO SO

POLLS AND RECIPESPOLLS AND RECIPES

De Smaakmakers > Some screenshots of De Smaakmakers

SILVO PRODUCT SILVO PRODUCT EVALUATIONSEVALUATIONS

‘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!

‘They smell delicious and taste fine, very

fresh and a balanced combination’

FROM VERY ENTHUSIASTIC …FROM VERY ENTHUSIASTIC …

‘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!!’

‘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.’

TO A LITTLE LESS ENTHUSIASTICTO A LITTLE LESS ENTHUSIASTIC

‘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!

BENEFIT 1BENEFIT 1

For companies with social media stagefright: make your first cautious steps in a closed and moderated community.

BENEFIT 2BENEFIT 2

•You will find out what consumers think about You will find out what consumers think about your products within limited time (e.g. two or your products within limited time (e.g. two or three weeks).three weeks).

•This will provide you with both accurate This will provide you with both accurate information for your product developers and information for your product developers and clear guidelines for your campaign managers. clear guidelines for your campaign managers.

BENEFIT 3BENEFIT 3

•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.