16. d2 ignite michael renssen spicy communities
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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.