Broccoli.com: the future of marketing in Fruit & Veggies

BUZZER PRESENTATIE

Broccoli.comThe Future of Marketing, Vegetables & Fruit

Willem SodderlandFounder & CEO

slideshare.net/sodderland/enza2013

www.buzzer.bizBuzzer 2009 - confidential

1

The Agenda.How is marketing changing ?Whats up in Fruit & Veggies ?What innovation would you launch ?


2

2002: 50 juicy ambassadors.

www.buzzer.bizBuzzer 2009 - confidential3Consumenten bespreken productervaringConsument is meest betrouwbare bronMeningen steeds makkelijker vindbaar

Buzzer: Product, Story & BuzzThe brand

OnlineOffline(The market)(the buzzer platform)

(selected consumers)Product-experience & BuzzTools

Generate Trial & Buzz

Feedback on Product & Marketing


4

2013: 200.000 Buzzers, 175 campaigns, 5 countriesWord of Mouth MarketingGiving people a reason to talk about products and make it easy to do so.


5

Traditional vs. Social Marketing

Attention RelevanceCredibility Interaction+


6

Get the right Buzzers: Tedx & Taxis.


7

Terrific Trial.


8

Disruption = Attention

Help, my baby is shrinking !


9

Start the Conversation/Let the story travel.

www.buzzer.bizBuzzer 2009 - confidential10

Pimp the Product & Change Behaviour


11

Turn Bad Buzz into Good Buzz...

After how many times brushing does the tickling go away ?


Fruit & Veggies


Its not a banana, its a Chiquita


14

Basili cum/sin logo.


15

Endless Innovation.


16

Tasty & Tom.


17

Flash Pasteurize & Flashy Marketing.


18

Buzzable Branded Boxes


19

Lost & Found.


20

Crowdsourced Veggies.


21

Vegetable Vending


22

Japanese Inventiveness


23

Rural Restaurants


24

Sweet (vegetable) Home


25

Grow, grow, grow !

Garden 850 per yearPhoto album of the gardens progress ( 49)Scarecrow with the customers own face ( 39)


26

Tweads.


27

Buzz Better Behaviour


28

Carrots as Junk Food ?


29

Now its your turn.

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30

Your Mission: Pitch your Innovation.

Create a 2:30 minute promotional clip about your concept that will convince a group of investors to buy into your plan.


31

3 Innovation Directions.Sourcing Innovations

Product Innovations

Marketing Innovations


32

The work.Name the Need (what problem do we solve ?)Present the Product (what is it called, what does it do ?)Share the Sticky Story (what do we tell, promise ?)Build the Buzz (how will the story travel ?)

Research, brainstorm, consult Enza ExpertsCreate your answer, storyVideotape a 30 second spot (+ images)Go to the next question & repeat


33

Thanks. Now get to work !

sodderland

@sodderland

sodderland

[email protected]

slideshare.net/sodderland/enza2013


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Broccoli.com: the future of marketing in Fruit & Veggies