The Scoop on Ben & Jerry’s Use of Varied Media Methods
As noted in my previous blogs, Ben & Jerry’s is actively involved in the positive promotion of the company through many methods. The company’s emphasis on using all forms of media indicates that it values communication and will do everything possible to get its name out into the public’s consciousness. Ben & Jerry’s takes full advantage of connecting with its customers through traditional methods and newer, technology related means such as social media.
Ben & Jerry’s uses traditional promotional strategies such as placing their logo and image on all their trucks and on the outside of their “scoop shops,” television advertising, and the use of classic print methods such as coupons and ads.
Ben & Jerry’s can keep up with the shifting needs of its consumers through the use of social networking. Blogging and micro blogging allow the company to receive immediate input from the consumer. The information on social networking sites is as fresh as the products Ben & Jerry’s produces. Here are some of the links to connect with Ben & Jerry’s through social media.
Social media is immediate and allows individuals and groups to communicate and/or share a common purpose. One example can be found on Facebook, http://www.facebook.com/pages/Export-more-Ben-Jerrys-flavours-to-the-UK-and-Europe/42521453435?v=info , a page where European fans are petitioning Ben & Jerry’s in an effort to have more ice cream flavors exported/imported.
Ben & Jerry’s also uses more subtle approaches such as their annual “Free Cone Day,” tours of their factory, culminating in taste testing samples of their products, competitions for creating commercials, and even the involvement of their employees in their Activism.
Internationally, Ben & Jerry’s shows equal adeptness at promoting their image and products. Choose a favorite location and use this link as a jumping off point: http://www.benjerry.com/company/international/
Ben & Jerry’s is a very smart company. They keep their upbeat image and philosophy up front, right where the consumer will notice. As the customer demands greater access and interaction, the company offers more “portals” in to the company. This has proven very successful and appeals to many people from little kids to senior citizens. This amount of exposure has built a strong and loyal customer base, one that feels connected to the product and company. Ben & Jerry’s is branded into the mind and buying patterns of the public. This media presence allows the company to control their image and meet the needs of their customers. Ben & Jerry’s is able to confirm the accuracy of information, stay on message, and manage their visibility. I don’t have any suggestions for change, rather an encouraging word to stay on track. What they are doing, works!
Ben & Jerry's obviously "gets it" in terms of branding and marketing. I am not surprised to learn that they utilize all social networking platforms. It's a great way to communicate with the different demographics that use such outlets. And Ben and Jerry's obviously prides themselves on crossing over into different demographics.
ReplyDeleteThere are so many different Ice Cream companies for consumers to choose from, but Ben and Jerry’s always seems to be near the top. While their fun names might have something to do with it (Schweddy Balls anyone?), their excellent media relations skills doesn’t hurt either. Social networking is probably the most beneficial for them since they are able to get immediate feedback from the customer. One way they could use it, would be for a quick and simple way to get opinions on new flavors they create.
ReplyDeleteBen & Jerry's looks like it has its branding techniques down pat. I always see those trucks and they do a great job stay consistent with their brand identity on all of their online. Like Lauren says there are so many ice cream companies out there I think B&J's does the best job differentiating themselves and having a unique brand identity and voice
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