Building Brand Community & Authenticity
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We First Brand Leadership Summit – building a social marketing plan for 2015 together. "Getting your social marketing right is no easy task with technology and consumer behavior changing so quickly. That’s why we put together a very special, annual 2-day training event where experts from the smartest and most successful brands in the world come together to build a Social Branding Blueprint with you." John Roulac's deck at the 2014 Brand Leadership Summit in Beverly Hills, CA. Helping companies create a social marketing roadmap for 2015.
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Building Brand Community & Authenticity
- 1. BUILDING BRAND COMMUNITY & AUTHENTICITY John W. Roulac Founder & CEO, Nutiva Beverly Hills, CA October 8, 2014
- 2. Revolutionizing the Way the World Eats 4 Organic Superfoods
- 3. 61% Annual Growth Since 2004 $38M $66M $100M $200M 2012 2013 2014 2015
- 4. HOW DID THIS HAPPEN?
- 5. Growing up in the Pacific NW
- 6. Nourishing People & Planet
- 7. Began with 500 hemp bars
- 8. Seeing & Creating a Need 2003 2010
- 9. Values Driven VALUES – based Business COMMUNITY SUPERFOODS EDUCATION
- 11. 1000 × 668 - en.wikipedia.or g
- 12. What Attracts Your Community?
- 14. Nutiva’s Garden (Marketing as Gardening)
- 15. Nutiva’s Path to Zero Waste Co-Mingled (Green Planet 21) Left over production ingredients Wood Pallets Trash Dumpster 16% July & August 2014 Diverted from Landfill 84% Landfill 16%
- 18. Our Garden – Food Activism
- 19. Seeds Are Planted. Now What? Time Authenticity Transparency Effort
- 20. Our Garden - Sourcing
- 23. How Does Your Hive Communicate?
- 25. Nourishing People & Planet
- 26. Causes Consumers Care About Today Tomorrow Rise of Millennials Brand Solutions Carbon Farming
- 27. Carbon Farming
- 28. A CAFO Near You!
- 29. Dr. Rattan Lal, Esteemed Soil Scientist “A mere 2% increase in the carbon content of the planet’s soils could offset 100% of all greenhouse gas emissions going into the atmosphere.”
- 30. Greenhouse Gases 3 gases account for 90% US emissions Carbon dioxide CO2 Methane CH4 Nitrous oxide N2O
- 31. 3 Carbon Sink Drivers Atmosphere Oceans Humus-sphere
- 32. Humus-sphere Humus is the stable, long-lasting remnant of decaying organic material & essential to the fertility of the earth. Photo credit The Guardian
- 33. Acidification is Destroying Sea Life “We can attribute the problems in the oyster hatcheries to the increased carbon in the ocean.” Terrie Klinger, Professor of Marine Affairs, University of Washington
- 34. The REAL Cost of Cheap Food The cheapest food you can buy is organic nutrient-dense foods, fresh produce, or pastured meat, eggs & milk. You only pay for organic once.
- 35. Shake Up Your Marketing Budget Meaningful Action $ Everything Else $
- 36. What Can We Do? Community & School gardens across America Sponsor 500 students Earth University Clean H2O for 1M in emerging markets
Hinweis der Redaktion
- ANIMATE BARS We’ve had 61% annual growth in Sales since 2004 $26M in 2012 $54M in 2013 $100M in 2014 $200M goal for 2015 Ranked as one of Inc Magazines fastest growing companies 6 years in a row
- Building businesses that nourish people & planet How did this lead to building a mission-driven company?
- Building a Community begins with Activist roots.
- Foresight – seeing need for alternatives In 2003, it was coconut with MCTs & Lauric Acid In 2010, we pushed chia, an Ancient Aztec Superfood with Omega-3, Protein & Fiber Connecting with our consumer base
- 1. Building a MISSION BASED Business is inherently About COMMUNITY 2. Selling SUPERFOODS is inherently about EDUCATION (educating) our Community
- As a holistic company we’re drawn to allusions with nature. To attract butterflies you plant specific flowers that they’re attracted to. But the trick is to know what kind of butterflies you want to attract. Marketing a product is no different. Who are you selling to? What product do they want and what attributes do they care about? How do you create an environment where they want to be?
- What butterflies do you want to attract to your garden? What are your seeds and how do you plant them?
- To attract butterflies you’d create something like this….
- These are our butterflies
- And this is our butterfly garden – USDA Organic Logo NON-GMO Project Verified Logo Certified B Corporation our seeds that we’ve sown Fair Trade USA Logo Fair for Life Logo Nutiva 1% Donation Logo
- Tending our garden. It starts with quality product From there, we educate our community on how to use our products Activism, engagement Once we’ve established a solid foundation, we begin working with influencers, building connections & inroads Continuous engagement with out Community
- This isn’t news – Focus on causes your Community cares about
- Planting seeds is just the beginning. Growing a garden that flourishes requires time and effort. You must continuously nurture inside and out. From your gardeners to your butterflies, it’s important to provide nourishment to your employees and your cultivated Community. Recognize, appreciate, and engage. Spend time in your garden. Communicate with transparency and authenticity to internal and external stakeholders
- Nurture your garden and it’s sources – vendors, suppliers, relationships
- Building hive Self-supporting community Bee dance to identify good flowers/companies Hive represents Nutiva employees – that ties into culture What kind of food does your hive eat
- So we know what today’s consumers care about – Organic Fair Trade NonGMO Green Business B Corp Gluten Free What’s driving the next revolution? Consumers want brands that are Solutionizers – Brands that are – at their core – apart of the solution Millennials specifically care more about putting their money behind their ethics