Download 12 Lessons From Ben and Jerrys Marketing Strategies

12 LESSONS FROM BEN AND JERRYS
MARKETING STRATEGIES
B Y M I K E S C H OU L T Z · A D D C O M ME N T ·
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Ben and Jerrys marketing is changing the game of social.
There is a spiritual aspect to our lives … when we give we receive, when a business does
something good for somebody, that somebody feels good about them.
- Ben Cohen
What are you favorite brands? Which ones do you follow closely and learn the most from? When
choosing to learn from others marketing successes, it is always helpful to choose great brands to
follow. We follow Ben and Jerry’s marketing strategies because of their creativeness and unique
approach to customer focus.
Meet Ben and Jerry’s. They have been successfully executing their social marketing strategy and
plan since the first days of social media and social commerce. For over 20 years their strategies
have played a significant role in their growth.
An introduction to Ben and Jerry’s is unnecessary, isn’t it?
With more than 600 retail locations in 34 countries, the ice cream scoop shop is the picture of
success.
Ben and Jerry’s rode the baby boomer trend in the late 1980s, the swelling ranks of mid-age
professionals that created the need where people could share and enjoy a unique ice cream
dessert with friends and colleagues, away from work and home.
In our opinion, the company has changed the way companies market themselves to customers.
Here is how we feel they have been so successful:
Market segmentation
The company has stayed with the upper-scale of the ice cream market, competing on product
quality rather than convenience or price, which are the case with its closest competitors. They
target customers with high end ice cream tastes and unique flavors.
Execution
The company continues to focus on its original product bundle that includes great ice cream,
unique flavors, quality service, and a nice environment to hang around. They keep their focus on
paying attention to the details of great execution and service.
Social Media
One of the earliest adopters of the use of social media for marketing and social commerce, Ben
and Jerry’s has certainly taken a leadership position in social engagement. Their social media
strategy is built around their company web site and 6 additional social platforms, including
Twitter, Facebook, Pinterest, G+, Instagram, and YouTube.
Related: Secrets to a Winning Social Media Marketing Strategy
Adaptation and Innovation
Ben and Jerry’s have clearly embraced the social realm. With a strong presence on multiple social
networks, the brand has set a high bar when it comes to being social and engaging its customers.
They are at or near the top of nearly every major brand ranking in social commerce.
Ben and Jerry’s ability to wear so many hats on corporate success, “local” favorite, and Internet
sensation warrants close examination.
Related: Marriott Marketing Makes Customer Experience the Difference Maker
What makes this company so good at being social and executing a great marketing strategy? And
what can it teach us? Here are our thoughts on these questions:
Customer collaboration
Collaboration with customers is used to obtain customer ideas on new flavors. Fans inspired the
best-selling Cherry Garcia, Chunky Monkey, and Chocolate Chip Cookie Dough flavors.
Customer relationships
Instead of solely focusing efforts on accumulating new customers, it cultivates its current
relationships. This ensures more fans/followers in the long run, as well as the continued existence
of brand advocates. This holds true across the board: in-store experiences are highly valued, along
with online engagement, emphasizing the importance of customer service.
Interactive customer engagement
Engagementis a high priority for the brand and they continually look for new ways to collect inputs
from customers. A good current example is their ‘Scoop Truck’, which travels around the country
giving out free samples of new products and soliciting customer inputs.
They believe in letting customer engagement and conversation occur as naturally as possible. They
listen carefully, observe, and apply new ideas from what they learn.
Encourage sharing
Happy customers are eager to share good experiences and offers. For example, frequent
promotions garner an extraordinary amount of engagement on social media through comments,
“likes,” and shares.
Social mission focus
Ben and Jerry’s brand has always chosen a social mission … to stand for and stand behind. One
great example of an issue they got behind was supporting the push to get corporate dollars out of
politics … www.getthedoughout.org.
Experience customization
Ben and Jerry’s provides its unique experience through programs such as personalized ice cream
flavors, and localized store experiences. Their social sites, in particular Pinterest and Instagram,
encourage users to share their Ben and Jerry’s moments’ which are shared on all their social sites.
Taking a stand
Giving consumers a charitable reason to buy that ice cream cone or package is beneficial for all.
The takeaway from Ben and Jerry’s is to know your customer and tie that in with what matters in
the world … so, pay attention to how your brand can fit into trending topics.
Showing customer appreciation
Appreciation for their customers. The lead in quote to this article from Ben Cohen says it all about
their culture and success at showing customers appreciation.
Whether we are discussing businesses that are social, the best at engaging customers, or being
great at a social commerce business, there are few businesses in the class of Ben and Jerry’s Ice
Cream.
Being social is a core component of Ben and Jerry’s marketing strategy. It is the integrating
ingredient of their online and online to traditional marketing/media.
Not all businesses can go to the extent that Ben and Jerry’s does. But they can support local issues
and do weekly online promotions to increase customer engagement, gain new customers and
convert good customers to advocates.
Lots of ideas here that can be easily replicated … which ones do you feel could benefit your
business? How could you improve the Ben and Jerry’s marketing strategy for your business?
Give it a try and show some patience … you will be surprised at how well at works!
Ben and Jerry’s is one of many businesses we can learn from. Please post your comments below,
offering questions or your own great examples of social marketing strategies.