12 Lessons from Ben and Jerrys Marketing Strategies
What are your 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.
Why? because of their creativeness and unique approach to customer focus.
Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too. That’s because the good strategy is about making choices and it takes more than intelligence or even instinct, it takes discipline, one of Jobs’ most overlooked qualities.
Marketing strategy is particularly difficult because, as I’ve noted before, the rules have changed. A generation ago, brands mostly strove to create buzz and “drive awareness,” now they need to build compelling experiences that keep consumers engaged.
However, the old tasks have not gone away. We still need to run TV ads and in-store promotions, man conference booths, and hand out brochures, but now on top of that, we have a whole new world of algorithms, apps, and devices to master.
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
If you want to effectively build your personal brand, you have to center everything around a story.
And not just any story, yourstory.
Meet Ben and Jerrys. They have been successfully executing their social marketing strategy and plan very early in social commerce. For over 20 years their strategies have played a significant role in their growth.
Before we get started, let me ask you a question. Have you ever tried the Ben and Jerrys experiencc? Can you tell us about it in the comments section? We would really appreciate it.
An introduction to Ben and Jerrys 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 Jerrys marketing strategies rode the baby boomer trend in the late 1980s. This was during the swelling ranks of mid-age social media professionals. They created the need where people could share and enjoy a unique ice cream dessert with friends and colleagues.
In our opinion, the company has changed the way companies market themselves to customers. Here is how we feel they have been so successful:
Ben and Jerrys marketing strategies market segmentation
The company has stayed with the upper-scale of the ice cream market, competing on product quality rather than convenience or price.
That strategy was the case with its closest competitors. They target customers with high end ice cream tastes and unique flavors.
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.
Ben and Jerrys marketing with 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.
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
Engagement is 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. 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.
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
Always looking to show 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 strategies. 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. Always looking to gain new customers and convert good customers to advocates.
The bottom line
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.
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Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
