If you build it…

By March 12, 2018April 6th, 2018Tactics

…they’ll still come, but they might not own it.

I’m wondering if you’ve heard of Jones Soda. Here’s a micro-brewing soda company that was competing against Coke and Pepsi because it had to, because they’re there, huge and not likely to go away any time soon.

So, Jones Soda had to do something that would differentiate them, or even, just let them be seen over these two soft drink towers. And what they did was brilliant.

While Coke and Pepsi have had some brilliant marketing stints (remember when the Coke guy and the Pepsi guy bonded at the diner?), they’ve essentially always put on (often spectacular) shows and let the world watch…and laugh, cry, drink, repeat.

Jones Soda went the other way. They opened their marketing, specifically their labels, to the people. They invited their customers to submit photos and many of them are selected on a regular and ongoing basis to be flagrantly displayed on the bottle’s label.

Sales effervesced. (I mean, if my kid’s face is on a bottle of soda, I’m buying a case, or 50, right? And so are his grandparents…)

What Jones did, effectively, was give their consumers a stake in the company. They invited them to be part of it all. And who doesn’t want to be included?

Jones made the soda, the bottles, the labels. Their people helped with some of the content.

For a meeting, the company (and their creative/production partner) develops the event for their attendees—building an agenda, lining up speakers, putting chairs in front of a stage.

But what if a few holes are left wide-open and gaping—only to be filled in by the attendees?

What if they got to:

  • Choose some content?
  • Vote on the theme?
  • Join in with ARS?
  • Decide what the keynote topic will be?

When the point of your meeting is to communicate your message and your strategy to your constituents, what if letting them help build it gets them to buy a case…or 50.

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