Idea Bar #1: Smuckers

This is the inaugural post in a new category – Idea Bar. The “idea” is simple – I want to share some concepts for how brands can gain experience in the co-creation, conversation-marketing space. Some are brands I love, like or appreciate in some way. I suspect that most will fall in that category. If you like the idea – take it, share about it, build on it. All I ask in return is a link back to the Digital Influence Mapping Project.

Let’s talk jelly, jam, preserves, even. I grew up on Smuckers. Never liked the flat grape jelly. Always preferred the more homemade-feeling strawberry or raspberry preserves. I have a big jar in my fridge now and have a typical brand connection – I feel something pleasant when I pull out the jar. I am certain it is my association with my childhood.

What I like even more? The apricot preserves my friend, Robby, made in New Mexico. I was actually standing by his hulking Vulcan as he stirred the pot. I also like his honey which comes from his bees, but that’s another story.

What if Smuckers ran a co-creation exercise: Smuckers Special Edition (not a “contest”, that word sounds too gimmicky). They would search for a homegrown recipe or a series of recipes that they would then immortalize by making a limited edition jam. They are essentially looking for a Smuckers-worthy product and thereby associating their own brand with the best of ‘homemade.’

The search could be as big or as small as they wanted. Smuckers might have booths at foody or community events – kind of like having talent scouts out there. People could try out their jams. Yes, it’s a bit like “Idol” but it’s important not to be too judgmental.

People could post their creations (general descriptions and pictures) in an online gallery that becomes the comprehensive index of homemade jam recipes. You might even go so far as to facilitate transactions. Now, it’s obvious as tow how that might be against Smuckers best interests (i.e. sell more Smuckers-owned product). But is it really crazy for them to enable users to share, brag, place their pin in the Google Map for their concoction?

Ultimately, Smuckers would choose the recipe with the most potential and bottle it as a “Special Edition” complete with credit to the creator.

There are a hundred reasons why this would be difficult to pull off. More importantly, there are some compelling opportunities for the brand:

• Develop a co-creation attitude that invites customers into “becoming” Smuckers
• Be the leader and facilitator in the jam movement (not the “owner”) Too many brands say they want to “own” a space. The role of the facilitator is more powerful and acknowledges what is already the case: the people own the brand.
• Create a “mediable” story that can become their story. And this story can grow and change to continue to be worth mentioning on the Today Show or in the pages of Simple Life.
• Establish a measurable initiative – all of the entries and online activity can be measured and the registrants attended to like valuable customers.
• Build a word-of-mouth program with genuine grassroots amplification.

I can see my friend, Robbie's, mug etched on the label now underneath Smucker's Special Edition: Robbie's Apricot Aspiration.

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Comments

[Alison Byrne Fields]

I like it, I like it . . . It feels a bit like something Ben & Jerry's would do. Well.

It doesn't necessarily have to be a one off. Some of the "special edition" jam brands would eventually become standards based on their sales levels.

Smuckers could invite the customers who aren't necessarily jam makers to get involved as well by inviting them to name the jams based on the ingredients or a theme.

Great possibilities.

Great addition to the blog.

Raspberry preserves with camembert on water crackers. Don't leave me alone in a room with 'em.

[CarlenLea]

I'm actually surprised that brands like Smuckers aren't at county fairs and such. They still have contests there to judge home made jam.

I think taking the best of the home made jam recipies and creating a special editions from that.

interesting.