Riding the Roller Coaster
Lessons in Business, Branding and Life.
The Jones Soda experience
NEDP Conference
November 27, 2012
NEDP 2012
Entrepreneur……“a person who organizes and
manages any enterprise, especially a business,
usually with considerable initiative and risk.”
Dictionary.com
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“Everyone thinks of changing the world,
but no one thinks of changing
themselves”.
Leo Tolstoy
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The most important factor in creating
change is understanding the future!
Not reacting to the present.
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Personal ownership creates the
connection for change.
This ownership is key in creating an
emotional connection !
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The future for a successful
enterprise is…
Creating an Emotional
connection with your
stakeholders
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An Emotional Connection is
• Creating a relationship
• Relationships are real and meaningful
• People get excited about relationships
• Building a relationship takes time
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JONES SODA
• Launched in 1996 “The world doesn’t need
another Soda Company”
• Traditional and fun flavors/names
• High Quality Flavors
• Customized Branding Technology. Photos
on labels are constantly changing and are
sent in by consumers
• 2007 the companies market capitalization is
$1 billion
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Our Brand
JONES SODA
•
21 Flavors:
Cream Soda
Root Beer
Orange & Cream
Cherry
Strawberry Lime
Grape
Vanilla Cola
Green Apple
Blue Bubble Gum
Lemon Drop
Crushed Melon
Berry Lemonade
Fruit Punch
Fufu Berry
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Business Principles
• Listening… from customers perspective
• Communicating without judging
• Acknowledging what is being said
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Marketing Principles
• Is there Style
• Is there Substance
• Does it create an Advocate
• Is there something to Talk About
• Does it keep us Real
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Branding Principles
•
•
•
•
•
Ground the Brand
Be real
Be consistent
Be unpredictable
Give something back
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Brand from within
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MISSION STATEMENT
“To create an incredible brand
that has an emotional
connection with the
consumer in a positive, fun
way”
Win on product experience,
not the end result…
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Create an advocate, not a
customer….
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Jones - The Brand
Using Technology to enhance the
emotional connection.
• Consumers send us their photos and
quotes
• Thus providing a complete data base
• Our web site supports surveys, contests
and opinion polls
• Visitors can upload their photo
submissions for labels
• Send electronic greeting cards with their
own pictures
• Many, many visitors want their own
personalized Jones and are willing to pay
for it!
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Own a share of the culture vs.
share of voice…
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Paid Media vs. Earned Media
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Jones Holiday Pack -2004
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Treat packaging design as
Media….
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Business is an agent of
change so make it positive….
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Girl Child Education Project
Bajju-Urmul, India
So what happened
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Belief Brands don’t out
source their vision….
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I believe that the most important
factor in dealing with change is
understanding the future!
Not reacting to the present.
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The Online Grocery Market
$25 B
*Groceries and General Merchandise sales
account for $1.7 trillion annually
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• Annual US grocery market currently $563 billion USD *
• Online grocery market still in its infancy, with less than a 2% penetration
rate **
• US online grocery market currently $13 billion USD *
• Online grocery market forecasted to grow to $25 billion by 2014 *
• Sales of organic products in the US on pace to double between 2006 and
2015
• SPUD has operations in 6 markets serving a population of 32 million
* Nielsen
** Forrester Research
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VEHICLES
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DRIVER UNIFORMS
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- Female
- 50% have a family
- Educated
- Higher than average household income
- Health conscious
- Short on time
- Average age 30-55
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Food Is…
•
•
•
•
•
•
•
•
•
•
•
•
Universal
Nourishing
Health
Local
Educational
Cultural
Trends
Connects people
Crosses generations
Shared
Passion
Individual
• Social
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For SPUD to achieve its stated goal to become the
industry leader in connecting people with healthy food,
we need to innovate our marketing approach based on a
strategy that generates a conversation around real food.
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Brand Evolution Since 2010
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2012 SPUD Market Growth
Market
2012
growth
Vancouver
24 %
Victoria
19 %
Calgary
38 %
Seattle
Flat
San
Francisco
17 %
Los
Angeles
21 %
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2012
Business Principles
• Listening… from customers perspective
• Communicating without judging
• Acknowledging what is being said
NEDP 2012
Marketing Principles
• Is there Style
• Is there Substance
• Does it create an Advocate
• Is there something to Talk About
• Does it keep us Real
NEDP 2012
Branding Principles
•
•
•
•
•
Ground the Brand
Be real
Be consistent
Be unpredictable
Give something back
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“True life is lived when tiny changes occur.”
Leo Tolstoy
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Thank You
NEDP 2012