Presentation by Willem Sodderland, Founder & CEO of Buzzer. What is the future of marketing in Fruit & Vegetables ? 100 students invited to Enza's Student Experience will present their vision.

1. www.buzzer.biz
Buzzer©2009-confidential
Broccoli.com
The Future of Marketing, Vegetables & Fruit
Willem Sodderland
Founder & CEO slideshare.net/sodderland/enza2013

2. www.buzzer.biz
Buzzer©2009-confidential
The Agenda.
1. How is marketing changing ?
2. What’s up in Fruit & Veggies ?
3. What innovation would you launch ?

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Buzzer©2009-confidential
2002: 50 juicy ambassadors.

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Buzzer©2009-confidential
Buzzer: Product, Story & Buzz
Product-
experience
& BuzzTools
Generate
Trial &
Buzz
Feedback on
Product &
Marketing

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Buzzer©2009-confidential
2013: 200.000 Buzzers, 175 campaigns, 5 countries
Word of Mouth Marketing
Giving people a reason to talk about
products and make it easy to do so.

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Buzzer©2009-confidential
Traditional vs. Social Marketing
Attention • Relevance
Credibility • Interaction+

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Buzzer©2009-confidential
Get the right Buzzers: Tedx & Taxi’s.

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Buzzer©2009-confidential
Terrific Trial.

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Buzzer©2009-confidential
Disruption = Attention
Help, my baby is
shrinking !

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Buzzer©2009-confidential
Start the Conversation/Let the story travel.

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Buzzer©2009-confidential
Pimp the Product & Change Behaviour

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Buzzer©2009-confidential
Turn Bad Buzz into Good Buzz...
After how many times brushing
does the tickling go away ?

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Buzzer©2009-confidential
Fruit & Veggies

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Buzzer©2009-confidential
It’s not a banana, it’s a Chiquita…

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Buzzer©2009-confidential
Basili cum/sin logo.

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Buzzer©2009-confidential
Endless Innovation.

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Buzzer©2009-confidential
Tasty & Tom.

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Buzzer©2009-confidential
Flash Pasteurize & Flashy Marketing.

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Buzzer©2009-confidential
Buzzable Branded Boxes

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Buzzer©2009-confidential
Lost & Found.

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Buzzer©2009-confidential
Crowdsourced Veggies.

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Buzzer©2009-confidential
Vegetable Vending

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Buzzer©2009-confidential
Japanese Inventiveness

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Buzzer©2009-confidential
Rural Restaurants

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Buzzer©2009-confidential
Sweet (vegetable) Home

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Buzzer©2009-confidential
Grow, grow, grow !
• Garden € 850 per year
• Photo album of the garden’s progress (€ 49)
• Scarecrow with the customer’s own face (€ 39)

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Buzzer©2009-confidential
Tweads.

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Buzzer©2009-confidential
Buzz Better Behaviour

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Buzzer©2009-confidential
Carrots as Junk Food ?

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Buzzer©2009-confidential
Now it’s your turn.
+ =
+ =

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Buzzer©2009-confidential
Your Mission: Pitch your Innovation.
Create a 2:30 minute promotional clip about your concept
that will convince a group of investors to ‘buy’ into your plan.

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Buzzer©2009-confidential
3 Innovation Directions.
Sourcing
Innovations
Product
Innovations
Marketing
Innovations

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Buzzer©2009-confidential
The work.
1. Name the Need (what problem do we solve ?)
2. Present the Product (what is it called, what does it do ?)
3. Share the Sticky Story (what do we tell, promise ?)
4. Build the Buzz (how will the story travel ?)
• Research, brainstorm, consult Enza Experts
• Create your answer, story
• Videotape a 30 second spot (+ images)
• Go to the next question & repeat

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Buzzer©2009-confidential
Thanks. Now get to work !
sodderland
@sodderland
sodderland
willem@buzzer.biz
slideshare.net/sodderland/enza2013