In 1912, Juliette Gordon Low, affectionately called Daisy, started a movement. This movement focused on learnings she had gained abroad, in the form of outdoor and educational programs. This became a program of female empowerment and the Girl Scouts became a place where girls could truly participate in life beyond the classroom and home. Girl Scouts served as a community of girls who wanted to change the world, and build lifelong bonds along the way. Many years later, the Girl Scouts organization is synonymous with uniforms and badges, charitable endeavours, and of course, cookies! But in the same way that retailers have had to understand how to engage consumers online, so have the Girl Scouts. Starting in 2015, Girl Scouts USA launched user-generated Facebook, Twitter and Instagram campaigns that created massive upticks in online engagement and product sales.
Have you ever played hide and seek with veggies? If you’ve ever fed a toddler, chances are you have. Changing the “yuckies” to the “yummies” is no easy task. Most of us living in the Pinterest world with kids are searching topics like “picky eaters” and “hiding vegetables in kid food”. If you’re like me, you find an awesome recipe and think “I can totally do this and my kids are gonna love it!” You go to the local small town grocery store and they look at you sideways when you ask for TVP (textured vegetable protein), ground flax meal or coconut flour. So you end up making something like black bean brownies or kale chips and get a “This tastes like card board!” or “Are you kidding me? These are not chips!!!” In comes Hidden Garden Foods. This is a fairly young company, started by a Mom who I’m thinking had a similar experience to the above paragraph. They make cookies from vegetables, brilliant! They currently have 4 flavours: Chocolate Chip made with pumpkin, Ginger Snap made with butternut squash, Red Velvet made with beets and Cocoa Cherry made with spinach. All gluten free and nut free with no artificial colours, flavours or preservatives. When I contacted Hidden Garden Foods to comment on how they are currently using social media to promote customer engagement in product development, their response was: “Thanks for getting in touch with us. We’re still learning the ropes of social media so I’m not sure we’re the best example of using it the most effectively…” My first reaction was to move onto a different company but a casually worded, engaging Facebook post and the kind, open and honest response to my inquiry kept me thinking this is exactly the right company to write this blog about. Hidden Garden Foods is already using their established social media network to work through the four main steps of customer involvement management: idea generation, idea screening, concept development/testing and marketing/ distribution.
Company Name: Cristina Tortina Shop Industry: Cupcakes Bakery Contact: Mary Iusso Mary Iusso opened a cupcake bakery called Cristina’s Tortina Shop in Brampton, Ontario. Their tag line is “Showcase Capabilities”, and their logo is a drawing of Cristina their daughter, that features 3 cupcakes in a stack and 21 polka dots on Cristina’s apron. The polka dots… Read more »
Company: Starbucks Coffee Company Contact: Howard Schultz CEO Industry: Coffee House Description of how Starbucks Coffee uses social media metrics: Starbucks’ was founded in 1971 as a Seattle coffee bean company, the company has expanded rapidly due to Starbucks outstanding social media marketing, Since 1987, Starbucks has opened on average two new stores every day. Starbucks had been a very profitable company… Read more »