[VIDEO] PepsiCo North America CMO Talks Consumer Engagement
Everybody knows that when consumers feel connected to your brand, they’re more likely to become regular purchasers of your products. But how important is it exactly to engage directly with your consumers? In today’s global production and sales atmosphere, how crucial is it to stay connected on a personal level with your consumer base?
In an interview with Brand Learning, PepsiCo North America Chief Marketing Officer Simon Lowden weighs in on this question thoughtfully and determines that, while of course staying connected is still critical, what is also critical is how your brand attempts to connect with consumers. Rather than just talking at them, consumers today want action.
“The bottom line is: people want to be entertained, engaged, and given a chance to be involved,” he explains. “That’s what it’s about.”
Lowden cites PepsiCo’s MTN DEW Green Label campaign, which runs complementary to its traditional advertising by inviting consumers to congregate and discover new fashion, music and other talents and trends that fit their interest and allow them to connect with the brand on a deeper level. But while not every brand is capable of this large a campaign, social media makes many types of engagement possible.
According to Lowden, another critical thing is that brands cannot be afraid to fail in their consumer engagement strategies – it’s better to fail to connect and move onto the next idea than to hesitate and never make the attempt.
“The great thing about consumers today is that they’re forgiving,” says Lowden. “They’d much rather that you try than get it perfect. As long as you don’t screw up corporate ideas, you’re in a good place. They’re gong to give you latitude to try things out with them, as long as you try things out with them.”
Check out the whole interview here: https://www.youtube.com/watch?v=IF_c3z0O9ME
Tech firm BestBees helps honey bees with remote monitoring
The global honey industry was worth an estimated $9.2b in 2020. Out of the 100 crop species which feed 90% of the world's population, 70 of them are pollinated by bees. In addition, 1.4b farming jobs, depend on the pollination of crops carried out by bees.
Bees are vitally important to planet earth and everyone on it - but they are in danger. Between April 2019 and 2020, 43% of US hives were lost. Bee hives have been devastated by:
- Climate change
Tech firms have taken on one of the world’s oldest occupations, beekeeping, in order to maintain the welfare of the the mighty bumblebee.
Best Bees Company bumbles forward
US business, Best Bees Company, was shocked at the plight of the American bee colonies.
Best Bees install hives and then use an advanced software system to monitor and record the health of each bee hive.
"We are looking at why thriving beehives live", said Wilson-Rich, chief scientific officer at Best Bees. "We need to understand why they're doing better. With that research data we can get wonderful benefits... it is telling us how the bees are actually doing."
Best Bees also harvests and bottles the honey for the property owners, of where the hives sit, to enjoy.
The data is being shared with Harvard University and Massachusetts Institute of Technology, where researchers are trying to understand and assist the bees in their duty.
Tech saves beekeepers time and labour
The Irish business ApisProtect is also utilising technology to help the bees, through their wireless in-hive sensors, which transmit data.
"We collect temperature, humidity, sound and acceleration [of the bees flying out of the hive] data," said Fiona Edwards Murphy, chief executive "What we do is extract those raw data points and then use machine learning to convert that into useful information. We tell the beekeeper, for example, which hives are growing and which hives are shrinking, or which hives are alive and which hives are dead."
The technology means beekeepers no longer have to manually inspect hives, which saves time and effort and allows the bees to go about their business uninterrupted.
"In a commercial operation only about 20% of hives at any given time need intervention," concludes Edwards Murphy. "The problem is that beekeepers don't know which 20%. They literally go out and pick around a hive to see if it's the one they should be looking at. What we do is enable them to get a picture of what's happening in all their hives, spread across a large area, before they even leave their office in the morning. For commercial beekeepers, we see a 50% reduction in labour costs. That obviously has a huge impact on the business of beekeeping."