And this is exactly what Koopmans is currently doing too little with content. It mainly shares rational recipes and tips, but the emotional feeling of traditional Dutch cosiness is conveyed too little. In order to build a relationship with the customer as a brand (and certainly as an FMCG), this must be in balance.
Step 3: What do I think of you?
In the previous step, the brand gives itself a meaning. But what does the consumer think of that meaning, and how does the brand fit into their lives? This step also has two sides: the consumer's judgment (rational) and the feeling they have about it (emotional). It sounds strange to be able to play a role with content, while people have formed their own opinion about the brand at that moment. But it is certainly possible.
Twitter as webcare for frustrated amateur bakers
Twitter is used by many people as a wailing wall. Koopmans keeps a close eye on this and proactively offers amateur bakers a helping hand. Twitter is not only used as pull webcare (people ask Koopmans directly), but also as push webcare (Koopmans offers a helping hand itself). By presenting yourself as a human brand and giving people personal attention, frustrated amateur bakers can be transformed into satisfied and loyal customers.
Too little content that focuses on emotion
But also in this step Koopmans focuses mainly on rational content (webcare) and too little on emotion. User-generated content is a handy means to convey emotion by showing how the brand plays a role in the lives of other people.
What Koopmans does well here is focusing on traditional Dutch traditions such as baking oliebollen on New Year's Eve, as can be seen in this photo . In this way, other people see recognizable situations and they can already see themselves baking and eating oliebollen at home with the entire family. But again, this content is used incidentally, and there does not seem to be a clear content strategy.
In this way, other traditions such as the Sinterklaas celebration and Christmas are also associated by people with traditional Dutch homely cosiness. The right content can thereby establish the relationship between the emotion (traditional Dutch cosiness) and the brand (Koopmans).
Step 4: What about you and I together?
This is the level every brand strives for: building relationships with customers, from loyal customers to engaged brand ambassadors.
The Baking Club as a community platform
As a market leader in the baking segment, Koopmans has many loyal customers, especially active amateur bakers. To strengthen the relationship with this loyal customer group, Koopmans has founded De Bakclub . On the website, amateur bakers can unite and share their own recipes, rate recipes and compile their own baking book.
At the moment, the community seems to be disconnected from the outside south africa mobile phone number list world. In all other content channels such as Facebook and YouTube, not a word is said about De Bakclub. How is this possible? It seems to be due to the lack of a clear content strategy, which means there is no synergy between all channels.
Place the CBBE model next to the content strategy and compare. Only then will you see how certain content supports the brand and where there is still room for improvement. If all building blocks are well-founded, more customers will reach the top faster. Content plays an essential role in this nowadays.
In response to the article, Koopmans states that it is already very busy renewing and improving its content strategy. “We are busy renewing the website and the community platform,” says Elles van den Berg , senior brand manager at Koopmans. “And within Dr. Oetker (parent company of Koopmans, ed.) there are already discussions about how we can use Twitter more effectively in communicating with our customers. We are actively working on it.”
By the way, Sir Hugh Beaver was right: the golden plover wins over the black grouse.
Source photo intro Alessandro Farese