Ball® brand Canning Supplies
- 89% of Brandlive shoppers said they would recommend Brandlive to others
- 70% of consumers say they are more likely or highly likely to purchase after interacting with a brand on Brandlive
- 68% of Brandlive participants sign up to be notified of events in the future
Year Founded: 1880
Signature Product: Ball Canning Jars
The Jarden Home Brands team focused on Fresh Preserving and Home Canning has discovered that the Brandlive online video platform helps solve their number one marketing communications challenge—to create a far more direct and personal relationship with consumers and prospects versus other previous marketing tactics. Their live events in 2013 to promote sales and marketing campaigns have been so successful that they plan to double the number to 10 in 2014.
“We are focused on continuing to use the Brandlive platform as a tool to help drive awareness and product education, which is a huge opportunity for us,” said Steve Hungsberg, Senior Brand Manager, Fresh Preserving. “Without fail after every single event, people are gushing with enthusiasm and appreciation that we have taken the time to personally reach out to them.”
Chris Carlisle, Senior Director of Marketing, Jarden Home Brands, says their research showed that first person word-of-mouth (WOM) demonstrated the highest recall and purchase influence of all communication tactics and was key in the strategy to help freshen their canning brand and launch new technology products. “We needed an efficient way to reach out to a large number of folks multiple times per year using our own passionate brand advocates,” he said. “Our more traditional marketing methods were either cost prohibitive at scale or lacked the personalization and authenticity necessary to create trust. Brandlive provides a scalable platform to help personalize our brand, show demos so consumers can easily understand the value of our new products, and ultimately convert to purchase as a result.”
The team learned of brandlive during a corporate marketing meeting and decided to engage in a pilot test. By the end of 2013, Fresh Preserving had conducted a total of 5 Brandlive events. “We used the platform to promote new products, for a national promotion, during the fall harvest season, on Cyber Monday, and even for an internal town hall meeting,” noted Steve.
Chris says the sales and marketing options used prior to brandlive have ranged from in-store product demos and Web/Social Media campaigns to Direct Response TV. This year’s national Can-it-Forward promotion demonstrated even more of the value of the Brandlive platform. “The national streaming event using Brandlive versus another provider the previous year was just as successful with fewer technical issues and cut our production costs by roughly two thirds,” said Chris. “In general, I was very pleased.”
For 2014, Steve plans to repeat the 2013 events, plus additional canning education campaigns and internal town meetings. “The fact that our customers are asking us to do more live events is just thumbs up in favor of the Brandlive platform.”