NWEN Breakfast: Creating Meaningful Relationships with Customers: The Jones Soda Story March 10, 2006

When you think of building a meaningful relationship with your customers, what comes to mind? This critical challenge is one virtually every growing business faces. When competing in established industries where 800-pound gorillas have enormous marketing budgets and well-known brands, creating loyalty can be particularly difficult - for some.

Peter van Stolk founded the largest independent distributor of New Age beverages in Western Canada. In 1996, he launched the Company?s flagship brand, Jones Soda Co. Since then, he?s made history by breaking down the old rules and creating news ways to brand.

Jones Soda Co. is a pioneer. Early on they figured out how to stand out in an oversaturated market by using alternative approaches to establish their brand. Van Stolk will explain why they selected the path they did - launching their soft drinks using innovative strategies and through alternative and unique channels. For example, early on the company selected alternative athletes for promotion and found a way to connect with customers directly by using a ?roving R.V. program? for sampling.

The company is probably best known for their innovative labeling techniques. Jones Soda broke through traditional branding barriers and furthered their customer connection by incorporating always- changing photos sent in from customers and allowing consumers to create their own personalized case of ?myjones? on-line. In the process, Jones Soda became the first beverage company to provide value-added and personalized packaging at a price which makes economic sense for both the company and its customers.

The emotional connection between the consumer and the brand is the backbone of the Jones Soda marketing strategy, and has gained van Stolk recognition by prominent industry publications including Advertising Age, Inc. Magazine, The New York Times, CNN, and People Magazine.

Speaker: Peter van Stolk , Founder, President, and CEO, Jones Soda Co.

Cost: $25 for pre-registered members, $40 for pre-registered nonmembers. Onsite registration available for an additional $5, as space permits.
Register online (http://www.nwen.org/calendar/regbreakfast.htm) or call (425) 746-1973.