BulletProofBlog the blog on crisis communications

The recent launch of jazzy new consumer networking platforms by food giants General Mills and Kraft Foods demonstrates the recognized power these online tools have in maintaining brand loyalty and in engaging consumers - especially young ones - with ideas, products, and messages.

General Mills has launched an online network called Pssst... in an effort to "build stronger relationships with our consumers." The network, which invites feedback from consumers on what they like and don' t like, launched in mid-September and currently has 100,000 members.

Kraft' s new interactive Website, KraftFirstTaste.com, asks consumers to review products and take part in discussion boards. It also includes coupons and sampling offers. Special offers can also be shared with friends on the site.

In 2001, Procter & Gamble launched a similar site called Tremor - a group of teen "connectors" - and followed Tremor up with Vocalpoint, for moms. Tremor currently has 350,000 members.

Food companies are now wisely investing in online marketing at the same level as they are in traditional ad buys in newspapers, magazines and television. This is further proof that word-of-mouth marketing is now an essential element of any company' s marketing plan. With money tight and getting tighter, companies now need to engage their online fans who are willing to talk about the brands they love.

The online sites also offer excellent opportunities for food companies to share messages about their healthier offerings in an environment that offers an open dialogue with consumers. Such transparent online conversations can help curb attacks from children' s health advocates and other consumer groups who have been harshly critical of the food industry.

 

<a href="http://technorati.com/claim/sv4qjstddh" rel="me">Technorati Profile</a>