Translating Online Success into Offline Retail Sales: A Jones Soda Case Study

Marketing & Community
Location: 2006 Level:
Average rating: ****.
(4.00, 2 ratings)

It is difficult to mesh offline retail goals with online engagement. Often corporations who are traditionally retail based see online at worst as a brand necessity or at best as a separate entity from the core retail business.

In 2008, Jones Soda launched its first focused foray into the online space. The goal was to increase online sales while creating additional sales opportunities offline. Knowing that the core Jones audience thrived on interaction, Jones Soda sought out niche communities where interaction could easily translate into opportunity. Successful programs were launched with focused communities like I Can Has Cheezburger, the Graffiti artist application on Facebook and the Deviantart community. The goal of these programs was to engage the communities into helping create unique Jones Soda art for packages and labels. These campaigns where so successful Jones took the online success and translated into limited edition offline products at Targets and Walmart.

This session will detail the process of those campaigns including:

  • Partnering with the right community
  • Balancing between brand integrity and community voice
  • Enticing retail distributors
  • Running tandem online and offline campaigns
Photo of Angel Djambazov

Angel Djambazov

Jones Soda

Born in Bulgaria, Angel Djambazov has spent his professional career in the fields of journalism and online marketing. In his journalistic career he worked as an editor on several newspapers and was the founding Editor-in-Chief of Wyoming Homes and Living Magazine. Later his career path led to online marketing where while working at OnlineShoes he earned the Affiliate Manager of the Year (2006) award at the Affiliate Summit, and In-house Manager of the Year (2006) award by ABestWeb. Currently Angel is the OPM for Jones Soda, leads the marketing efforts of which was awarded Best Affiliate Tool (2007) award by ABestWeb, and is the Managing Editor for

Angel lives north of Seattle, spending his free time reading up on obscure scientific references made by his wife, Jenn, while keeping up with a horde of cats and a library of books.

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Picture of Shuichi Shimizu
Shuichi Shimizu
04/02/2009 4:57am PDT

Great presentation. Applying Web2.0 experience to the real business. Thanks!

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