When Scoops N Scoops first sat down with us, they had a collection of amazingly delicious liquid nitrogen ice cream creations, and the construction plans for their first location. What they needed was a brand.
We met with them intimately for those first few weeks to find out what made them tick. What was unique about their Ice Cream? Who was their potential customer? How would we help them to create an iconic brand? We went into the creative kitchen and built their brand “from scratch”.
This was a fun project because we were involved from the very beginning. We created their visual assets and the look and feel that would accompany it. We designed and developed their website. We created their online presence and began to build awareness.
By employing our Announce, Invite, Engage strategy, we were able to build the brand and awareness of it before the doors opened. When they were ready to serve, customers were ready to taste.
The first step after creating the brand was to announce its arrival. Prior to opening we had a website up, and we began to distribute information across social media. We built up awareness and a local craving for something new and exciting. We geo targeted ads to run within a certain radius of the 1st location (both online and mobile), and we also distributed information through press outlets.
In the first week of opening, we invited the public. We organized a soft opening with local fundraisers and online bloggers spanning several days. We organized their grand opening ceremony complete with ribbon cutting, city and state officials, and the community. We brought bloggers and local press to sample and write about the amazing creations made right in front of their eyes.
As time went on we engaged with the customers and continued to grow their local following organically. We had a steady stream of bloggers and other press in for special tastings. We created social media incentives for sharing and posting. We held social media contests and other promotions centered around holidays and local events. We even had them featured on a local talk radio program where they made ice cream live on air for the host.
After six months, Scoops N Scoops was ready to open a second location. This time we went even bigger. Relying on the social media presence we built we carried that into a new community. We followed our same formula but this time with a much larger presence, given the momentum behind it. We even organized a promotion where the first 100 people to buy at the new location received free ice cream for a year. When opening day came they had a line around the building waiting for that first taste.
Momentum and brand awareness work like a snow ball when done the right way. It grows exponentially as long as your potential customers are constantly engaged and treated with respect. Scoops N Scoops campaign is a perfect example of this snow ball effect.
