Client: Sweet Janes
Business Type: Ice Cream (+ frozen desserts)
Location: 27-17 24th Avenue, Astoria, NY 11105
Assignment: Increase Retail Business
Budget: $8,000-12,000. per year
The first year we increased the AVERAGE MONTHLY INCOME for the business by over 300% (2015). The second year’s AVERAGE MONTHLY INCOME, (2016) was an increase upwards of 225%.
This is The Process we used:
Research: A study revealed: NO competing local ice cream manufacturers.
Planning: Increase PRICING: Ice Cream, Dairy-free, Non-GMO and vegan options.
Creation: Create Word-of-Mouth campaign for Summer 2015-16 seasons.
Application: Keep Creative to the lowest cost possible.
Measure: Return to the client to see how the campaign did.
The numbers don’t lie.
Our research study showed that while Dairy-free, Non-GMO and Sugar-free frozen desserts enjoy a healthy 10% market growth each year, this is a relatively low number from our market perspective.
To people who have dietary restrictions, this means a great deal to those who are lactose intolerant, diabetic, etc. So for the Sweet Janes customers who sought this dietary feature, it was a winner. And they brought in 2 to 4 of their friends.
Dietary restrictions are also important to Generation X and Baby Boomers as they age so we leveraged this ice cream feature to cater to their Demographics and Lifestyle:
The research took a month and
these charts are just a tiny sample
of the data we gathered for branding.
The plan was simple: increase the business 300% each year. This increase in business growth is not normally possible for many professional marketers. They often fail to gather hard factual data and customer insight before the projects starts.
We suggested that the per scoop prices be increased by 50-75%. There was a gap in the Premium Market we could then fill with Sweet Janes Ice Cream. The prices of the frozen desserts at the Sweet Janes store were positioned much higher than competing ice creams you could purchase at a grocer or supermarket. We knew that a fresh, Homemade on the premises, would be the market edge we wanted and needed for growth.
We knew the client’s budget was low so we leaned into creating an economically smart solution for advertising and cross-promotions. Once we knew our market and executed the advertising, all we needed to do was to get more customers into the store.
The logo was problematic, chubby-looking and confusing to customers. There was too much going on.
Before redesigning the logo, we tested a small campaign first by taking two of the employees and bringing them to a local park with a cost-effective communications advertising strategy we called:
It worked. It brought people right into the store. Just as expected, the campaign generated a 20% increase in business over the next week.
While that growth was happening we suggested redesigning the logo to be slimmer and sexier:
It was a powerful and effective BRANDING application. It got the attention of a lot of people, the media and fans who are aligned with this belief system. Even more customers came into the store. They brought even more friends too.
We additionally created 1. menus and ads, 2. brought in a couple of local chefs to manufacture to ice cream product, 3. cleaned and organized the interior/exteriors of the store, 4. trained the employees in optimal Communications Strategies, 5. designed the blackboard outside and inside of the store, and 6. ran Sweet Janes social media.
The whole application of the campaign was very inexpensive considering how much revenue we generated through a rapidly growing Word-of-Mouth campaign. There were lines outside of her store each and every night.
Interior & Exterior:
(blackboard messages hipster-style)
The WARNING we give to our clients is that the campaigns often call for brash and bold creative solutions in both the execution and its application. We wanted the products and the store to both be remarkable. This was accomplished.
Advertising and Collateral:
The fee we charged comparatively speaking was tiny compared to the growth. We had a lot of delicious ice cream as compensation and proof of a new [ AntiMarketing ] concept.
The first year we increased the AVERAGE MONTHLY INCOME for the business to over 300%. The second year’s AVERAGE MONTHLY INCOME, was upwards of 225%.
So, you may be asking: “Why did the income DECREASE in 2016?” It’s a great question.
This decrease was ONLY due to a decision the proprietor made with keeping some family and friends onboard: a disaster in many businesses. They weren’t bad people, per se, nor bad employees but they certainly weren’t up for the challenges we were facing regarding business growth. This lackluster on behalf of the owner was costly decision. It costed the proprietor $7,000-10,000 each month during the 2016 season in addition to their salaries.
In business we call this type of decision: The Founders Dilemma. It happens much more frequently than many suspect.
HOW we did it?
ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out among the competition. The methods we use are a radical approach that shows measurable increases to any business when the right techniques are applied.
Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing too much of the business operations. Small business owners are fiercely independent so we handle this with all due respect.
Thank you. Have a nice day.
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🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com