AntiMarketing: 200-300% Increase

SUMMARY

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

https://binknyc.com/the-rest-is-history/

The Process (by design)

 

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%.

 

Sweet Janes, BinkNyc, Breuk Iversen, Astoria

Sweet Janes average monthly gross income over three summer seasons.

 

 

 

HOW

Sweet Janes logo (final)

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 client to see how the campaign did.

The numbers don’t lie. 

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BinkNyc on LOHAS

Research:

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.

 

NYTimes Fudge Bars

 

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:

 

DemoGraphic Lifestyles

Prism Lifestyles

The research took a month and
these charts are just a tiny sample
of the many of data we gathered.

 

Planning:

The plan was simple:  increase the business 300% each year. This increase in business growth is not normally possible for many professional marketers.

We suggested that the per scoop prices be increased by 50-75%. There was a gap in the Premium Market we could fill with Sweet Janes. The prices of the frozen desserts at the Sweet Janes store were positioned much higher than ice creams you could purchase at a grocer or supermarket. We knew that Homemade, on the premises, would be the market edge we wanted and needed for growth.

We knew client’s budget was low so we leaned into creating an economically smart solution creativity for advertising and cross-promotions. Once we knew our market and executed the advertising, we knew that all we needed to do was to get more customers into the store. It was a simple as that.

The logo was problematic, chubby-looking and confusing to customers. There was too much going on.

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SWEET JANE LOGO.

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BinkNyc Culture, Breuk Iversen

 

Creation: 

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:
I Scream.”

It worked. It brought people right into the store. Just as expected, the campaign built 20% in more business over the next week.

Sweet Jane's

 

While that growth was happening we suggested redesigning the logo to be slimmer and sexier:

 

 

 

BinkNyc Culture, Breuk Iversen

Specialisms

Full services we provide.

 

Application: 

We then would apply AntiMarketing techniques to a Word-of-Mouth campaign for the summers of 2015 and 2016. The following was what we suggested to be new website text.

1.

Website:

Sweet Janes Brand-ID message

This is BRANDING

It was a powerful and effective BRANDING application. It got the attention of a lot of people 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.

 

2.

Interior & Exterior:

(blackboard messages)

Sweet Janes Board.jpg

Sweet Janes Blackboard

 

 

The WARNING we give to our clients is that the campaigns often call for brash and bold moves in both the execution and its application. We wanted the products and the store to be remarkable. This was accomplished.

 

 

3.

Advertising and Collateral:

Sweet Janes ad.jpg

 

BinkNyc, Sweet Janes, Breuk Iversen


Sweet Janes: Partnering with local businesses… 

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4.

Instagram: Sweet_Janes

Sweet Janes on Instagram

Measure

The fee we charged comparatively speaking was minimal. We had a lot of great ice cream and proof of [ AntiMarketing ] concept.

The first year we increased the AVERAGE MONTHLY INCOME  for the business 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 most businesses. They weren’t bad people 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.

Sweet Janes, BinkNyc, Breuk Iversen, Astoria

Sweet Janes average monthly gross income over three summer seasons.

In business we call this type of decision: The Founders Dilemma. It is much more common that you may expect.  

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Sweet Janes sign Instagram Summa 2016

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.

phoneringing

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Call
🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com

AntiMarketing: $87,800+ in 6 weeks

 

Client: Queens Meat
Location: 23-62 Steinway Street, Astoria, NY 11105
Assignment: Increase Retail Business (wholesale business is fine)
Budget: $1,500.

https://binknyc.com/the-rest-is-history/

Our designed process

Research: Checked prices and business offerings @ 8 other butchers in Astoria.
Planning: Identified clear (but challenging) differentiating factor to Queens Meat.
Creation: Create Word-of-Mouth campaign for Father’s Day & 4th of July.
Application: Keep Creative to the lowest cost possible ($149.).
Measure: Return to client to see how the campaign did. The numbers don’t lie. We created a 13% increase. 

 

Queens Meat Numbers

How We Did It

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Research:

Our research showed that Queens Meat is perceived as one of the most unappealing butchers in Queens. While they are clean, overtly functional and offer a great product and an inexpensive price, their store is like a mini-industrial factory (not inviting to the public). They are also located on a very industrial/commercial block, at a bus stop, just off Astoria Blvd. (287 highway) with little opportunity for customer parking without getting ticketed.

They are also located right next door to a bread manufacturer. In other words, this strip is not inviting to walk-in and the newer residents moving in.

BinkNyc, Queens Meat, Steinway Street

BinkNyc, Queens Meat, Steinway Street

 

The research took a week. We walked into 8 local butchers, checked all the competition’s online reviews and what people are saying on their Social Media. We did a brief competitive analysis of their Top 4 competitors to review:

QM Competitive Analysis

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Planning:

The plan was simple: make more money in retail

The prices are lower and competitive with the other butchers around Astoria. We identified a clear differentiating feature to Queens Meat—their place: It’s UGLY.

 

And I told them that directly.

 

The owners are a pair of business men, one Greek and the other Albanian. They could handle the truth: that their store looks more like a factory than a nice retail shoppe.

The staff can be rude at times depending on how busy they are. They’ve been there for 30 years. Everyone gets a little tired of any job after 30 years.

 

BinkNyc Culture, Breuk Iversen

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Creation: 

We were hired to create a Word-of-Mouth campaign for Father’s Day & 4th of July. This creative execution required a radical move, something outside of the norm. We took THE UGLY industrial look the store had and used it as an asset to benefit our client.

We arose to the challenge.

Specialisms

Full services we provide.

 

They listened openly to the opinion that was shared with them, honestly and openly,  without being offended. We preferred to tell them the HONEST and BRUTAL truth rather than lie and sugar coat the problems we found with their aesthetic.

Aesthetics are a problem that CAN BE fixed. A full-on renovations would have costed them upwards of $40,000 but they weren’t interested in that kind of renovation. They allowed us to get to work for them at the price we initially agreed on. The other solution was to have them open on a more business friendly street.

_______________________________________________________

This was their previous sandwich board. The way they displayed the meat’s condiments on the counter is brash and has a no nonsense, take it or leave it, approach:

 

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Application: 

To apply AntiMarketing techniques to a Word-of-Mouth campaign for Father’s Day & 4th of July. The application of the creative called for a brash, bold move. We took THE UGLY and used it as the main differentiating factor from the other butchers.

The campaign was divided into three parts:

  1. 1,000 Business Cards
  2. A new sandwich board outside
  3. Three new all-American flags.

1.

Business Cards (front):

Queens Meat front

Queens Meat: It’s Not Pretty. 

On the back we used these humorous headlines, A different one on each card.

Here are all of them:

Queens Meat for Pirates

We printed 1,000 business cards on an 11″ x 17″ (Tabloid) sheet adding these different headlines on the back. We then printed and cut them and placed them in doorways and left them on the windshields of local cars—1,000 of them.

Apparently and expectedly we got the attention and walk-ins we wanted on Father’s Day. The place filled up with people. In just six weeks, we generated a $87,800 increase in business.

The 4th of July was an even
better business day for them
and it was the first time in
30 years of business that
they were sold out of 25lb.
boxes of bacon, chopped
meat, and souvlaki.

 

Queens Meat Cards (back)

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2.

The NEW sandwich board outside read:

 

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3.

The all-American flags were hung on the awning and looked like this:

 

Queens Meat:

Queens Meat (flags)Queens Meat Flags

This campaign launched mid-June a week before Father’s Day. For the 4th of July, there was a line outside the store and some of the normal offerings were sold out by the early afternoon (as mentioned above).

By mid-July we went back for a follow up meeting. The campaign had generated 13% over their normal 15% annual growth, equaling $87,880. to be precise. This total percentage increase for the month of June was 28% when we compared their performance for the previous three years. This was according to their handwritten accounting ledger which they brought up from their office in the basement.

Queens Meat Numbers

They were happy and amazed that it actually worked and perplexed at the same time.

Measure

The fee we charged was only $1,500. It was a little test and not meant to be a big money making endeavor for us. The material expenses we needed was for a sandwich board, purchased second-hand from another client of ours for $20. We also bought a white magic marker for the lettering on the board: $8. The three flags were under $10 each, ordered from Amazon. and the most expensive material cost was for 1,000 business cards which was $90.

Total Expenses: $149.

 

See our next entry where we increase business growth 200-300%
BinkNyc, antimarketing, breuk < Click Here 

Sweet Janes logo (final)
🤖 : (718) 578-6613
😍 : BinkNyc@gmail.com

 

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HOW we do it:

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out, proudly and boldly among the competition. The methods we use are this radical approach showing measurable increases to any business when the right techniques are applied to the right business. 

There’s no fooling customers. They know the truth. In fact, we all do.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing the internal business operations. In this case it worked out really well.

phoneringing

We congratulated the men of Queens Meat 🥩 for having the audacity to run with the campaign we proposed. It was an approach which is outside the norm and certainly outside of many people’s comfort zones.

It’s not all that often we get smart, daring clients but when we do, they win. Then, we win by default.

But, the biggest winners of all is always the customer. The customers are the people that deliver the money into the business. They come first in our book. The campaign was designed for them. A little smile goes a long way.

Describing all the techniques we used to create this humorous and powerful AntiMarketing campaign here would require too much writing. The subtlety in the 3 applications applied here would also mean writing an entire book. We may include this case study in a book someday.

The campaign didn’t come out of thin air. We didn’t just guess it would work. We knew it would work. There’s only a few companies that do branding, design, communications and advertising like we do.

Allow us to help your business excel, if you want to make more money. Yes, we are going to suggest something you wouldn’t expect but, that’s one of the reasons clients hire us.

Maybe you can call us. You may be happy you did.

 

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

Branding vs. Commodity

This PDF cover the basics and most important aspects of Branding. This is usually where most businesses get confused with the true definition of Branding and why branding has little to do with a logo*, packaging*, business cards*, brochures* or a website*. Those items* just listed have to do with Design elements which should proceed after a Brand-ID has been set.

Read the PDF attached below to see what you think.

Complimentary Download:
BRAND vs. COMMODITY

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

BRAND vs. COMMODITY

 

 

 

 

• Breuk Iversen • (718) 578-6613 • BinkNyc@gmail.com

 

 

 

 

 

AntiMarketing: WARNING!

AntiMarketing WARNS business owners that marketers, designers and AdMen who ignore the importance of the unconscious/subconscious level of human thought unwittingly subject themselves to making critical mistakes in a competitive marketplace.

 

 

 

 

 

 

AntiMarketing is a new paradigm
and scope for reaching new or old
markets with far greater ease.

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Call the number below for more…

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

 

 

Below is a short list of 7
AntiMarketing Rules to
follow when composing
any campaign.

 

• 1. Thoughts are created in images, not words.

IMG_6634
Imagery applied to words or visual images make up thought, not discrete words.

 

• 2. Most communication is nonverbal.

IMG_6637
80% of human interaction involves the non-lexical component of communication by speech:  intonation, pitch and speed of speech, hesitation noises, gesture, and facial expression.

 

• 3. Metaphors and stories are central to thought.

IMG_6638
Visual images are so prevalent that we are often unaware of them. They visually stimulate the mind, help add perspective to the world, and allow us to surface unconscious and subconscious feelings.

 

• 4. Emotion loves with reason.

IMG_6633
Most marketers have a reasoncentered bias in their research and applied to their creative application. We can clearly show why this fails in the market. Emotion should be included, captured and brought to the forefront.

 

• 5. Most thought, emotion and learning occurs with awareness.

IMG_6630
Often people do not know they have knowledge until they materialize it with other data to derive information.

 

• 5. Socially shared mental models are important.

IMG_6639
Mental models help to filter information and make it manageable. When groups of people share important features of mental models, they are called consensus maps (or shared stories, memories, rituals, opinions and feelings) and they are possibly the single most important set of insights a manager can have about consumers and purchasing. This is where engagement happens.

 

• 7. Memory is fragile.

Shelly Lynn

AntiMarketing: 3rd Wave master system.

Memory is actually a creative product of our encounters, beliefs, and plans developed on a subconscious level. Fragments of data are unconsciously/subconsciously utilized and only later synthesized.

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com