Ice cream shops use a variety of marketing methods to help sell their products, including print ads in local publications, email marketing, and direct mail. According to John Jantsch, author of Duct Tape Marketing, a marketing strategy or marketing business plan explains how you are going to promote your products and services. For an ice cream shop, this means that your marketing strategy helps you determine how you will bring more customers into your shop, and ultimately increase your profits. Goals definition The marketing strategy for your ice cream business should begin with a clear statement of your marketing goals. Write the goals so that they are specific, measurable and realistic. For example, "the benefits of ice cream augmentation" is too broad of a goal. A better goal would be something like, "Increase sales of chocolate desserts by 9 percent in the first four months of the fiscal year." Identify your target market The marketing strat