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 strategy for your ice cream business should also help you better understand your target customers. Research your target market by observing customers who come to your store. Understand what is the customer persona for your business. Think of the customers who frequent your ice cream shop the most, and identify several market segments for your business. This means that you need to identify multiple "subtypes" of clients, and describe demographic characteristics such as age preferences, sex, and ice cream. For example, you may notice that a common segment in your shop is young mothers with whom bring their children in a weekly treat.
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Analyze your competitors
Another part of the marketing strategy for your ice cream business is an analysis of the competition. Describe each of your major ice cream competitors in detail. Include all the information you know about their business model, competitive strengths and weaknesses, and market shares. Scour your local newspapers and other publications, and collect advertisements and other marketing materials your competitors use. For example, you may notice that a local ice cream shop offers $ 1 coupons in a local newspaper. If other ice cream shops in your area use these marketing materials to promote their services over an extended period of time, it could mean that these strategies work for them.
Choose your marketing tactics
In your ice cream marketing strategy, you should organize and select several tactics to promote your ice cream products. For example, create a direct mail campaign in which you send coupons and ice cream deals to your target market. Place an ad in a local newspaper, and communicate the most popular office hours and flavors for your ice cream shop. Ice cream sponsors food contests and other events in the hot summer months to lure parents and kids to your shop. Develop a search engine marketing campaign so that customers can find you when they search for local ice cream shops online.
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