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Building Brands Into Communities…And Community Into Brand

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When community is part of a brand’s inception, the bar is high for expanding into new territory. Salt and Straw’s approach to “socializing” its ice cream meeting places into new locations is a case study in using online and real-world social skills for person-to-person brand building when you are the new kid in town.

Publicado en: Marketing
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Building Brands Into Communities…And Community Into Brand

  1. 1. Building Brands into Communit and Community Into Brands
  2. 2. 2 Today’s Scoop Quick Company Overview Building Brands Into Communities • Our Menu & Local Makers • Our Hyper-Local Efforts • The Way We Do Business
  3. 3. We create happiness through moments of wonder. OUR PURPOSE 3 Kim Malek, Co-Founder & CEO Tyler Malek, Co-Founder & Chief Creative Officer
  4. 4. A Brand and Company that is More than Just Ice Cream
  5. 5. • Founded in 2011with HQ in Portland, OR • Handmade, small-batch ice cream • Company-owned shops (20 current shops) • Avg. scoop shop size: 1,200 sf • Ecommerce with Nationwide Shipping • Strategic/Wholesale Partnerships • Alaska Airlines • Stadiums/Arenas (Mariners, Levi’s, etc) • Corporate & University Campuses AT A GLANCE 5
  6. 6. High-Profile Locations in Premier Markets Existing States Near Term Expansion Seattle SanFrancisco Portland Whereitallbegan Disneyland “TheBusiestIceCreamShopinthe World” SanDiego Miami 2 Shops opening in Miami in 2020!
  7. 7. Scoop Shops with an Immersive Transformative Experience
  8. 8. Scoop Shop Flavors ~ Featuring Local-Specific Menus Countless Ways to Enjoy Full Menu of Small Batch Ice Cream Seasonal Flavors Purchase Options Home DeliveryPint Membership Club In-Store
  9. 9. Our Marketing is Done By Others….
  10. 10. Best Marketing? Above-Average Online Customer Ratings & Engagement 240k+ Followers Store Name State Market Alberta OR Portland NW 23rd OR Portland Division OR Portland Larchmont CA LA Abbot Kinney CA LA Pine Street (WBB) OR Portland Studio City CA LA Arts District CA LA West Hollywood CA LA Fillmore CA SF Hayes CA SF Little Italy CA San Diego Ballard WA Seattle Capital Hill WA Seattle Lake Oswego OR Portland Burlingame CA SF Disney CA LA Palo Alto CA SF One Paseo CA San Diego 4.5 4.5 4.5 4.5 4.5 4.0 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.0 4.5 4.5 4.5 4.4
  11. 11. Building Brands Into Communities Our Menu & Local Makers Our Hyper-Local Efforts The Way We Do Business
  12. 12. Our Menus Reflect Our Communities Market Relevance - Chefs - Makers - Farmers Seasons Reimagined - Ice Cream Thanksgiving - Halloween Spooktacular Topics of Discussion - Food Waste - Human Rights - Local Farming
  13. 13. Beecher’s Cheese Elm Coffee Westland Whiskey Theo Chocolate Ellenos Yogurt Seattle James Coffee Dandelion Chocolate TCHO Chocolate Sightglass Coffee Breakaway Matcha California Ingredients and Experience Tailored to Each Location Portland Arbequina Olive Oil Coava Coffee Freckled Woodblock Chocolate Cloudforest Chocolate
  14. 14. Local Love: The Chocolatier Series
  15. 15. Hyper-Local Efforts ~ Student Inventor Series Student Inventor Series Each Shop is paired with the elementary school in their neighborhood. This relationship goes on throughout the year via fundraisers, shop craft projects and other fun activities. The highlight is the annual Student Inventor Series.
  16. 16. Building Community Through Connections ~ One by One No matter how long the line is, the folks who work there come out from behind the counter, greet the customers, and ask if you'd like to sample something before buying. And not just sample one thing ... you can pretty much sample any flavor you like and take all the time you need. I asked the fellow who was taking care of me how come they were so relaxed, and he said, "This is ice cream. it is supposed to be fun.” ~Salt & Straw Seattle Customer
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