Mike Swann was excited to open his new business venture in the springtime. Mikes Old-Time Ice Cream
Question:
Mike Swann was excited to open his new business venture in the springtime. Mike’s Old-Time Ice Cream and Chocolate Shop was established to take advantage of several opportunities and reach multiple audiences, all in one location. In the summertime, ice cream should sell best. In the winter and spring, chocolate products may be given as Christmas, Valentine’s, Easter, and Mother’s Day present. Mike also decided to sell fast food throughout the year, including hamburgers, hot dogs, grilled cheese sandwiches, pretzels, fries, and other items.
To make his store stand out, Mike chose to locate it on the outskirts of town, where parking would be readily available and the store would be surrounded by a more natural environment including a nearby forest. Then, he was able to obtain a passenger car and caboose from a now-defunct railroad company that could be set up as a place to enjoy ice cream in a unique seating arrangement in addition to the regular tables inside the shop. Outside of the rail cars, Mike placed a swing set and other items for the children.
The biggest challenge Mike faced was getting the word out. He contacted a local advertising and promotions agency to help him get started. The first question the account executive asked was, “Well, what is going to make your store stand out?” Mike responded, “Several things. First, I am re-opening a company that served this area for years, called “Stevenson’s Ice Cream.” I plan to generate publicity by letting everyone know that we will be selling the same kind of great-tasting ice cream that used to be offered by that company. Second, I have a partnership with a local chocolatier that is on the far side of town. We’ll be selling their products in our store. And third, we are appealing to that old-fashioned, old-time relaxation that people enjoy in the summer. Families should love that.” Next, the executive asked, “Who are your major competitors?” Mike answered, “For the ice cream, I suppose it is Baskin Robbins and Dairy Queen. For chocolate, it’s probably Nestlé and Hershey’s. But we are set up in such a unique way we should be able to attract people differently.”
The executive and Mike agreed that the company’s launch was a key time to communicate this difference. They also believed the target audience would be pretty large, including families with children, grandparents with grandkids, and other people looking to enjoy high-quality chocolate and ice cream in a unique atmosphere, possibly after enjoying a quick meal. The executive pointed out that getting people to visit for the first time would be one factor but that generating return business throughout the year was the real key to long-term success. It was time to get started.
Case Study Questions:
- If Mike decides to use advertising, what type of advertising will that be and what should it emphasize? Which of the emerging trends in advertising can Mike use to promote his new business? Explain how it can be used and why it should be used.
- Explain what would be the advertising objective/s you would set for Mike based on his interview with the local agency executive. State them clearly.
- If Mike does not have a lot of resources to spend on promoting his business. What key player/s in advertising is/are most likely to be of value to Mike in assisting him in his advertising efforts? Why?
- If you were assigned the task of launching Mike’s Business in your own region, how would you begin to frame the IMC? How would you identify your key target market, position the product, and design your advertising message? What other communications tools besides advertising can Mike use? Give two specific examples. Justify your answer.
- Which type of advertising agency should Mike use to assist him in promoting his business? Justify your answer.