Success Recipe Quality, service and professional (web) marketing: How a small ice cream shop in Berlin with great ideas is successful


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Last week, while it was still warm, we walked through Kreuzberg - and went to eat ice cream. Of course, not in some ice cream shop, but in the one that was just "in" and we had to queue up. But what is the recipe for success?

The recipe for success Quality, service and professional (web) marketing: How a small ice-cream shop in Berlin is successful with great ideas

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Successful with oral propaganda

Overview

My girlfriend said that she only knew the shop for three weeks and that he was suddenly in the conversation. Apart from the fact that it is only a few days right ice weather. The shop has been around since May 2009

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Only the prices are new this year: last year, the ice balls still cost 90 Cent, this year we are already at one euro. A sign of success. Like the rather long queue in front of the sky-blue door in the violet wall of the house.

The success story

Overview

But what exactly is the recipe for success? First of course, in the high-quality goods: The ice cream is free from artificial colorings, additives and flavorings and is made fresh every day. And rather spicy varieties such as white chocolate with ginger and orange, Indian mango, lemon cinnamon or dried apricot with candied pine nuts and white pepper. But then also in the service - the people in the shop were totally friendly and with fun at work - and that translates to the clientele.

Just good mood and good goods and then the success comes by itself? It is not that simple. If you look at the website, you will quickly find out that this is a sophisticated marketing strategy. The makers come from professional gastronomy. There is a corporate design, everything is held in bright violet and sky blue: umbrellas, entrance area and website.

Professional website and lots of transparency

Overview

The website conveys the image of the small, friendly shop around the corner, but is not amateurish but extremely professionally programmed - I mention this only so emphatically, because the many small shops that just put a web appearance on the net, seem to forget that just should not be unprofessional.

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And there is transparency: customers will find on the site photos from the store, ice cream - and you can watch in the "Glass Ice Factory", as the ice cream produced. There are also small tours, ice cream seminars and other events possible.

Who knows its customers is clearly in the advantage!

Overview

The makers know their clientele, which is apparently mostly made up of young Kreuzberg parents, probably quite exactly: because the customers pay attention, of course, that the dear little as biologisch impeccably snacks, but nevertheless price is not much higher than the conventional ice cream.

A newsletter informs about news: I must admit that I do not know the Berlin band "Eisblume", which is nominated for the Comet this year, but as a marketing gag this did not only work because of the celebrity bonus and the common target group but also because of the name.

All this then leads to a good press, to date 19 positive reviews on Quype and lots of positive word of mouth in the neighborhood. I almost miss the whole professionalism of an ice cream blog and a matching Twitter account; but this is probably a resource issue with such a small shop and the previous PR way the more promising.

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And then?

Overview

But the store also has a bonus: to count it as a small, friendly shop around the corner. But growth is well known to be one of the toughest challenges for Company, And that could also be in this case. Because my girlfriend, for example, came to a surprising realization: "If the ice cream shop opens a branch, then it is actually a chain ... and actually we do not buy from chains ..."


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