PPB February 2020

Distributor | Funk Marketing & Promotional Products Type Of Client Café and ice cream parlor Audience Individuals living in a 20-mile radius of Annapolis, Missouri, with enough expendable income to dine out two to three times a week. Total audience count was 6,974 Other Media Facebook Primary Objective To increase the café’s out-of-town customer base Total Budget $10,339 Strategy And Execution A 45-week rebranding campaign re ecting the café owner’s brash and blunt but loveable personality was developed using promotional products and social media. The rebranding included renaming the café The Crazy Sister Café & Ice Cream Parlor and introducing a new logo featuring her likeness. Banners on the building promoted the new name. Facebook ads blanketed accounts within a 20-mile radius, including those in nine small towns, promoting a contest for crazy sayings with photos of the winners, daily specials and the owner “in character.” Beginning in week four, promotional products were used daily onsite to further engage customers to share and recommend their ‘Who You Callin’ Crazy’ experience. Logoed postcards invited guests to submit their crazy sayings for possible inclusion on t-shirts. Stickers with the slogans were used on take-out bags and logoed oor mats greeted customers at the doors. T-shirts for staff and for sale were decorated with different “crazy” sayings on the sleeve. A menu redesign included some of the owner’s famous sayings along with her personal story. Results The goal of the promotion was to generate 50 percent of café sales from out-of-town customers and that goal was exceeded by 25 percent. As a result of the promotion, 75 percent of sales were from out-of-town customers as tracked by ZIP Codes on checks and credit cards. It was a nancial and branding success. Client Branding Programs SILVER WINNER Top Ciient Promotions | FEATURE | FEBRUARY 2020 | 19