Lear Stuff

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We will use the distribution strategy known as pull marketing. The goal of pull marketing is to get the customers to come to you, hence the term pull, where we are attempting to pull customers in. We will use sales tactics such as mass media promotions, word-of-mouth referrals and advertised sales promotions. For us, pull marketing attempts to create brand loyalty and keep customers coming back, therefore having long-term sales. When we pull up to the town center or Coburg beach, we want a crowd to already form, waiting for us so they can have a taste. That can only happen if we arouse interest and a ‘want’ using social media and other promotional activities and advertising.

Our distribution strategy will also be exclusive as it will only be one truck selling all over Durham. Perhaps later in the years we will expand to put our ice cream in malls, or even open our own store, but for now our customers can only get our liquid nitrogen ice cream from this one food truck.

We will use the direct distribution channel to sell our product. Direct distribution involves distributing direct from the manufacturer to the consumer. In this sense, we will be making and selling our product from the comfort of our truck and therefore will only be selling directly to the customer.

In terms of other ideas of distributing the product, we can put up ice cream stands all around the place we are selling, for example Coburg beach. Since all we need is cream, sugar, toppings, and liquid nitrogen, we can set up little ‘lemonade stand-like’ stands for our ice cream and sell them using those. This way we can sell more food to those who may not be able to get to the area where our truck is situated. Since we are an ice cream truck, we can also open a store in a mall, or even partner with another store (ex.Walmart) and sell inside of their store, on the side.

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- Promotional Strategy: The purpose of our promotion plan is to get the attention of our customers, hold their interest for as long as possible, arouse a desire to buy the product, and lastly obtain action as in them buying our product and creating strong brand loyalty.

Advertising-

A day before we start to sell our ice cream, we will have advertisements on Rogers cable, CHEX Durham, and 99.9 Virgin radio as people in summer listen to the radio a lot (especially on the beach). We will be advertising the fact that the next day, Durham will be introduced to the latest coolest thing, liquid nitrogen ice cream! This will arouse a curiosity and a want to try the new experience out. In addition, we will use the radio to advertise the new flavor contest we will be doing (explained later in the section). As well, we will be promoting our product using Instagram, Twitter, and Facebook to let people know where we are going to be during the day (“We’ll be at Durham college from 12 to 1pm”)

Personal Sales-

Since we are an ice cream truck we will be having point of sales merchandising. We will be selling our product face to face to the customer and therefore personal selling will be more intimate and customized depending on the customer. We will make sure our employees are personable and funny people to engage our audience. We will also make sure to have an open window where customers can watch their ice cream be made and can see the cool liquid nitrogen smoke out of the truck. This will give customers a cool experience that they would want to share with others later on.

Sales Promotions- [pic 17]

On Instagram, Twitter and Facebook we will be posting buy one get one scoop free coupons that can be used on the first day we start to sell. This will get a plethora of new customers and will encourage them to try our product. Since our profit margin is so high, we won’t be losing much money. [pic 18]

Since we will be partnered with popular singer Ed Sheeran, we will ask him to donate to us two tickets to an upcoming concert of his. In the food truck, any customer who buys at least two scoops will be entered in a draw to win those tickets.

Lastly we will hold a contest for customers to submit ideas for a brand-new flavor, the top three will get their flavors made and we will sell them to the public and let them try them themselves. They will vote and the winning flavor will get $1000. This again, will be advertised on the radio. [pic 19]

Publicity-[pic 20]

The best way to publicize the truck is to use social media. Since our product is so cool and ‘instagrammable’ as it is served in a beaker while it is smoking, people will want to show it off on social media (much like star bucks). We will also have a cool light bulb adorned photo frame with our name all over it; people can stand behind it and take a photo, which they can post of social media. Our name will instantly be in the photo and create free promotion.

A couple months later we will organize a charity Ed Sheeran concert where all the proceeds will go to fighting obesity in Canada.

Will hold a movie night under the stars by Grass park, where people will be able to eat some ice cream and watch a great movie.

Overall, my ice cream truck business will be a hit. We have a great profit margin and our plan will surely generate a buzz. We will get the attention of our customers, hold their interest, arouse a desire to buy the product, and lastly obtain action, as in them buying our product and creating strong brand loyalty.

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