Schmackary’s it is! • Our choice of dessert retailer is Schmackary’s! • Although Schmackary’s also sells ice cream sandwiches, brownies, milkshakes, and coffee, it is essentially a cookie place! • A cozy little shop located in the heart of NYC’s theatre district at 45th St & 9th Ave
The primary target audience is Gen Y but also anybody who enjoys cookies! (AKA self-proclaimed cookie monsters!)
• Age group
18 – 34 years old
• The cookies are reasonably priced for a good size; middle and high income groups can afford to indulge.
Schmackary’s current target audience engage in social media, enjoy informal settings, have a sweet tooth, fond of art, fun and creative. ●
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Like to stay connected and share experiences Use social media religiously Like to feel important and engage with the brand Value convenience Enjoy hanging out with family and friends Have a sweet tooth or better yet a passion for cookies! Are fun and creative Enjoy art
Customers become loyal when they get a positive overall brand experience and value for their money. Customers visit dessert stores to: • Satisfy their sweet tooth • Socialize • Relax and have a good time Customers, especially millennials, become loyal to a brand, when they: • Get value for their money • Get good customer service • Get to engage with the brand • Get a positive brand/overall experience • Believe in what the brand supports or stands for Mintel Oxygen: Marketing to Millennials February
The majority of people enjoy Schmackary’s offering as a cool place to go with friends for a sweet treat; very few cited poor service and overly salty snacks.
“ managed to cultivate a following from the incredibly loyal theatre market by linking their brand with Broadway ”
Although Schmackary’s provides an excellent product and service, their brand awareness is still limited to their broadway neighborhood.
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Lack of Brand Awareness
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Low Geographical Reach
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Limited Distribution
Schmackary’s needs to expand their reach in order to compete with other cookie, dessert and sweet snack sellers.
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55% say the buy cookies at the grocery store
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24% say they buy cookies at a bakery
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Some respondents noted that treats like cookies are often impulse purchases
“ Usually a spur of the moment purchase because something yummy caught my eye. ”
Schamackary’s unique selling proposition is combination of individual functional and emotional features that have led to single store success.
FUNCTIONAL
Friendly Staff
+
EMOTIONAL
USP
Unique Flavors
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Carefree Gourmet
As a snack food Schmackary’s provides a boost in blood sugar and satisfies a craving; but also provides features that address the social & ego needs of the consumer such as socialization, adventure, love and status.
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Energy Source
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Satisfies Craving
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“Catch-up” Spot
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Speciality Food - Appeals to Tourists
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Celebratory Occasions
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Foodie Types Stay Ahead of Trends
While maintaining the current brand idea we have developed a new key message for this particular marketing campaign to expand awareness across all of New York City. Current Brand Idea: We Will Make a Cookie Monster Out of You Too! Key Message: Schmack Attack! The Cookie Monster Takes NY!
Advertisements will portray a cookie overtaking NY with a call to action. Tag Lines: ● ● ● ● ●
You Can’t Escape the Cookie Monster! Your next! Can you find the cookie monster? We’ll make a cookie monster out of you! Cookie Monster loves New York!
You Tube Videos: Can you find the Cookie Monster before he finds you?
We recommend a community based campaign foregoing traditional ad placement due to budget restrictions is the best way to increase brand awareness. Social: Facebook, Twitter, YouTube & Instagram Community: Cookie-ing Classes, Participation with Performing Arts Colleges
Off Premise: Mobile Truck, Festivals On Premise: Baking Contests, Meetups
We believe these strategies will grow brand awareness for Schmackary’s. ●
Creating ties within the local community can help operators build customer loyalty on a personal level.
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Marketers Return to Summer Music Festivals, Seeking Millennials. (Ad Age) If your business wants to strike a chord with millennials this summer, connect with them at music festivals. (Biz Journals)
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11% share a good experience with a food truck with friends using social media sites.
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21% of respondents find out about food trucks through word-of-mouth.
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Using food trucks to reach the community at various events and can easily tour from location to location essentially making the trucks traveling advertisements.
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44% of respondents to Mintel’s surveys typically use food trucks for beverage purchases, which ties with American food for the second most ordered items.
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Millennial consumers are the driving force behind food truck sales.
Mintel Oxygen - Food Trucks 2013
The Cookie Bike ●
Cookie wheel covers for all citi bikes.
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Accompanied by QR code on wheel cover & standing advertising display at bike rack.
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Thousands of moving advertisements sparking curiosity throughout the city.
Thank You!
Qookie & Answer
APPENDIX http://schmackarys.com/ http://www.forbes.com/sites/onmarketing/2013/07/03/trying-to-understand-gen-y-get-comfortable-withbeing-uncomfortable/ http://academic.mintel.com.remote.baruch.cuny.edu/display/680599/ http://www.yelp.com/biz/schmackarys-new-york http://academic.mintel.com.remote.baruch.cuny.edu/display/678427/ http://adage.com/article/media/marketers-rush-summer-music-festivals/292669/
APPENDIX:
Site Traffic Ranking Comparison Charts
Direct Competition of Cookie Makers
APPENDIX:
Site Traffic Ranking Comparison Charts
Competition Amongst Known Dessert Companies