Dollop Shop
Grand Opening
The Process
Discovery
Understanding Dollop Shop's identity and goals were the main steps of our discovery phase. After evaluating Dollop Shop’s presence on social media and narrowing down Claire’s target audience for the store launch, we were able to brainstorm a solid strategy to bring people into the shop.
Strategy
To have a successful marketing launch, businesses need to start from the top – with strategy. The big points of our strategy were – to create a cadence through social platforms and email marketing, reinvent the current website to reflect the updated brand and host a VIP Opening Party to build excitement about the opening of Dollop Shop.
Delivery
In a two-month time frame, our website updates resulted in a 500% traffic increase year over year, and our implementation of a social media cadence resulted in a 1,000% growth of her target audience. These elements of marketing strategy led us to a successful VIP Opening Party and a sold-out grand opening.
Website Reinvention
Using new photography and branded language, we updated the website to reflect the goals and identity of Dollop Shop. These changes increased traffic by nearly 500% year over year in a one-month time frame and increased the keyword search click rate by 100%.
Dollop Shop’s original website homepage:
The reinvented website homepage:
HOw to Create a Sold Out Opening
VIP Opening Party
The VIP Opening Party was the core of our opening plan for Dollop Shop. The party took place the night before the opening. We invited local food influencers to share photos of the decadent desserts and eccentric atmosphere to get people excited about the opening the next night. The VIP Party received a huge turnout with over 30 guests and created genuine, customer-generated content.
Social Media and Email Marketing Promotions
Having a cadence throughout your social platforms and email marketing takes your brand to the next level. After sending out an email to Claire’s current list to build excitement around something special coming, we started to build hype on Instagram and Facebook. For social, we finalized a schedule of regular posts featuring updated photography and messaging, and we began posting stories every day. This created a buzz on Instagram and Facebook and led to attention through word of mouth.
Involving The Press
We also developed a press release which led to the involvement of the press on Dollop Shop’s Opening Day. An article for the Toledo Blade was written and the #1 local news station, 13ABC, came to feature the shop. Local influencers also included Dollop Shop on their radio shows and in their blogs.
Sold Out Opening
March 25th. Opening Day. Claire opened the doors to a line down the street. Dollop Shop COMPLETELY sold out in its first, second, and third days of being open. She continued to get consistent sell-outs for weeks in a row which has led to her being able to maintain a sustainable business.
Custom Orders
Because of the success of Claire’s sold-out openings, her custom orders also began to blow up. During strategy and start-up phases, we act as a business confidant and marketing liaison to advise the next steps for businesses. We developed the idea of a custom order waitlist on the spot to help Dollop Shop manage the custom order increase. The waitlist form submission increased orders placed by 27% in one month. Now, Dollop Shop has a successful business model for maintaining custom orders.
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