Cold Stone Creamery
June 15th
Cold Stone Creamery Store, Portsmouth, NH
3:00 PM – 7:00 PM
Bring Your Appetites
Ice Cream is Free!
Try Our New Cakes and Nonfat Flavors
Bring Your Friends and Family To The Taste Testing Event Of The Century!
Bring Your Coupon
Visit Our New Store
Portsmouth, NH
Present This Coupon When You Make Your Purchase and Receive a 35% Discount on Your Purchase Bring a Friend Receive 50% off
Stone Cold Creamery
Ice Cream Developer Needed
Wanted: Talented Culinary School Student
Wanted: Talented Culinary School Student
Job Description: Develop New Flavors of Ice Cream; Create a More Nutritional Line of Product, Abide by the Company’s Goal of Excellent Customer Service, and Be Able to Work with Our Team of Development Scientists.
Send Resume to catcrazy72@hotmail.com
Cold Stone Creamery
Ice Cream is something we all love, but where is the best place to get it? Everybody follow me to the Cold Stone Creamery; enjoy the hundreds of flavors, specialty cakes that are made by a Granite Stone which is used for blending ice cream. The stone is used because of its even non-porous surface and its ability to remain at a constant five degrees Fahrenheit (Cold Stone Creamery, 2010). Come and try our waffle bowl cone, our new line of Healthy Indulgence which has specialty non-fat flavors, and do not forget that we have some tasty cakes that will sure become a family favorite. There are other companies out there that we do compete with, they have their own gimmicks and target markets, but our company is tried and true, and we do not need gimmicks. The answer is simple with creative marketing, special store events, free ice cream, coupons, and job opportunities for students, a great product and excellent customer service will set the bar high.
Did you know that Ben and Jerry’s are now owned by a London based conglomerate called Unilever? How did a company that was started in 1978 in Vermont by two hippies get sold to a company based in the United Kingdom (Wolf, 2010)? According to an article about the shift in owners, “Ice-cream maker Ben & Jerry's, once known for its counter-cultural roots, was one of the first to sell up to a corporation, when it was bought for pounds 175m by the consumer goods group Unilever in 2000 (Tryhorm, Sweeny, 2009). Now it is important to acknowledge that Ben & Jerry are still running the business, they just do not own it which gives them time to focus their attention on being activists. Now it is good to know about the competition, but how many consumers really know that the power has changed hands to a company in the United Kingdom? The two men have worked very hard, and their goal is by the end of 2013 to have all their ingredients meet the Fair Trade rules. Nobody wants to buy something that was made by exploiting somebody else (Hickman, 2010).
American people want American made products, because some consider the act of using people in other countries to do the same work is considered off shoring. This means that people in other countries will be paid less to do the same work that any blue collar American could be doing, but big corporations tend to want to save money by doing this (Cameron, Wilcox, Reber, Shin 2010, p. 376). Ben and Jerry should be given kudos for trying to make smart decisions, and using the Fair Trade labor system to protect workers in other countries, but should American Products be owned by Americans? Where are they really getting their products from, and how far are they being shipped away from so that Americans can enjoy this tasty treat? No one really knows expect for the purchasing agent who works for Unilever. Continue on with the good work fellas, but what is going to be the reaction of consumers when they find out their beloved ice cream company has sold out?
Cold Stone Creamery make’s their ice cream fresh daily, and the first store opened when Don and Sue Sutherland came up with an idea that would change their lives forever. Cold Stone Creamery now has hundreds of flavors to choose from, and with a little creative marketing their customers fall in love with their product without feeling they are getting a sales pitch. Grocery stores place marketers in the store with their samples, and after trying a sample then sometimes the pressure is on to buy the product. That is not the case here because people can go online to the Cold Stone Creamery, see a menu of special treats, and they can plan on what they order. Samples flow freely at the Cold Stone Creamery and a person can try as many flavors as they want before making a decision. The portions are big enough to share with a friend or two and the waffle cone bowls make serving easier for everybody.
Have you ever been to an ice cream shop and thought when was this place last cleaned? Sometimes people will turn right around and walk out the door if the atmosphere or the workers seem kind of strange, and who knows where their hands have been before being placed on your ice cream? Creative marketing means having a place where all are welcome, where the music is not too loud or disruptive, where people smile and sing just because it is fun. Even though different age groups can be targeted by researchers to analyze the target market, we do not need a bunch of facts and figures to tell us that everybody loves ice cream no matter what their age is. Old people used to be young and eating ice cream helps them quench their sweet tooth and feel like a kid again.
Special store events are exciting for both the company, and the customers that will be coming through the front door to experience the Cold Stone Creamery hospitality. The staff is excited about being a part of a special event, because they can show pride in their job and feel camaraderie with their co-workers. Special events bring excitement to the customers, because once word gets out that there is going to be free ice cream for all that attend an open house, the line will be waiting out the door. With an open house it is important to plan for more people than expected because having enough supplies is important. As well as having enough staff for an event, because being understaffed my take a little of the fun out of the event, but with a good leader they can motivate the team to pull a little extra weight. Having a special event means figuring out whom to invite, what time the event is, what level of client is being focused on for this event, and what kind of return will come back to the company?
Coupons are a great way to advertise to large masses of clients, and having a coupon that a customer can print on-line is a great way to save on posting an ad in the newspaper. People feel like they are getting a discount when they use coupons, and it is a great marketing trick to get the person in the store, they feel that they should use the coupon because they have it. According to Don Packard of Frankel & Co, he predicted back in March of 1993, that coupons would play a big contributing factor on where a consumer will shop. In an interview with Howard Schlossberg, he told the following about how coupons affect consumer behavior. Coupons are helping to drive their decisions. "Because it's money," said Packard. "Consumers see it as money. It's a reward for using the product. It's a reward for being loyal. Consumers see it as a reward for their patronage. They don't over think it. It's become ingrained in them. Consumers really like brands that reward them with an incentive. Consumers like all kinds of promotion incentives and think favorably of the brands that give them to them (Schlossberg, 1993). So nothing has really changed since this interview took place, it has only multiplied and taken on a life of its own mostly because of the different media sources there are available.
Looking for a job with a great company? Then look no further because Cold Stone Creamery has committed to the concept and has embraced the following qualities, do the right thing, be the best be #1, bring out the best in our people, profit by making people happy, and win as a team (Cold Stone Creamery, 2010). Many people, who work for the company enjoys singing, write their own songs, and when looking to get hired at Cold Stone Creamery it is called an audition, and not an interview. Students who want to break into the business because of culinary interests are encouraged to apply to the company, and there are many opportunities for growth. A job may include a description that would welcome any student to the company, and promoting jobs like development specialist, flavors nutritional specialist, team advisor and lead flavoring tester would interest the public. Going to the website will introduce anyone who is thinking about joining the Cold Stone Team, whether it is at the corporate or in store level, it is a good resource to use before applying.
Cold Stone Creamery provides a superior product, if you go to order an ice cream and ask for a ‘Like It’, ‘Love It’, or a ‘Gotta Have It’, nobody is going to look at you like you just stepped off the moon. When ordering the ‘Like It’ this is the smallest at 5 oz, ‘Love It’ is a medium at 8 oz, and ‘Gotta Have It’, is the largest at an incredible 12 oz, and we all know that is a lot of ice cream (Cold Stone Creamery, 2010). The following is a taste tempting description of what a Cold Stone Creation is, “A smooth and creamy ice cream treat that combines super-premium ice cream with a variety of fruit, nuts, chocolate and other goodies customized for each customer, creating a mouthwatering dessert (Cold Stone Creamery, 2010).” With all this level of sweetness and a variety of creative names, the company gives ice cream lovers some advice for making a more nutritious decision when indulging in your favorite flavor.
Here are a few calorie conscious tips for enjoying your next visit to Cold Stone Creamery:
- Choose Sinless Sweet Cream in your favorite Creation to reduce the ice cream calorie count by 57% with zero grams of fat.
- Swap out the regular ice cream in the Like it Oh Fudge Shake with the Sinless Sweet Cream for a treat that has 61% fewer calories and contains 97% less fat.
- Choose fruit mix-ins instead of candies. Swapping blueberries for Reese’s Peanut Butter Cups will eliminate 180 calories. (Cold Stone Creamery, 2010).
To find more secrets about how to count calories, and survive a visit to the Cold Stone Creamery follow these tips, and always ask the crew member who is working if there are any other new tricks they could share. Our company is always coming up with new health considerations, and finding alternatives that still taste good is a part of the project of our development team.
Excellent customer service is what is expected and not something that is deserved on a customer per customer basis. When a crew member signs on with the company they know what the company standards are, and so it is no surprise that people who want to succeed will like their job. When someone is interested in working for Cold Stone Creamery they will need to audition for the position than rather call it an interview. For young people, who want to work in an ice cream shop as their first job, audition sounds far more exciting, and it does not sound so much like, “I have to get a job”, it is more like “I have to win this audition”. The company is a great place, and young people will get to learn how to work as a team, how to commit to a schedule, have enough money to buy things, and have a little independence from mom and dad.
When deciding how to market to ice cream lovers consider the basic idea that everyone loves ice cream, and having different marketing campaigns targeted for different markets is very important. For example, inviting the public into Cold Stone Creamery with Open House events, and whenever there are large groups of people who share the same passion a sense of camaraderie is built amongst strangers. Free ice cream is always a good thing, and people will not believe at first that a company can be so generous, but it is good will that will bring in more customers after the event is over. Giving away ice cream will help the company bring in new and return business, and will bring a smile to almost any families face, unless they have fussy kids. People love coupons, and just the fact that they have a coupon for a product they love makes them feel like “Since I have this gift, that I should use it.” That is why direct mail works so well, because people will go someplace and make a purchase based on getting something in their mailbox. Having a great product and excellent customer service is crucial to any business, and when people eat ice cream they want to be someplace that is fun. Creative marketing is the key to Cold Stone Creamery’s success, and making the first impression when a customer walk’s through the door can happen as quickly as less than 30 seconds. So make the most of those 30 seconds and remember to smile!
Reference:
Cameron, G.T., Wilcox, D.L., Reber, B.H., & Shin, J.H. (2008). Public Relations Today.
Boston, Ma: Pearson Education Inc.
Cold Stone Creamery. (2010, June 6). Retrieved from
http://www.coldstonecreamery.com/about/about_cold_stone.html
Hickman, M. (2010, February 27). How to stop the builder cowboys ripping you off. The
Independent, London UK, 64. http://proquest.umi.com/pqdweb?did=1971750521&Fmt=3&clientId=74379&RQT=309&VName=PQD
Schlossberg, H. (1993). Coupons likely to remain popular. Marketing News, 27(7), doi:
http://proquest.umi.com/pqdweb?did=625188&sid=3&Fmt=3&clientId=74379&RQ T=309&VName=PQD St Like It™ - approximately 5 oz.
Sweeny.M, Tryhorn C., (2009, April 7). Financial: marketing: smoothie operators tread
familiar path to big business deal: like other niche brands, innocent must convince customers it hasn't sold out. The Guardian, London UK, 25. L http://proquest.umi.com/pqdweb?did=1674721851&Fmt=3&clientId=74379&RQT=309&VName=PQD
Wolf, A. (2010, May 19). Ben and Jerry's founders urge CEO’s to do good.
McClatchy - Tribune Business News, Retrieved from http://proquest.umi.com/pqdweb?did=2036158701&Fmt=3&clientId=74379&RQT=309&VName=PQD
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