Superbowl Sunday is over and Valentine’s Day is still about two weeks away. What will we as a nation do to help get us over the disappointment of a dull Superbowl game and looking forward to the day of love? Why, frozen yogurt of course! This week is National Frozen Yogurt Day! While the actual date is disputed, February 3rd… 6th… 7th, I don’t know, frozen yogurt chains across the country are celebrating it this week. How is your frozen yogurt shop going to celebrate?
Yougurtland declared today, Monday February 3rd National Frozen Yogurt Day giving customers free frozen yogurt and toppings from 4-7pm at all participating locations. They’re also debuting their color-changing spoons and commemorative cups.
Menchie’s is hosting it this Thursday February 6th, by giving out free 6 oz. of frozen yogurt all day when you bring in a coupon.
Pinkberry, too, is celebrating National Frozen Yogurt Day on February 6th from 3 to 7pm with a free small pinkberry froyo with toppings in exchange for a facebook ‘like’ on their local pinkberry facebook page.
What can we learn from Pinkberry, Menchie’s, and Yogurtland’s National Frozen Yogurt Day marketing campaigns?
Each of these major chains have implemented different marketing strategies for their National Frozen Yogurt Day promotions, taking a look at each of their goals and direction will give you a better grasp on how to model yours!
Goal: Driving Traffic to Shop
Date of Promotion: Monday Feb. 3rd, 4-7pm
Promotion: Free yogurt and toppings, with commemorative color changing spoon and cup.
The date that Yogurtland has chosen for their National Frozen Yogurt Day promotion is not arbitrary. Last year, Yogurtland held their annual frozen yogurt day promotion on February 4th, still a Monday. This means that Yogurtlands strategic marketing goals include:
- driving traffic to locations on Monday afternoons.
By placing their promotion on Monday afternoons we can assume that Yogurtland’s main goal from this marketing strategy is to get more people into their shop during the given timeframe.
Coupling this promotion on a day that you want to encourage foot traffic into your shop is a great strategy to boost sales on a relatively slow day while encouraging newcomers to continue to visit on monday afternoons.
Goal: Attracting New Customers
Date of promotion: Thursday February 6th, All Day
Promotion: Free 6 oz. yogurt with coupon
Menchie’s frozen yogurt coupon online indicates the social media engagement they’re going for in this promotion. Hosting the promotion on a Thursday, a relatively steady sales night for many frozen yogurt shops shows that they want to drive most of their traffic to their facebook profiles and online presence where they are hosting the coupon. By hosting a coupon as opposed to a facebook ‘like’ or follow indicates the clientel they are trying to get at. Less adolescent, more families.
Hosting the coupon online makes them accessible to both demographics but the idea of a coupon appeals more to the mother/father niche than teenager.
Also, by requiring a coupon and offering all day free yogurt on a Thursday, Menchies is trying to attract new customers using the convenience of the day and flexibility of time. These elements makes Menchie’s as approachable as possible and the coupon makes a fairly attractive advertisement as well especially with all the opportunities for sharing on their facebook page.
Goal: Social Media Engagement
Date of promotion: Thursday February 6th, 3-7pm.
Promotion: Free small froyo with toppings in exchange for facebook ‘like.’
This social media centric marketing strategy builds engagement for Pinkberry. By exchanging a free cup of yogurt for extended social media exposure. They are directly cultivating their brand image and increasing their exposure and engagement with their audience.
Pinkberry has long been fostering their social media program and online presence. This directed campaign is looking for encourage engagement for each individual store’s social media community, strengthening their overall brand image. They do this using other social media strategies such as branding their own hashtag #Pinkberryobsession.
Just like these brands make sure that your frozen yogurt promotion for National Frozen Yogurt Day is getting you closer to one of your business marketing goals!