Koko Monk Chocolates Case Study
Chip Wilson, Lululemon founder, congratulates Dincer, Koko Monk Chocolates, "New Business of the Year" finalist and Probyn, ReadyGo Media, "Service Excellence" nominee at the West Side Business Awards.
ReadyGo Media recently partnered with Koko Monk Chocolates to launch their new retail shop and café located in Kitsilano.
Industry experts put the new business failure rate at 60-80% in the first year–with food services and new food products scoring as one of the worst sectors. While the figures vary, one thing is certain–ReadyGo Media understands every decision is critical for new and growing businesses.
According to Cornell Hotel and Restaurant Administration Quarterly, most restaurants fail due to a lack of :
- Marketing budget (consequently, they remain unknown)
- Poor communications with consumers (frustrating and loosing the few customers they do have)
- Negative consumer perception of value (often caused by inconsistent, undistinguished and inferior branding causing distrust), and;
- Failure to integrate a vision and mission into the operation (weak branding leading to confusion and rejection)
ReadyGo Media helped Koko Monk Chocolates define key business goals empowering them to get the most from their budget and time. They needed to build the brand and drive awareness.
Key Tactic: Exclusive Media Event
ReadyGo Media spearheaded the planning, promotion and publicity for an exclusive, sponsored media event marking the launch of their first retail store.
The results? Brand development and exposure that built trust–of consumers and affiliates–achieved through an outpouring of compelling, authentic stories…ultimately generating more and more opportunities.
Measurable results (achieved in less than two months):
- Successful, exclusive event featuring guests including The Globe and Mail and key industry influencers resulting in 14 published stories with a reach of at least 500,000+
- Secured event sponsorships from strategic partners valued at $4000+
- Built a passionate online community resulting in valuable recommendations, publicity and word-of-mouth advertising
- Strong relative growth; maintained good sales during their off-season
- Generated a 40% increase in Facebook fans
- Doubled unique website visitors
- Increased website visits 61%
- Increased Twitter fans 500%
- Increased engagement and established a Klout score of 45
Measured over a five week period before and after the campaign.
Brand Assets:
- Powerful brand messaging
- Press kit
- Photography
- Promotional media booklet
- 5 star Yelp and Urban Spoon ratings
Paul Dincer, Founder Koko Monk Chocolates and Joanne Probyn, Founder ReadyGo Media with friends at the West Side Business Awards
Consequent Success Highlights
- West Side Business Awards “New Business of the Year” finalist
- Professionally produced video valued at $10,000 by TELUS OptikTV
- Retail placement at Granville Island’s Edible Canada at the Market
- Successful new product development
- Built strong relationships resulting in invitations to participate in high-profile events including:
- BC’s largest local food evening, Taste BC at Pan Pacific Hotel Vancouver
- Liberty Wine’s Port & Chocolate Night at Vancouver Rowing Club
- Suki’s Salon and Spa “Treat Yourself” evening
- City Food Magazine’s Hot Chocolate Festival
- Invitation to present at Vogue Theatre’s Pecha Kucha Night (1200 attendees)
- Vancouver Foodster Barista Competition
- Blogger interviews, video footage and articles
- Social Shopper promotion launching new classes
Partnering with ReadyGo Media has proven to be an excellent business decision. With strong signs of continued growth, recognition and profitability, Koko Monk Chocolates is looking forward to their first year anniversary just around the corner in February 2014.
“Working with ReadyGo Media was a perfect fusion
between our needs and their professional strategic implementation,”
~ Paul Dincer, Founder and Chocolatier, Koko Monk Chocolates
CPRS Event: Speaking the ‘Right’ Language with Denyse Johnson, Global Media Relations Advisor, CTC
I’ve recently accepted an invitation to join the Canadian Public Relations Society as their new Director of Professional Development.
My first event was in September on Coping with Social Media in Public Relations where Peter Walton of SFU presented interesting results from their recent study on social media.
In my upcoming event, we will be:
- Navigating various strategies to tailor communication to audiences of differing backgrounds
- Providing smoother correspondence in today’s increasingly globalization-based world
This event is great for anyone in:
- Travel & Tourism
- Government
- Multicultural communications
Please join me by registering here.
DATE
Tuesday, October 29, 2013
TIME(S)
5:30PM – Registration & Networking
6:00 to 7:00PM – Presentation and Questions
7:00 to 7:30PM – Networking
Denyse Johnson, Global Communications and Media Relations Advisor, Canadian Tourism Commission (CTC)
Koko Monk Chocolates’ Partnership
We’re delighted to announce a partnership with Koko Monk Chocolates, a new Vancouver chocolate shop that creates handmade, hand tempered fine chocolates with exotic and sophisticated flavor fusions. Check them out at 1849 West 1st Avenue in Kitsilano.
Social media strategy includes a blogger event launching their first retail store helping them generate awareness, partnerships and sales.
Event possible with thanks to the generous sponsorship of local businesses including Suki’s Salon & Spa, Costen Catbalue Goldsmith & Design and Hilary Miles Flowers.
Case study to follow upon completion.
ReadyGo Book Review “Yes We Did”
An inside look at how social media built the Obama brand.
A great book by Rahaf Harfoush on fundraising, mobilizing an online community or for anyone who just wants the inside scoop on one of the world’s most famous social media successes. Worth a read! Forward by Don Tapscott. Review by Joanne Probyn of ReadyGo Media.
Enter to Win Pecha Kucha Tickets
I’m a big fan of Pecha Kucha Nights. This event offers presenters a chance to share their inspirations and accomplishments in 20 slides, 20 seconds each.
It brings people together for an inspiring experience. Vancouver Art Gallery after-party included. It’s a SOLD OUT show!
I’m all about social media and building relationships online. I also appreciate the value and pleasure of taking friendships offline. Interested in the science of all this? Check out this interesting podcast by University of Chicago Professor, John Cacioppo. He says our brains actually perform differently when we are face to face. This Pecha Kucha, I’m delighted to be taking two of my new Twitter friends! I hope you’ll take a online friend, too.
For your chance to win two tickets to #PKVan just leave a comment including:
- Someone who inspires you and why
Good luck! Hope to see you there.
Vogue event information.
Thursday, February 24, 2011
Doors 6pm. Starts 7pm.
How to Get More Attention
Don’t be boring.
Easy to say… harder to do. It takes an innovative idea backed by passion, determination and a willingness to take risk. Here’s a company that did just that.
Join me for a look at this groundbreaking advertising event dating back to the glory days of advertising… 1955.
Ad-man Bruce Baker, representing Quaker Oats, had a genius idea that tapped into hopes and dreams of over 21 million children. They offered them chance to own a piece of real land in the Yukon, “The Big Inch.” One legally subdivided square inch of land from the “Klondike Big Inch Land Co.” Land deeds were inserted into cereal boxes as a giveaway. Children across America had a unique chance to feel the pride of being a land owner, the hope of adventure, and the dream of striking it rich in the Gold Rush. The memory of this event lasted well into many adult lives, some even traveling to the Yukon to see their land later. Here’s the Deed of Land:
Download the actual ad seen in the Seattle Times.
Quaker passed up an opportunity to invest in their brand long term. Those that did travel to the Klondike were disappointed to find their land was sold (legally, as written on the back of the deed). Although the campaign did offer real dreams for children, it left some adults feeling played. It wouldn’t have cost much to keep the land and could have won the loyalty of those once true fans.
How can BIG IDEAS work for a small business? A conservative large business? Consider the following when assessing your marketing activities:
Are you tapping into the dreams of your target audience? Or are you just communicating “this is my product/service.” What do you know about your clients? What are those untapped dreams that you could align with your brand? Have you asked your clients? If exciting isn’t on brand, you can never go wrong with highly relevant. Who would have thought children would like to own land?!
Are you playing it safe? One sure way to get lost in the millions of messages we see each day is to be the same as everyone else. How is your company or product different? Is there a new exciting way to generate awareness? Engage your audience? What would it look like if you lighten up and make contact with your company more entertaining? When I think of companies who are struggling with their marketing efforts, they are usually trying to be “professional.” It’s a generic untargeted approach that sadly works against the best of intentions. Professional AND innovative can be achieved… it just takes a little more effort and a willingness to try.
And my favorite question, how can you integrate your on and offline marketing? Is there existing free content online that you could use… that you’re “leaving on the table?”
Learn more. Watch the documentary “Cereal Thriller”
Open Discussion:
Was it a reasonable expectation to hold the land? Or, was it enough to instill a dream? What are your thoughts?
Have you seen a successful groundbreaking campaign or idea in your industry?
Joanne
