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
Koko Monk Chocolates’ Successful Launch Event
ReadyGo Media partnered with Koko Monk Chocolates this Spring to create a special chocolate tasting event that marked the launch their first retail store.
Photo courtesy Joann Pai, Eating in Vancouver | Flowers courtesy Hilary Miles Flowers
Paul Dincer, owner and chocolatier of Koko Monk Chocolates, began as Levni Chocolates and sold in five Vancouver farmer’s markets over three years leading to its opening. In February 2013, Koko Monk opened its first retail location in Kitsilano. Koko Monk creates handmade, hand painted, hand tempered fine chocolates with unique flavor fusions. Each Koko Monk chocolate is indeed a work of art. The chocolates engage all the senses from a one-of-a kind beauty to delightful flavour combinations drawing on inspirations from Shakespeare to post-modernism.
Photo courtesy Barry Calhoun Photography
Joanne Probyn, founder and digital strategist of ReadyGo Media, worked with Paul to carefully select twelve special guests for Koko Monk’s Exclusive Chocolate Tasting Night. Present were food critics, bloggers and photographers that ranged from the promising and talented food storytellers, FoodGays, to Canada’s most authoritative news source, The Globe and Mail. Each was invited for his or her style, taste and sophistication. Yet despite their vast experiences, few had enjoyed a chocolate tasting before; the excitement leading to the event was palpable across social media channels. And the enthusiasm continued throughout the event; while the event officially ended at 8pm, many guests stayed late with the last person leaving after 10pm. “ReadyGo Media far exceeded my expectations,” says Paul. “It was incredible to meet all of these remarkable, like-minded food lovers all at once. I make my chocolates for people like them.” Each guest was served a flight of six chocolates and Paul guided the food connoisseurs through a blind tasting that revealed his complex flavour combinations and concepts. The last chocolate was paired with a dessert wine, expressly recommended for one of Koko Monk’s chocolates by one of North America’s most accomplished fine wine connoisseurs, San Diego-based Francois-Xavier Auffret.
Photo courtesy Barry Calhoun Photography
This event was possible with the generous support of our many sponsors–special thanks to Suki’s Salon & Spa, Hilary Miles Flowers, Costen Catbalue Goldsmith & Design, Barry Calhoun Photography and Vision Event Photography. We would also like to thank all our speecial guests for their enthusiasm, pioneering spirit and community support.
Photo courtesy Koko Monk Chocolates
We’ve been thrilled with the positive feedback so far including several outstanding articles written by Ariane C. Design, VanFoodster, FoodGays and Eating in Vancouver. Some people were captivated by Paul’s passion for chocolate, while others were surprised and delighted with the artistry behind Koko Monk’s culinary creations.
Photo courtesy Koko Monk Chocolates
Due to the event’s success and wide public interest, ReadyGo Media will continue event planning and marketing initiatives with Koko Monk Chocolates. Be the first to find out about our next Koko Monk chocolate tasting event by joining Koko Monk’s mailing list today (via Levni Chocolates).
Photo courtesy Barry Calhoun Photography
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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
Viral Video Case Study ~ Old Spice
At the time of the case study below, Old Spice had over 1.4 billion impressions. Here’s the most viewed brand on YouTube (and it might surprize you): Old Spice and it’s campaign “The Man Your Man Could Smell Like.”
Ask anyone what they thought of Old Spice before this video, and 9 out of 10 would say “My Dad wears that cologne. No, thanks!” How does a brand reinvent themselves… overnight? Old Spice did.
Here’s how agency Wieden + Kennedy tackled this problem. They targeted a niche of young men currently using their girlfriends body wash (and no cologne at all) and their girlfriends. Two markets. The results? A humorous viral campaign leveraging attractive celebrity Isaiah Mustafa.
Not only were the writing and the target clever, but it truly embraced social media by creating response videos (186 videos within 2.5 days) that directly addressed fans comments. People loved it! Fans themselves created their own mock videos which added to even more explosive coverage. After only 3 days: 20 million views. After one week; 40 million. They owned 75% of the online conversation in body wash. That’s ROI. And as if that wasn’t enough, they increased sales 27% in the first year. Their sales are continuing to grow, and grow, and grow…
If you’re still interested in learning more, check out the case study below.
CASE STUDY:
