Comments on: Thanks, thanks, thanks! http://icecreamireland.com/2006/10/24/thanks-thanks-thanks/ Kieran Murphy's blog - all about making, eating, pondering about and enjoying sweet things by a chocoholic Irish ice cream man (Murphys Ice Cream) living in Dingle, Ireland. (Please ask if you wish to use text or images. Copyright (c) Kieran Murphy 2007) Fri, 17 May 2013 11:45:25 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: Kieran http://icecreamireland.com/2006/10/24/thanks-thanks-thanks/comment-page-1/#comment-3753 Kieran Sun, 12 Nov 2006 11:56:01 +0000 http://icecreamireland.com/2006/10/24/thanks-thanks-thanks/#comment-3753 Wow! Thanks for the time and trouble to write all of that, BM. Much appreciated. The generic package had to be generic since the print runs are so large that we couldn't do each flavour seperately. However, you'll be happy to hear that we are now in the process of printing our top four flavours with a graphic and printed ingredients. You're other ideas are very interesting. We've been talking about some of them - i.e. events and will definitely mull all of them over! Wow! Thanks for the time and trouble to write all of that, BM. Much appreciated. The generic package had to be generic since the print runs are so large that we couldn’t do each flavour seperately. However, you’ll be happy to hear that we are now in the process of printing our top four flavours with a graphic and printed ingredients.

You’re other ideas are very interesting. We’ve been talking about some of them – i.e. events and will definitely mull all of them over!

]]> By: bm http://icecreamireland.com/2006/10/24/thanks-thanks-thanks/comment-page-1/#comment-3639 bm Sat, 11 Nov 2006 23:45:21 +0000 http://icecreamireland.com/2006/10/24/thanks-thanks-thanks/#comment-3639 Re-do your packaging! The empty blue&white implies a generic/ingredient item. Your label should make a sumptuous/tasty/gourmet impression. Brighten things up + add artwork: "Inside: a very tasty dessert!" It's too bad you can't just hurl a marketing blitz on how you're so exclusive, you're only available < here >, now. Every 3mo's, blitz again for limited-run items. Simultaneously, establish presence at major public/outdoor events, with either pre-stocked vending carts, or personal service where appropriate. Create specialty items, specifically for those events, and vend them nowhere else. Commission a small run of elegant literature, which reinforces your gourmet/exclusive underpinnings -- maybe a catalog, or small book with your history. With the right mix, you would have the "Haagen Dazs effect": perceived exclusivity, with skyrocketing marketshare. Court someone in the fashion-industry, to become the "face" of your brand. Aim high: a supermodel would cover all demographics. Lastly, commission short runs of holiday/season-themed items, aligned with limited-run products + gift-baskets. Briefly show them in your ad-blitz, but price them exclusively and permit supplies to run out immediately. Advertise the price. Everyone will want them. The product is already proven. It just needs: exposure-> mindshare-> marketshare-> profit. Re-do your packaging! The empty blue&white implies a generic/ingredient item. Your label should make a sumptuous/tasty/gourmet impression. Brighten things up + add artwork: “Inside: a very tasty dessert!”

It’s too bad you can’t just hurl a marketing blitz on how you’re so exclusive, you’re only available < here >, now. Every 3mo’s, blitz again for limited-run items. Simultaneously, establish presence at major public/outdoor events, with either pre-stocked vending carts, or personal service where appropriate. Create specialty items, specifically for those events, and vend them nowhere else.

Commission a small run of elegant literature, which reinforces your gourmet/exclusive underpinnings — maybe a catalog, or small book with your history. With the right mix, you would have the “Haagen Dazs effect”: perceived exclusivity, with skyrocketing marketshare.

Court someone in the fashion-industry, to become the “face” of your brand. Aim high: a supermodel would cover all demographics.

Lastly, commission short runs of holiday/season-themed items, aligned with limited-run products + gift-baskets. Briefly show them in your ad-blitz, but price them exclusively and permit supplies to run out immediately. Advertise the price. Everyone will want them.

The product is already proven. It just needs: exposure-> mindshare-> marketshare-> profit.

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