Ethels Chocolate Essay

368 Words2 Pages
Case Study – ethel’s chocolate lounge The Client Ethel’s Chocolate Lounge, a division of MARS Inc., launched its new brand of high end chocolate in the Chicago market. Women love to gather. They love to build relationships while doing activities. They want and crave girlfriend time and ethel’s gives them not only a great location to share time with their friends, but gives them great chocolate in an approachable, comfortable setting. The Problem In order to lay the foundation for ethel’s as a fun, approachable member in the communities where the lounges are located, Interpret-Her was asked to develop a creative solution to build community buzz among the local chocolate lovers and identify businesses which target ethel’s same market, and who might represent a good “partner” for cross promotion and referral. The goal of the Community Building Program was to: • Stimulate word-of-mouth customer buzz for ethel’s. • Develop a database of both customers and local businesses which could be tapped for future promotions and lounge event rental. • Provide a strategy which could be duplicated at each new store location. The Solution Ethel’s PJ Party – a night of chocolate, chit-chat, pampering and fun! Interpret-Her developed a “Women’s, Adult Only” pajama party. To make sure the evening was all about her, massages and spa offerings were incorporated into the evening event. Influence-Her mapping clearly defined consumer targets and business community targets. In-store promotion and personal business invitations drove interested party goers to a registration site which gathered data and word-of-mouth referral patterns. The Result Within 5 days of launching the registration site, the party was “full”. On a rainy, February evening, pajama clad moms, daughters and even some grandmothers descended on ethel’s. Chocolate samples, complimentary drinks and fun ensued. The

More about Ethels Chocolate Essay

Open Document