Krispy Kreme is an American international doughnut company with products sold worldwide including in the UK, Australia, India, Turkey and Malaysia, to name but a few. The company is famous for its delicious doughnuts, but also offers soft drinks, hot drinks, sundaes and sandwiches, as well as frozen and iced beverages.
Krispy Kreme was founded in 1937 and is today regarded as one of the most popular doughnut suppliers in the world. Today, its revenues exceed $400 million annually, and since 2004, the company has rapidly expanded its services internationally, with 100 stores in Mexico alone.
But what makes Krispy Kreme’s marketing so popular? Read on to find out…
Krispy Kreme has more than 50 doughnut flavours and designs, including the cinnamon twist, the Dulce De Leche, the double chocolate éclair and the Oreo Cookies and Kreme. It also offers limited edition and special order flavours, from the baseball and basketball doughnuts to the much-anticipated Nutella filled doughnut, the Nutty Chocolatta. The company never stops developing new flavours and concepts, to keep audiences continually excited and engaged.
The same should hold true for your marketing. As a business, you should never stop looking for new ways to innovate. In a continually evolving and fast-paced society, remaining current and innovative is essential in keeping the interest of your consumers.
Modern society is incredibly fast-paced. People want things super-fast, including their doughnut order. In 2014, Krispy Kreme introduced a drive-thru service in selected locations in the USA. The service proved incredibly successful and since then, Krispy Kreme has introduced drive-thrus in additional locations, including Australia.
Maintaining audience interest means providing them with the services that they want. As a business, this means constantly looking for ways to be different. No one ever expected doughnuts to be available as a drive-thru service, but Krispy Kreme innovated with an outside-the-box approach pushed the business to new heights of success.
Get into the minds of your consumers
Finally, after much consumer request, Krispy Kreme developed its Hot Light App. The Hot Light App tells Krispy Kreme consumers where they can find their nearest Krispy Kreme store. The app sends out alerts whenever customers are close to a store, thus getting into the minds of consumers and encouraging them to visit even when they didn’t originally intend to.
As a business, you need to remind your customers about your brand as often as you can. Whether by posting regular content to social media, sending out email marketing campaigns or getting your audience involved, always do your best to remain in the memories of your consumers as often as possible. With the Hot Light App, Krispy Kreme has struck gold in the most intelligent and persuasive way possible.
Don’t ignore the power of social media
Krispy Kreme’s customers are also encouraged to proactively engage with the brand by uploading a photo of them enjoying a Krispy Kreme moment using the hashtag, #KrispyKremeMoment. The brand takes social media very seriously, regularly uploading content to it's Facebook, Instagram, Pinterest and Twitter pages but also being incredibly proactive when dealing with customer service issues, responding to a question or even offering random acts of kindness (such as free doughnuts to lucky customers!)
This high level of proactivity is great for building a community and is a fantastic way to differentiate your brand from the competition to become one of the most engaging and shareable brands in the market!
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