Marketing Goal

We have the sweetest and most affordable lemonade stand in town. The goal of our marketing effort is to increase awareness of our lemonade stand to local residents. Our desired outcome is to have a buzz around town and lines around the corner.

Marketing Budget

We’re just getting started as a lemonade stand and we don’t have the budget to hire a big name lemonade influencer. We can afford to give out free samples and we have a couple lemonade stand hats to spare.

Marketing Strategy

We don’t feel comfortable asking the most popular residents to promote our brand. We aren’t certain that their support will be genuine, and we don’t feel we have a fair return offer. We also don’t want to ask every customer if they would like to be an ambassador for our lemonade stand. We feel that our consumers can become weary of this in some cases. They should enjoy our product without being offered a business pitch.
Instead of reaching out cold, we’ve decided to check on our mentions, hashtags, and geotags to see what people are excited about our product. We’ve settled on an offer for consumers that we feel is fair. Our offer is clear and attractive: tag us in a photo and receive 50 likes for a free hat and 2 lemonades. This is a win-win for us. In addition to spreading the word to local residents, we promote our product even more by distributing apparel. Plus, this establishes a returning customer because the participants will likely continue to return after their free lemonades are used.
We’ll post this offer in our shop and on our social media for all of our followers to see, but we mention it to returning customers because they may receive the most value from the offer, and they already display an appreciation for the product.

Strategies we didn’t employ

We made a cautious effort not to seek out food influencers. There aren’t many in our location, and we aren't in the position to compensate these larger influencers monetarily. We also felt that there was a solid chance that we would just be another place on their feed and there was no real guarantee that this would cause their audience to move to purchase.
Instead, we activated a group of loyal customers which will be a much more effective method for local growth. Many of our influencers could potentially know each other. This could create an overlapping of social groups that moves people to find out what they’re missing out on.