SimpleFresh: Interactive Campaign Plan Frozen yogurt is back. To be more accurate, frozen yogurt never left. However, since its start in the 1980s, the frozen yogurt industry has gone through cycles of popularity and decline (Franchise Help, 2015). After over a decade of success, sales cooled in the 90s and many shops closed their doors. However, over the last ten years a new generation of frozen yogurt stores have Spurred a revival in new flavors, toppings, and shop designs, the segment has been revitalized, opening opportunities for both franchises, such Red Mango or Pinkberry, and independent operators, such as SimpleFresh Frozen Yogurt in Columbus, Ohio. This revival also brings frozen yogurt into the social media age. New audiences can …show more content…
As the storefront does not see a large amount of foot traffic, realizing an increase in the number of people entering the shop will demonstrate an increased ability to connect with buyers and drive traffic. This will be especially beneficial during the winter months, when the amount of buyers decreases considerably. Because driving new traffic does not always translate into an increase in revenue, the second goal of this campaign will be to realize a real increase in gross revenue by 10%. By educating customers about the quality of the ingredients and relative healthiness compared with ice cream, buyers will feel more confident that they can fill up their bowls and load up on toppings. When combined with the increase in overall store traffic, an increase in revenue should be expected. The Audiences The audiences for frozen yogurt are broad; however, like many businesses the key demographic of adults 18-34 is a special focus for frozen yogurt businesses. A study performed by the NPD group found that this group of Americans consumes more yogurt than any group that came before (Satran, 2013). Unlike older Americans, those 18-34 grew up with yogurt in their homes, having been introduced to it by their parents. This group is also the key audience for frozen yogurt sales; however, is also important to understand their motivations for purchasing frozen