Three years ago, Velvet Ice Cream Company was looking for a fresh idea to communicate our brand to consumers in ways traditional advertising cannot. Advertising can be effective, but we wanted greater interaction with our customers. We wanted a campaign that would offer them something more than an image and a tag line.
We've discovered that our customers go out and take action-buy more ice cream-when we use promotions. We've instituted a program of Sunday newspaper coupon inserts, freezer clings, and other similar promotions that have been highly successful.