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Franchise Mentor: Building a Line of Children at Truck is Best Practice of Kona Ice Franchisees (Part 2)

by Brian Bixler on July 10, 2013

in Franchise Mentor, Frozen Dessert Franchise

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This post is the second of two parts. To read Part 1, please click here.

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The truck — called a Kona Entertainment Vehicle because it also creates a party atmosphere with tropical, steel drum music — is the company’s most effective marketing tool because it’s a mobile billboard for the brand as franchisees drive it to various locations for business.

Richie and Carina Veverka, Kona Ice Franchisees

Richie and Carina Veverka, Kona Ice Franchisees

The Veverkas also take advantage of Kona’s corporate marketing materials from its own graphics department that will prepare posters, fliers, business cards, prepaid cards, and a host of other items.

Richie said they were always being asked if they were available to bring the Kona trucks to parties, particularly children’s birthday parties. So they had the graphics department make signs that announced that part of the business and they put it on their truck so potential customers will see it when they work events.

They also take advantage of Kona’s program to populate their Facebook page with information that includes everything from videos to daily postings.

Richie also utilizes the array of Kona Ice merchandise at his fingertips by using its as a marketing tool. It includes everything from T-shirts and wristbands to tissue boxes and gum.

Among one of his best practices when he brings his truck to an event is passing out Kona Ice stickers and tattoos to children. It helps build brand awareness as the kids walk around the event with their stickers, but it also sparks interest in other customers when they see a line of children start to form at the truck.

When the franchisees are invited to a school to help with fundraising, afterward Richie will send a die-cut thank you card in the shape of a Kona truck to the school. The card usually gets posted on a bulletin board in the school, creating further brand awareness.

And he is also quick to hand out a Kona Ice coffee mug to a teacher or principal.

“Nothing’s better than seeing a director walk around the school all day holding that coffee cup,” he said.

Building a Line

The Veverkas also purchased a costume of the Kona Ice signature character, a penguin named Kona, for an employee to stand outside events and schools waving at passing traffic to bring attention to the brand. And he drums up business at events such as food truck festivals by offering small samples to people waiting in line for food, so when it comes time for dessert they will come to his spot.

“It’s that whole idea of building a line,” he said. “Once you get a line, people see it and you want them to stop for a minute and take a look.”

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