a customer-centric focus blows away sterile corporate competitors.
By Roy Harryman
There’s nothing foggy about the marketing approach of Foggi Ice Cream & Coffee in Mission, Kansas. The “fog” references the shop’s nitrogen-churned approach to creating its frozen goodies.
For the uninitiated, the ice cream is essentially flash frozen. When nitrogen is added, it creates a dry-ice-like fog and results in a thicker cream that’s less “airy” than the regular variety.
Of course, Foggi’s isn’t the first to do this. I’m applauding because the place is “fan”-tastic – as in raving fans and exuberant customers. In fact, when you enter, you sit among hundreds of them – at least via the overflowing wall of photos.
For years, Foggi’s has painstakingly collected shots of customers in front of its logo, printed them and affixed them to the wall – every wall – of the store. This does several things:
It validates the customer, implicitly stating, “You’re important to us.”
It provides visual and overwhelming proof that this place has fans – and lots of them!
It demonstrates that Foggi’s is about its customers, not just promoting itself.
This approach would be difficult for a franchise model to pull off. Rigid corporate style guides, while they have some merit, would likely deem this approach too sloppy and messy. And it is a bit of chaos – but in the best sense of the word: It’s authentic, fan-created chaos.
This approach is a big win for from-the-heart, street-level marketing. I was also drawn to the promos painted on its windows and doors and the old-fashioned sandwich board on the sidewalk. Another plus: The store features board games and toys for kids, which indicates it wants you to stick around, not just inhale ice cream and run.
As much as I like this marketing approach, it’s not complete. Foggi’s social media (at least from my viewing) does not replicate the printed fan photos. Although I think the in-store posting is most important, the reach could be expanded thousands of times over if each fan photo were automatically posted to social media. Fans like others to see them enjoying their favorite products. And this approach is free.
In addition, Foggi’s website gets the job, but misses the opportunity to demonstrate the beauty of its craft and product. It’s also lacking any visual representation of the “wall of fame” interactions with customers.
That’s just my take on the marketing. As for the ice cream, milkshakes, coffee and other drinks? Hundreds of fan photos can’t be wrong!
Want to see, or taste, Foggi’s for yourself? Be their guest:
6015 Johnson Drive
Mission, KS 66202
913.808.5655