It’s summer, it’s incredibly hot, and I’ve been eating ice cream every day. My husband purchased an ice cream machine for me for my birthday…it’s the BEST. I also love visiting all of the local ice cream shops and trying new flavors.
Last night, I got to thinking that this cold, dreamy treat is actually a lot like marketing!
Marketing might seem all business and strategy, but at the end of the day, it really is a lot like ice cream. Whether you’re running a small store, growing your customer list, or trying to get your new product noticed, the way you approach marketing has a lot in common with my favorite frozen treat.
Here’s how:
1. There’s a Flavor for Everyone
Just like some people love chocolate and others go straight for butter pecan, not every marketing approach fits every customer.
The key? Know your audience and what “flavor” they prefer. Are your customers practical and no-nonsense? Sweet and sentimental? Trend-followers or tradition-lovers?
The better you understand who you’re serving, the easier it is to offer the “flavor” they’ll love—whether that’s a coupon postcard, a heartfelt letter, or a clever Instagram reel.
One way to know your audience is to write up a sample profile about them. A strong profile includes both quantitative demographics (the who) and qualitative psychographics (the why).
- Demographics should include things like age, gender, income level, occupation, marital status, location, and ethnicity (if relevant).
- Psychographics go into the nitty-gritty behavorial details and could include lifestyle, values, pain points, and goals / motivations.
2. It Needs to Be Fresh
Nobody likes freezer-burned ice cream—and nobody likes stale marketing either.
If your materials are outdated, your logo is blurry, or your website still talks about last year’s sale, it’s time for a refresh.
Keep things current with seasonal updates, timely promotions, and well-designed materials. This shows people your business is active, professional, and paying attention.
When I’m considering visiting a new store, I often check their online presence before heading out the door. When I see that they have a Facebook page that has been inactive for 6 months, it makes me hesitant to visit. Another red flag for me is a lack of photos or reviews on their Google My Business profile. I like to know where I am headed and what to expect.
3. Avoid “Vanilla” Marketing
Sure, vanilla ice cream is great—but add caramel, sprinkles, or a slice of fresh blueberry pie, and now it’s unforgettable. Most people don’t go for vanilla ice cream alone when there are other more remarkable choices. The same could be said about “vanilla” marketing.
Vanilla marketing is forgettable and interchangeable. Take a look at your ad copy…could any other business use those same words for their ad? “Hey, come buy my product.” There’s nothing unique about that!
[READ: How to Make Your Print Ads Stand Out]
You can avoid vanilla marketing by defining your Unique Selling Proposition and by adding special small touches that your customers remember.
Let’s start with your Unique Selling Proposition (USP). A USP is a clear statement that explains what makes your product or service different from—and better than—the competition. It answers the customer’s question:“Why should I buy from you instead of someone else?” This statement can guide your advertising and marketing efforts going forward.
Small touches also leave lasting impressions. There’s a wonderful ice cream shop that’s on my way home from work in Howe, Indiana, called “Happiness is Ice Cream.” They go above and beyond with their kids’ scoops by adding edible decorations just to make the children smile. Their plastic spoons also change colors! Those small touches leave a lasting impression and have me going back again and again.
In marketing, those little extras make a big difference:
- A handwritten thank-you note
- A bonus tip on a flyer
- A quirky tagline or surprise sample
- A signature or story included with a product
- Free popcorn or coffee at the shop
- A follow-up phone call to a customer
- A birthday card in the mail
4. You Don’t Need Every Flavor—Just the Right Ones
Trying to do everything in marketing is like trying to store 50 ice cream flavors when you only have space in your freezer for 5.
Focus on what works for your business. Do your customers read a certain publication? Start there. Do they respond well to personal mail or word of mouth? Lean into that.
Consistency and quality beat trying to do it all.
Remember, at the heart of both ice cream and good marketing is delight. Your message should be clear, friendly, and leave people feeling good—about your business and about choosing you.
Marketing is your chance to say:
“We see you. We care. We’ve got what you need—and we’re happy you stopped by.”
Ready to say goodbye to vanilla marketing? Contact the team at Barnyard Marketing to start a project today.