Marketing Strategies to Establish a Frozen Yogurt Business

By Tracey Lamphere

You can build your frozen yogurt business with customer referrals, special events and a mix of social media.
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Frozen yogurt, or froyo, has gained favor as a dessert treat. The outlook for froyo businesses is stable thanks in part to America’s health emphasis, according to an October 2012 industry report from IBISWorld, a market research firm. Frozen yogurt businesses generated more than $760 million in 2012, with an annual growth rate of 3.7 percent since 2007. Even in a stable market, solid marketing strategies will help to solidly establish your frozen yogurt business.

Social Media

From families who want to treat their children on report card day to couples navigating a first date, your frozen yogurt business should bill itself as a social experience. This includes using social media outlets to spread the word about your business. Open a Facebook business page and a Twitter account. Encourage current customers to "check in" to your store on Facebook by offering a discount. Let's Yo of New Jersey has incorporated social media into its dining experience with free Wi-Fi and reminders for customers to post to social media about the business. Customers can post something about Let's Yo while at the store and see it appear on a live Twitter feed, according to a recent profile in Forbes. You can devise a similar strategy or your own unique approach to engage customers on social media to get the word out about your business.

Customer Loyalty

Customer loyalty is essential to your business. Gamification is a fun and effective way to encourage repeat shoppers, says Matt Wise, CEO of ePrize, in a recent article for Incorporating a competition into your business can give customers additional motivation to visit. For example, McDonald’s uses gaming with its Monopoly promotion. You can add games to your frozen yogurt business by having customers try the most flavor combinations or have a flavor suggestion contest. If you have more than one location, you could encourage people to visit multiple locations to take part in a drawing for prizes.

Customer Referrals

Customer referrals are a highly valuable marketing tool. A friend recommending a product or service instantly boosts a consumer's opinion of that product or service. Have a "treat your friend" promotion in which you give a discount to the customer bringing the friend. If the friend comes back that month with another friend, you offer a free yogurt. These referrals can also work as a share this page or retweet this item on social media.

Special Events

Hosting a few special events or an ongoing event can give you a boost in the offseason. If Monday evenings are perpetually slow, hold a “happy hour” with discounted yogurts or free yogurt for children with a purchase. Give teens a place to go on Friday nights with live music or a board game night. Offer to provide your space for large parties, birthdays or mom’s groups. If your business is located in a shopping center with other eateries or shops, partner with other business owners to host an event where all businesses benefit, a street dance or small carnival.