Case Study
Red Mango
Store Opening
Red Mango, the fastest growing frozen yogurt retailer, looked to The Powell Group to provide the strategy and local marketing/PR expertise for store openings as well as managing national media and product development announcements. We opened more than 20 stores, launched one major product and several flavors, planned a major market launch and managed several crisis situations.
The Powell Group utilized our network of senior level retail/marketing and PR consultants in the top 40 markets to work with Regional Franchise Directors and the local franchisees to customize a grand opening template that included media outreach, social media, community relations, street team recruitment and management, advertising and store promotions. We took a national template and determined what was personal and relevant to the local customer to develop awareness and drive traffic to the store.
The introduction of the first iced tea to contain probiotics served as a differentiator and allowed us to leverage the news to also discuss Red Mango yogurt now being fortified with GanedenBC30, a patented probiotic. Utilizing a third party endorsement from Dr. Steven Pratt, author of “SuperFoodsRx,” was key in educating media and consumers about probiotics, GanedenBC30 and the benefits of another probiotic in Red Mango frozen yogurt and iced teas.
Successful grand openings with 1,000 to 2,500 attendees in San Antonio, Dallas, Los Angeles, Hawaii, Las Vegas, Boston and Houston resulted in major broadcast and print coverage as well as social media exposure and strong traffic and sales.
An informational session Dr. Pratt at a New York City store for the launch of iced teas provided entrèe to receive Bloomberg News coverage, deskside visits with Teen Vogue and Health as well as Red Mango now being a Weight Watchers approved item.
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