Is Your Marketing Plain Vanilla or Nutty Coconut?

Triple digit days began in June here in the Dallas Fort Worth area…and a 67-day streak of no rain FINALLY ended last week…it was the second-longest on record.

It. Is. Hot.

This has resulted in long lines at the local Baskin-Robbins, home of 31 flavors (although they now boast a rotating roster or more than 1400 flavors!).

I have discovered there are similarities between the acts of selecting ice cream and creating a marketing strategy…who knew?

Some people request several samples before making a decision…some study the cartons in the display case as if there will be a test before they get their scoops…some order the latest and greatest flavor…and others order the same thing over and over.

How does ordering ice cream apply to your marketing strategy?

  1. Do you always jump on the latest marketing trend (a.k.a. shiny object syndrome)? 
  2. Do you spend a lot of time researching marketing options and are unsure which is best? 
  3. Do you try several marketing tactics and aren’t certain which worked?
  4. Do you keep doing the same marketing activities without considering new options?

While ordering an ice cream flavor you don’t like doesn’t have the same ramifications as investing in a marketing strategy, here is the moral of this story: 

  • Be willing to try new things.
  • Be willing to take calculated risks.
  • Be willing to add “an extra scoop” to your existing plan.
  • Be willing to take action.

If your marketing strategy was a Baskin-Robbins ice cream flavor, which one would it be?

Mine is nutty coconut because it’s fun, a combination of complementary ingredients, and I love coconut! 


P.S. Do you know why Baskin-Robbins is the home of 31 flavors? Because co-founders, Burt Baskin and Irv Robbins, believed ice cream should be enjoyed every day of the month.