Business Assessment

Hi everyone! Hopefully midterms are over and went well this past week! Thank you for being here and following along with my blogging journey!

Today's blog is going to be a fun one! In this day and age, it is almost crucial for businesses to have a website and one that communicates and advertises effectively to every audience. The first big company that came to mind for me was Crumbl Cookie. Ever since opening their first store in 2017, Crumbl Cookie has been all the rage. Now in 2024, there are now 862 locations worldwide. Social media is a big part of this company's advertising, and they do a great job utilizing it. Every week Crumbl releases five available flavors. They announce these flavors on their website and social media sources such as Instagram, TikTok, and Twitter. They videos, giving each weekly cookie an intro clip featuring the cookie's ingredients, relevant sets, slow motion effects and more. Flavor drops give customers something to look forward to at the end of the week. Crumbl also makes interactive posts on Instagram, having customers guess cookie flavors or vote on that week's best cookie. You can read an interesting article I found about Crumbl's marketing strategies Here.

  Not only has Crumble mastered advertising through social media, but they also have an equally as effective website. The first thing you see when going to their website is the weekly video introducing all of the flavors. As you scroll further on this main page, you can see a picture of each cookie along with its description as well as the dates of that week so customers know how long those cookies will be in store. Crumbl also makes ordering the cookies easy and accessible by adding a button to the original video that says, "order here." Customers can click on this and are brought right to the page to order their cookies. To see the rest of the website there are three bars you can click on in the top left of the page that turns into a drop-down menu. The menu gives you the option to learn more about the company, order, buy merchandise, see what store locations are near you, purchase gift cards and see catering options. I think that the company has their website organized this way so that it is not too overwhelming for customers by having all the information on one page, but rather starting with the main attraction (the weekly cookies) and then providing the option to look at more information. I personally think that the website is easy to use and gives customers a good amount of information in an effective way. 

Crumbl's marketing is primarily done online and because of this they communicate a very strong identity online. Crumbl uses a profile image that either says their name or has their logo on a background of one specific shade of pink. Crumbl's pink cookie boxes are a crucial part to their brand identity. Along with this, Crumbl's posts on social media are interactive and flavor rotations provide anticipation and excitement, encouraging repeated visits so customers can try every flavor. One more way that Crumbl keeps customers coming is their app and point system. For those that download the app, you receive points for every cookie you buy. The more points you get, the closer you are to earning free cookies. 

Currently, Crumbl is doing a great job advertising through social media, and this engages a lot of the younger demographic. Something that could be a fun way to bring in new customers are collaborations or partnerships with other brands or even influencers. I could also see how showing customers behind the scenes work could create more appeal to the company.