The very first Italian gelato portal, for both gelato makers and gelato lovers
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If you’ve drawn up a business plan and taken the decision to open your own gelato parlour, one of the first things you need to do is define your shop’s positioning and company image.
Having a clear identity is vital, as the consumer has to choose from an array of gelato parlours and does not just buy a product, but a whole experience. Brand communication and a correct brand positioning strategy are becoming increasingly important and have to cover various details:
Obviously this is a job to do in conjunction with a specialist marketing agency or graphics studio, who will be able to come up with a variety of different creative solutions for you to choose from.
But they can’t do all the work: you need to make sure that you have a clear idea of what type of products you want to sell and what you want to get across to the consumer. In a word, positioning:
Online communication is becoming increasingly important, through your website and social media. Your website will tell the story of your gelato parlour, while the graphics must reflect its identity and the main messages you want to get across. Social media is for keeping in contact with and chatting to your current and potential clients
Once you have gone over the positioning, all you need to do is think of the interior design and the fixtures and furnishings for your point of sale, which must match your business ideas and positioning. Again it’s probably worthwhile having this done with the help of specialists, who will come up with a proposal which will be in line with your communication.
A last piece of advice: before taking any decision, spend some time on the web looking at how your competitors and other gelato parlours in the area are communicating.
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