www.dilorenzocaffe.com
Introduction
The Di Lorenzo Caffé brand success story is based around quality product and superb customer service. The Cozzi family put their heart and soul into this venture with only the experience of knowing how a great coffee should taste and a work ethic that demanded customer satisfaction.
The Di Lorenzo Caffé brand has become a fast growing business reproducing the “true Italian flavour”. For the past 12 months the Cozzi family have been expanding into the wholesale market but are still careful to maintain their dedication to the loyal café culture, with Aldo stating “You choose who you want to sell to because you’re concerned about the quality of the product, the establishment and the relationship”.
The Challenge
Di Lorenzo Caffé engaged Zoogle Interactive to take the business to new heights with the launch of a new brand identity. The desire was to build a new look and feel of the website that would offer wider appeal to both domestic end users and retailers, with interactive tools of communication, online data management system, newsletters, coffee classes, one to one communication levels to develop customer feedback mechanisms and opportunities to survey the target audience in order to deliver a new brand experience.
The Process
Along with the website development, Zoogle has designed and planned a series of PR activities including targeting media channels and creating “exclusive” events and cross promotions to raise the awareness of the Di Lorenzo Caffé with the desired objective of:
• Increasing retailer base and volume of coffee sales
• Raising awareness of Di Lorenzo Caffé brand
• Raising perception of Di Lorenzo Caffé brand as “the” premium coffee brand
• Web design revamp with updated Look and Feel designed to provide ongoing communication to your existing and potential clients, while communicating to existing retailer database.
• Quality Communications Device i.e. Zmail for use of managing subscribers, customer updates, viral marketing and sending campaigns
• Facilitate communications with end users, retailers and retailer applicants
• Cost effective generation of leads, brand awareness and efficient conversion of leads on online channels .i.e. blogging
• Develop a one-to-one market communications channels and development of feedback mechanisms together with opportunities to survey the target audience.
Zoogle will continue to build a network of relationships with suitable companies to raise the brand awareness of Di Lorenzo Caffé within luxury and exclusive brands.
Continuing processes include:
• Brand positioning concept within retailers.
• POS materials
• Loyalty systems
• Backend technology implementation
• Ongoing communication strategy
• Brand Advocacy Building
The Result
Di Lorenzo Caffé now has a website that is consistent with their POS materials and branding and also provides them with ability to inform their customers how to appreciate the ‘true Italian caffé experience offering tips, classes and distribution details Australia wide.
Additionally, Di Lorenzo Caffé can now communicate regularly by means of a monthly newsletter to their members, which in turn builds up customer loyalty by offering members updates for their on-going coffee classes, discounts and promotions. Delivering a premium brand identity and service to the public.
