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A business in the US is stoking emotions among internet users with a simple strategy.
Work scheme of La La Land Kind Café has led the brand to become known throughout the world.
Focusing on getting the customer’s attention is no longer the only goal when putting together a marketing strategy; now, brands are looking for human differentiators that have a direct impact on the communication channels of the new generations: social networks. There are many examples of this, such as a coffee shop in Dallas that went viral for sharing a business tip on TikTok that earned him more followers than some iconic companies have.
And it is that, as Mike Michalowicz would describe in his book “Be different, marketing that cannot be ignored”, the lack of creative, good, effective and different ideas leads small businesses to stunted growth that, over time, , could put an end to the enterprise.
Entering into a situation and speaking the language of the consumer, through its own channels of diffusion, makes attention be retained and act in favor of a brand; Therefore, it is not surprising that TikTok currently has more than a billion active users per month (19.7 million in Mexico) who spend around 17.2 hours watching videos in the app, according to a study carried out by Digital report in 2021.
Comparing these data, for many experts the key is not only the investment in Social Media, but also the practice and time dedicated to real engagement strategies with the user, it is “apply the marketing that works for everyone else and that’s the surefire way to make the marketing not work for you. You must overcome the fear of being judged, get out of the box and be different”as explained by the author Michalowicz, who developed the DAD method, which encompasses the actions: Differentiate, Attract and Direct.
However, despite the fact that the Chinese social network has a robust advertising platform, some small or medium-sized brands have managed to shine without investing thanks to the magic of viralization and creative content that makes users compare their customer service, product and, even, dynamism in marketing with that of the most iconic companies in the world.
La La Land Kind Cafe It is already one of the best-known coffee shops in Dallas and in the world, thanks to its business scheme that, after going viral on social networks, has left a great lesson for the industry. This, since Kindness is considered the centerpiece of all its business policy.
@lalalandkindcafe He got into the young trend and started posting various content on his TikTok account under the tag “Drive-by Kindness”.
“We just got in a car thinking it would be fun to congratulate people. We didn’t think millions and millions of people would see it as crazy.” says Francois Reihani, CEO and founder of La La Land Kind Café about his social media positioning philosophy and strategy.
In this account, you can see the employees walk the streets and seek to brighten the day of passers-by with flattery; Likewise, within the establishment, they always congratulate each client who enters.
“We hope that when we open our store, people walk in and feel a sense of happiness and what kindness can do for their lives,” Reihani indicated in his first publications, in 2021.
But this vision is not only in customer service, as the company has launched its internal mission, reinforcing its hiring system and bringing “mentors” to foster youth who are leaving the system due to age. They are given work in the cafeteria and generate a positive social impact.
@lalalandkindcafe we couldn’t stop smiling after meeting the last guy 🥺💛 / drive-by kindness ep.60 #drivebykindness #normalizekindness #spreadkindness #bekind #fyp ♬ original sound – La La Land Kind Cafe
However, although it seemed like a good advertising strategy implemented in a short “spot-type” video, the impact that this small proposal generated on social networks made the United States company achieve such a far-reaching phenomenon that today it already has many more followers on TikTok. than the strongest competitor in this sector: Starbucks.
The coffee giant has 1.7 million followers on the platform, while La La Land Kind Café already accumulates 5.4 million.
The fame of this cafeteria was achieved by promoting a initiative that consists of being kind always, at all times and with everyone around you, something that has not gone unnoticed by new consumers, millennials and centennials.
“I love how people’s faces change with a few simple words,” Tiara Quezada
“I love seeing how facial expressions evolve from suspicious to pleasantly surprised.” SuperPatWorld
“A lady at a red light once complimented me when I was feeling really down and I still think about it more than a year later. You are doing great things.” mads
“The old man, my heart. If someone did this, I would automatically think that he was making fun of me. I think that’s the Irish in me.” fionna.bermingham
“This is my FAVORITE thing to watch on TikTok! please post more!” user441199823607
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