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PRODUCT INNOVATION
revenue,” he says. “That is critical,
because a million ‘likes’ means
nothing without that. Yet it can also
be remarkably simple. Our customers
have the cone and then they share the
cone because we have made it a fun,
social experience. We have recently
introduced social printing to the store.
A photo kiosk has been installed and
customers are encouraged to take a
photo on their mobile phones, upload it
onto social media and then print it out
and take it home.
Levinrad has kept operational
expenses low and structured deals with
suppliers and manufacturers. The first
shipment of Coffee in a Cone was on its
way to Australia at the time of writing.
Always on the lookout for new ideas,
he is in discussion with the Colombian
trade representative in South Africa
to find ways of strengthening ties
between the two countries based on
the popularity of coffee products. The
weaker rand is working in his favour, as
is consumers’ ongoing obsession with
innovative food products.
As Levinrad says, #watchthispace.
? entertaining and compelling content, Strategic Marketing PHOTOS: SUPPLIED
One million images we gave customers a reason to help Magazine
with the hashtag are us spread the message.” @strategicmarketing-
on Instagram magazine
WHAT LIES AHEAD
on social media. The algorithm uses Levinrad’s story is that of a new Monique Verduyn
the data it collects to determine which generation of entrepreneurs who are writes extensively for
topics or hashtags will make the list. able to successfully unite technology the corporate, SME,
Trending topics appear in people’s and business ideas. In an effort to IT and entertainment
newsfeeds when they do a search,” ensure he stays ahead of the curve, sectors. As a
Levinrad explains. he reads and researches constantly, regular contributor
attending shows like Las Vegas’s to Entrepreneur,
“Creating the #coffeeinacone annual CES, a global consumer ThinkSales,
hashtag and making it amusing electronics and consumer Brainstorm, Accountancy SA and GIM
for people to share and talk about technology tradeshow. International magazines, she has
increased the chances of the hashtag interviewed many of South Africa’s most
trending, which it did. By having “That was where I learnt about how prominent business leaders and thinkers.
businesses can convert ‘likes’ into
28 strategicmarketing October 2016 – January 2017
