Kakao Chocolate is a two-shop chocolate mecca near St. Louis, Missouri. They sell hand-made chocolate concoctions, special treats, cater for special events, and serve hot or cold specialty coffees. Their website and Facebook pages are both interactive, with options for customers to place orders through the website or in person.
My first impression of Kakao Chocolate is that they are a tiny mom-and-pop shop that sells less-than-premium chocolate. The prices listed on the page seem much less than those typically listed for premium chocolates, and they have only two locations, which leads me to believe that they are not yet large enough to create the best chocolate treats on the market. At first glance, their website is enticing, with its chocolate imagery and appealing orange color, which draws the eye toward the product, but, despite its aesthetic appeal, it does not present the company as creators of high-end, premium concoctions.
The feel of the website is warm and inviting, friendly in a neighborly way. It states their hours of operation over the holiday season in language reminiscent of talking to a neighbor over a fence. The invitation on the landing page to sample product communicates a warm feeling of family, not a stiff feeling of elitism. For example, their Valentine’s Day post on their Facebook page is worded as follows:
“Planning ahead for your Valentine's Day gifts? Pre-order your box of confections with Kakao by February 8 for a pick-up on February 10, just in time for the holiday weekend! Boxes are available in a variety of sizes, and you're welcome to customize the contents.” (Facebook January 18).
This is a relaxed language, inviting people to “just stop by”, rather than encouraging people to research the products on their webpage before coming into the shop. Higher-end, more prestigious shops tend to make customers feel that product research is necessary before entering the shop; this shop is inviting us all to come in right away.
The Kakao Chocolate webpage and Facebook page presents a friendly feeling of warmth. The colors on the website are orange and brown, creating a warm sensation. Pictures of the product are prevalent on both the website and Facebook page, creating desire in the browsing customer. Invitations to try samples are on both pages as well, pulling in curious customers as well as serious buyers. The company makes me want to go to their shop, simply because their Internet presence is inviting.
Effective Tactics:
Pictures
This tactic seems obvious, but it’s one of the more effective methods of advertising on the Facebook page. There are some business pages that present less-than-professional images, offsetting the actual professionalism of the company. Kakao doesn’t do this. For example, their January 18 post advertising the new Ginger Latte, features an image of both hot and cold versions. The accompanying image creates a thirst, that leads to a stop into the shop to check out this enticing treat in person.
How-To Videos
The company creates every treat by hand, and they’ve shared their techniques with the customer. In a post dated January 10, the company directs fans to Instagram Live, where they are sharing a video highlighting their baking process. This type of transparency works for businesses, especially in the food industry, as this industry is often surrounded by conspiracy. Customers are pulled into the back room and allowed to investigate the inner workings of the shop, which increases trust between shop and customer. When a customer knows that the shop isn’t afraid to “bare it all”, he or she is much more likely to visit.
References
Kakao Chocolates, 2014, ‘Kakao Chocolate’, [Online], retrieved January 18, 2017 from http://www.kakaochocolate.com/
Facebook, 2016 Kakao Chocolates, [Online], retrieved January 18, 2017 from https://www.facebook.com/kakaostl
