When walk-in traffic was slow at Edible Arrangements® in Providence, Rhode Island, store manager Lindsay Richmond and her team decided it was time to hit the streets and bring delicious Edible Arrangements® fruit to the people. Richmond assembled a street team of Fruit Experts® armed with 100 chocolate dipped Fresh Fruit Edible Pops™ to visit local businesses, parks and sidewalks to promote the store and its products. “Everyone knows about Edible Arrangements, but they probably haven’t tried it,” says Richmond. With that one simple initiative, a major marketing movement was born.
Four years later, the Rhode Island street team remains dedicated to getting out of the store and handing out pineapple Edible Pops™ once a week, rain or shine. Richmond says, “People have started to know us and we’ve created more brand awareness in the community.” In addition to spreading the word, the store has seen a substantial increase in sales resulting from walk-in traffic, particularly during holiday time periods. Their creative approach to local store marketing has made a mark in their community and set a standard for the entire Edible Arrangements® franchise system. “I love the fact that I made 5 minutes of someone’s day better,” says Richmond.
Thinking of starting up a street team in your community? Here are 3 quick tips from Lindsay Richmond for a successful street team campaign:
- The movement starts from those in charge. Lead by example and get out there with your team members to meet people and share some fruit!
- Make it fun. Show the public how enthusiastic you are about the product by being personable and high energy. Personalized street team t-shirts are always a nice touch, and fruit suits are even better!
- Timing is everything. Pick a time of day when you know people will be out and about. The team in Providence has had particularly good luck mid-week and during holiday time periods.
You never know when an Edible Arrangements® street team will pop up in your town! In the meantime, stop by any of our 1,200+ store locations for a free sample any day!