When Johnny founded his company back in 2001, he probably wouldn’t believe that ten years later ‘Johnny Cupcakes’ would be a multi-million dollar company.
One of the reasons for the Cupcakes success is creating a personal relationship with their customers. Whether that is in store events, store movie nights, or Johnny personally talking to his customers, all of this is in place to facilitate a personal connection with the brand.
It projects Cupcakes as a brand full of energy & trust, which is lost in more of the commercial retailers.
I’ve recently being emailing the brand’s sales representative Katie Bolger who is based out in Los Angeles, enquiring about some of the Cupcakes’ brand materials: badges, periodicals, stickers, gift boxes things that you can’t buy on their own, but come with an order from their site or shop.
Just as I expected the emails sent between us where relatively informal, asking how each others day was going in-between trying to organize a package for me to be shipped out to London.
Anyway this is what she sent me:
So most of the company’s publicity is based on viral branding such as video blogging, facebook updates, tweets etc.
But what money they do spend is on creating limited edition flyers for upcoming collections or press days, or these beautifully designed gift boxes that play up to the ‘Cupcake’ brand name.
It’s refreshing to see a commercial brand like this on a low budget striving for creative innovations not just to create new customer relationships, but also build on existing ones too.
Websites:
Johnny Cupcakes Blog
Johnny Cupcakes Shop
Johnny Cupcakes Story
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