Thoughts of mango-glazed coconut doughnuts roused me this morning.
En route to the farmer’s market (family in tow), I chanced a detour to Mojo Monkey Donuts on West 7th in St. Paul.
Our beignets were delicious.
The line was amazing.
The wait…long.
The selection…nil by 10 am.
Why?
Great press? See the Star Tribune (and their free Vita.MN from November 3rd and the St. Paul Pioneer Press from October 12th
Traditional Word of Mouth? You know…your coworkers, neighbors, or friends asking “Hey! Have you tried one of these doughnuts yet?”
New Media?
The Heavy Table (an online magazine that’s passionate about food) referenced the Strib article on November 3rd.
Yelp.com has 23 reviews, but Mojo hasn’t yet replied…which they should since there are a lot of negative comments about slow and unfriendly service and lack of doughnut labels.
308 people (including me) like them on Facebook. Yesterday they posted that they sold a record 2000 doughnuts and were making more for today.
People (of course) were a-Twitter about the bacon bar.
Again, I ask “Why?”
I have to say it was the combination of all of the above — that integrated marketing approach you could say. However, the only reason that yesterday (and I’m sure today, as well) they sold a record number of doughnuts, had to be the Star Tribune‘s feature in their Taste section. My informal survey in line supports that opinion.
See newspapers aren’t entirely dead, yet. No other media more effectively lets the reader (consumer) simply stumble upon interesting news. When you go online for news or sign up for a newsletter, such as the Heavy Table’s; you seek information. You don’t just discover cool stuff.
Sara Kerr 