Tom’s Confectionery Warehouse is a 2,000 square meter ‘lolly shop’— the largest of its kind in Australia—stocking over 38,500 products from around the world. Expansive selection is clearly their differentiator, but with the tagline ‘making sweet memories since 1982’, Tom’s also relies heavily on experiential marketing to keep customers delighted and coming back.
So when the company’s CEO, Adiel Ben Karmona, was first introduced to the Ripple Maker at an industry trade show in Sydney, he instantly saw the marketing value.
“Everything has been done before,” says Adiel, “and I’m constantly looking for ways to think outside the box”. The Ripple Maker II Pro makes it easy for Adiel’s team to offer a fresh experience with colorful drink designs that excite adults and kids alike. “We just built an entirely new kids party area and our marketing plan relies heavily on Ripples.” Using the simple WebApp, customers can submit photos and messages directly on their mobile phones, or choose among a constantly updated selection of greetings and designs from the Ripples content feed. With so many ways to customize and personalize at scale—the novelty of Ripple Maker offers lasting value.”
Innovation makes social engagement easier
In addition to experiential impact, Tom’s uses the Ripple Maker to successfully spread word of mouth via social media. The reaction to receiving a drink with a Ripples’ design on top is nearly universal. People instantly pull out their phones, snap a photo, and share.
“Getting customers to react on social is hard, but with the Ripple Maker we don’t have to try and convince anyone. Our social media profile has reached record highs of engagement, in large part due to Ripples. There are even customers who order another round just to get a new drink print. It’s one of the most effective and cost-effective marketing tools we’ve ever used,” sums up the sweets giant.
