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📢🚗 “路边善意驱动”：一家咖啡馆如何以温暖传递爱的力量 ❤️☕️

文 | 泛德森 | 华评主编


Hazel Villareal坐在汽车里，通过扩音器对在达拉斯街头的路人说：“你很美”。这令人惊讶的一幕是“La La Land Kind Cafe”的“Drive-By Kindness”系列的开始，这一系列在TikTok上赢得了超过660万的关注者。尽管随机地赞美陌生人可能看起来有点怪异，但接受者的反应无法否认它的力量。La La Land，一家于2019年在达拉斯开业的咖啡馆，旨在雇佣那些出了寄养体系的年轻人。创始人Francois Reihani强调了友善的重要性，而“Drive-By Kindness”项目就是为了在疫情时期继续传播这一信息。这些视频不仅获得了赞助商的收入，而且也显示了La La Land的核心价值观——传递真正的善意和关心。



 

从商业角度审视这则消息，我们可以看到几个关键点和潜在的商业策略：

  1. 品牌价值与使命感：La La Land Kind Cafe不仅仅是一家咖啡店，它内建有一个“善良的使命”。在今天的商业环境中，企业的社会责任和品牌价值观越来越受到消费者的重视。消费者倾向于支持那些具有积极社会影响的企业。

  2. 社交媒体策略：通过在TikTok上发布“Drive-By Kindness”系列，La La Land成功吸引了大量关注，从而为自己创造了一个强大的品牌影响力。这也表明，与其花费大量的资金进行传统广告，不如创造有意义且能够与观众产生共鸣的内容。

  3. 员工福利与关怀：雇佣已经从寄养体系中长大的年轻人是La La Land的一大特色，这也强调了他们对社区和弱势群体的承诺和关心。这种做法可能会增加员工的归属感和忠诚度，并降低员工流失率。

  4. 客户体验：每位到店的客户都能得到一个专属的称赞和“我爱你”，这为客户创造了一个独特且温馨的体验。这种正面的互动可以增加客户的重复购买率和口碑传播。

  5. 多元化的收入来源：除了咖啡销售外，通过与赞助商合作发布的“Drive-By Kindness”视频也为La La Land带来了收入。

  6. 社会影响：在全球性的议题和紧张的政治环境中，像La La Land这样的企业提醒人们关于人性的美好和简单的善良，可能会对消费者产生深远的影响。

总的来说，La La Land Kind Cafe成功地整合了他们的社会使命、员工关怀、客户体验和社交媒体策略，创造了一个有力的、与众不同的品牌形象。这种深入人心的品牌战略对于任何希望在当今竞争激烈的市场中脱颖而出的企业都是值得学习的。


 

订阅 CBR Newsletter (华人商业评论新闻简报), 早上7点收到简报，开启一天的商业思维！

华人商业评论：培养商业思维，打造赚钱体质；做有水平的事，聚有想法的人！



 
 

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