 COMMENTARY
WHAT MAKES A MARKET ?
The Answer Will Surprise You
It’s funny how things work out. A request for an ice lounge on a Greek island would probably have you scratching your head – the cost, the logistics etc. Why would anyone think that the concept would or even could work ?
Las Vegas – certainly; New York – yes; Toronto – may be; but an island of around 60,000 inhabitants !
Dubai, Thailand, South Africa and other exotic locales will no doubt pull in tourists and curious visitors in droves, but an island of 60,000 ?
How wrong can you be ? Rhodes is a popular destination for Europeans, and especially the British – Greece to the Brits is akin to Cuba for Canadians.
But Rhodes also has a lot to offer – the Acropolis for one thing, the scenery for another and of course, there’s the weather. Cloudless skies, sun with temperatures in the 90’s, towns with narrow streets and littered with outdoor cafes and bars – everything for fun-loving tourists.  |
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GENERAL INTEREST
LOUNGE ADDS NEW DIMENSION
TO PLANT TOUR PROGRAM
Plant tours have developed into a new revenue stream for Iceculture in Hensall, Ontario, Canada.
Visitors see how crystal clear ice blocks are produced and then follow the harvesting process, trimming and boxing the blocks. They also learn how designs are created and fed through to the freezer studio and are hand carved or cut precisely on CNC routers.
A live carving demonstration followed by a 40 minute power point presentation showing some of the projects the company has produced around the world completes the tour.
The tours are becoming popular, especially with social clubs, business groups and with tour bus operators offering ‘mystery tours’.
Iceculture has been heavily involved designing and building ice lounges so the company has built a small ice lounge at the plant and this has added a new dimension to the tour package.
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BUSINESS
STAGES OF BUYING DECISIONS
AND HOW TO MAKE THE SALE
Have you ever used all your best sales techniques with a prospect, convinced they were going to bite - only to have them walk away without purchasing anything ?
It may have had nothing to do with your pitch, your process, your product knowledge, or your strategy. But it may have been your timing.
If you communicate the wrong message at the wrong time, you could risk losing the sale. As you begin to engage your prospect in the sales process, it is important to understand some of the stages customers go through when making decisions and to tailor your communication to support their focus during each of these stages.
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GENERAL INTEREST
CAMERA CLUB VISIT IS
A WIN-WIN SITUATION
We have mentioned ideas for developing new revenue streams in light of the downturn in business since the recession and one has sparked an interesting spin-off well worth passing on.
Iceculture has started tours of its facility and has created a 90 minute tour package which is becoming more and more popular. Visitors see how crystal clear ice blocks are manufactured and harvested and then follow a block through the freezer studio where it is transformed into an ice sculpture.
They watch CNC routers and lathes in action and a sculptor working on a block of ice and get a first hand view of how he uses a chain saw, chisels and various power tools and accessories.
They then tour a small ice lounge the company installed to give visitors the full ‘ice experience’ and wrap up with a slide presentation showing projects the company has completed in North America and overseas – and learn about the challenges that have to be faced.
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PRODUCT
FIRE N' ICE THEMES ARE
HOT IN EUROPE
Fire and ice themes are commonplace today – individual sculptures, table centerpieces, live carving demonstrations and so on. Clever use of lighting, color acetates and so on help deliver the fire and ice message loud and clear with amazing visual effects.
The idea of using pyrotechnics at special events is certainly not new, they have been around for years, but modern technology has brought them back into style, especially in Europe.
In Germany, Horst Berekoven, Eisfiguren Design, Zuelpich-Uelpenich has teamed up with pyro-expert Eddie Egal of Berlin and together they are presenting live shows and working special events around the country with a great deal of success.
This is taking pyrotechnics to the extreme and the results are creating a lot of interest. Says Horst, ‘ We were the first to use pyrotechnics and ice and now several carvers are using the concept. It has become very popular.’
Pyrotechnics don’t mesh with last minute orders too well and there is a lot of work to be done to pull off a successful event and at least three to four weeks lead time is required.
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