The Tasti D-Lite Way


Published on

Tasti D-lite has put itself on the map through its innovative merging of loyalty programs and social media. The Tasti-D-lite Way, the brand’s Chairman/CEO and VP of Technology reveal key lessons any company can use to build meaningful customer experiences and unprecedented loyalty through fresh approaches to social media marketing.

Using social media to engage customers is only part of the story. Here, readers will learn how to re-engineer businesses to compete and win in the age of social media marketing, and break through from being a brand that’s social friendly to one that forms meaningful, one-to-one relationships with their customers.

Published in: Business, Technology
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

The Tasti D-Lite Way

  1. Learn more at
  2. Questions Answered in The Tasti D-Lite Way:? What does it really take for businesses to be relevant on today’s web? How has social media changed the? relationship between brand and consumer? How do you recognize and reward? customers for their digital activity? What is the role of social technologies ? and social media marketing in brand building? As companies become more human, ? what will it take to maintain a competitive edge?
  3. The Tasti D-Lite Way chronicles the digital journey of an amazing brand as it jumpsheadlong into the realm of social media at a critical point in the history of thecompany. This book demonstrates the power that these new mediums can havewhen passionate customers are engaged through the creative use of socialtechnologies.Not just another book on social media, co-authors Jim Amos and BJ Emerson shareinsights on culture, technology and the heart of the matter when it comes tocustomer engagement on the Web.The business cases and real life stories within these pages will challenge the modelsand mindsets of old and inspire new ways of doing business in this digital age oftransparency and the humanization of brands.
  4. The Most Powerful Word on the Internet“Beyond having big ears, do first responders have the edge? The race can be aliteral pursuit of opportunity when it comes to catching consumers in the midst of apurchase decision.” From Chapter 2: The Race for Transparency
  5. Generating BuzzTweetUp: An organized or impromptu gathering ofpeople that use Twitter. (A meet up of people thattweet using Twitter.)“Hosting an offline meeting for those that are active online can be a great introduction to local groupsor organizations. During the event the conversation will no doubt spread within the social networks.Area social media clubs often look for venues to hold meetings and make presentations, usuallyinvolving technology and social media. Sponsoring an event for these leaders and influencers isanother way to effectively connect with members and establish credibility online as well as off. There’sno brick-and-mortar presence required to contribute to these kinds of events, and they can dowonders for an online presence for just about any business.” From Chapter 4: Character in 140 Characters
  6. Don’t Be BoringRickRolling: This Internet meme is a baitand switch; a person providesa hyperlink seemingly relevant to thetopic at hand, but actually leads to theRick Astley video “Never Gonna Give YouUp.” “Regardless of industry, businesses are standing out by providing engaging content and capturing the eyeballs and mouse clicks of valuable customers.” From Chapter 5: Don’t be Boring (and Other Thoughts on Relevance)
  7. The Location Business“The ‘where’ dimension has come of age.Reaching consumers based on their proximity toa business has become a reality and many localmerchants are already reaping great benefits.”5 Ways to Go Beyond the Check-in:1. Get passionate about listening. With the wealth of information now available online, getting visibility with the conversations happening around a business is critical.2. Play the game. You need to download, sign up, claim your business, and get involved.3. Make it part of the DNA of your brand. Impart this within your organization by pushing those insights and engaging with associates, suppliers, and customers online.4. Bridge the gap. Why not bring the information into the physical location with a digital display?5. Don’t make customer engagement a checklist. Be prepared for spontaneous and human interaction around these technologies.From Chapter 9: The Location Business Attorney!
  8. Name That Mascot Contest Name Customer Rationale D-Lish Because Tasti D-Lite treats are DELICIOUS!!!!! Stanley Swirl Tasti D-Lite is a sweet swirl in a cup! And he looks like a Stanley : ) D Mixmaster D for D-Lite and Mixmaster for all the different flavors Tasti D offers. Vinny Vanilla He’s vanilla! Plus this way you can have other characters like Charles Chocolate. Sprinkles Sprinkles is not only a cute name, but it will also increase sales. People will want to buy more toppings when they think of the name. “The opportunities for getting customers actively involved in brand building and product development exercises are greater than ever…” From Chapter 10: Meet Your Cocreators
  9. The Social Friendly EnterpriseSocial media is rapidly moving from adoption to full integration for both consumers aswell as businesses. Here, we’ll outline five fundamentals or attributes of the social-friendly enterprise of the future:1. The ability to listen effectively – Understanding the opportunities online begins with education and you can’t learn anything with your mouth open.2. The ability to engage creatively – Capturing the heart of consumers means meeting them where they are. Sometimes you can’t wait for them to come to you so get creative.3. The ability to execute locally – Accountability at the local level will continue to be something that businesses deal with on multiple fronts. Be prepared to offer a consistent experience between your online presence and offline activities.4. The ability to embrace transparency – Social media gives consumers a glimpse into the culture and people behind those products and services they love. What does that picture look like for your organization?5. The ability to curate and tell your stories – Capturing and sharing the moments and experiences you are having with customers will touch others inside and outside your organization. Data and numbers will provide the rational justification; stories will provide the emotional connection. Don’t underestimate the power of either when it comes to influencing the various personalities occupying the C-suite. From Chapter 11: The Social Future
  10. About the Authors Chairman and CEO, James Amos, Jr., acquired Tasti D-Lite in 2007 with New York-based private equity firm Snow Phipps Group. Before Tasti D-Lite, Jim was the CEO of Mailboxes, Etc., the world’s largest nonfood franchise, which is now the UPS Store. He grew MBE from 2,500 to 4,000 locations in 80 countries. Jim was chairman of the IFA in 2001 and gained experience in the frozen dessert category through building a 2,500-store network for “I Can’t Believe It’s Yogurt!”A former Marine Corps captain and veteran of two combat tours in Vietnam, Jim received 12decorations, including the Purple Heart and Vietnamese Cross of Gallantry. A graduate of the Universityof Missouri, he is the author of several books including the bestsellers The Memorial, Focus or Failure:America at the Crossroads, and The Complete Idiot’s Guide to Franchising. In 2012, Jim’s leadership inthe franchising industry was recognized with his induction into the International Franchise AssociationHall of Fame.BJ Emerson is VP of Technology at Tasti D-Lite and Planet Smoothie.Considered a social loyalty pioneer in the industry, in 2010 he led the deploymentof the first ever loyalty platform to feature an integration with Facebook, Twitterand Foursquare which has been recognized with a variety of industry awards. Hisprojects were featured as case studies in 7 different books published in 2011 andprovided the foreword to Location Based Marketing for Dummies. BJ speaksthroughout the United States as well as internationally on a regular basis on thetopics of social media, technology and customer loyalty.His passion for being an ambassador and empowering others with technology can be seen through theinnovative solutions and campaigns he manages.
  11. More Praise for The Tasti D-Lite Way“If you want to build a useable Social Media strategy in your company this book is foryou. It starts with a great brand, a savvy businessman who has built businesses beforeand an Information Technology guru who are able to translate customer experiencesinto a strategy in a step by step approach. Read and enjoy the stories.”- Ken Walker, Chairman and CEO,Driven Brands, Inc.“Jim and BJ have outlined what every growing business craves----creative ways toreach consumers and form an emotional connection at a reasonable cost.”- Bill Fry, Chairman and former CEO,Oreck Corporation“Jim is one of world’s best leaders at building brands and being at the forefront oftrends…and The Tasti D-Lite Way is an example of how to turn the advent of SocialMedia into understandable, actionable strategies. Digest its rich content and you willfind loyal customers lining up!”- Jon Luther, Chairman of Dunkin Brands (Dunkin’ Donuts, Baskin-Robbins) andChairman of Arbys Inc.
  12. On sale now:For bulk orders, consider: Learn more at