Katie Dolan Dix, owner of Capannari Ice Cream, is known as a trendsetter among Mount Prospect businesses. She discusses her company’s recent website revamp, eCommerce and Facebook page with Mount Prospect Chamber intern Kristin Ellertson. 

1. Why did Capannari Ice Cream launch its website within six months of opening in 2001?

We went live with a practical and usable website for a presence on the web. We revamped the entire site in April 2008 to build a brand identity because seven years adds a lot to technology.

2. You launched your corporate catering division at the same time. How did this attract customers?

We used the website as the launching pad to redesign our brand and identity. It was a major transformation in who we were and solidified our new look. People turn to the website for information on what we are doing and new flavors. We wanted to create a brand identity from our high-quality products and hit it on the mark. The site has sold job queries about who we are and what we can do. 

3. How has the website expanded your business?

The website is the No. 1 way people find us for corporate catering. Eighty percent of our business is driven from our website. If it’s a corporation, we go to high-rise buildings in the city for ice cream socials and service an average of 2,000 people. At the retail level, it has served as an information source for retailers. Overall we have seen an increase in the sales at both retail and corporate levels. 

4. Capannari will release web eCommerce for customers by July 7. What will this online store add to the site?

It means to sell cards and pint packages online. We’re going to link to Youtube and have discounts online. 

5. You launched a Facebook page two months ago. How has this helped you reach your target audience?

This allows us to capture an audience we were unable to capture before – age group 16-24, which is our market. We were able to get 1,000 fans signed up, and now I’m able to market via Facebook. We have seen a 10 percent increase in attendance at concerts in park and movie nights by sending Facebook invitations. 

6. How did the Chamber of Commerce develop your new technology?

I started through the Chamber using Constant Contact. For Facebook, my suggestion is to hire a 20-something to create a presence for you on Facebook, LinkedIn and Twitter. If it means they have to maintain them, pay them a small monthly consulting fee to keep you up-to-date. Whether you understand the concept or not, you have to understand the importance of it. I hired a 25-year-old to maintain it for me on a monthly basis.  

7. What role does Constant Contact have in your business?

We communicate to about 2,000 patrons that sign up for e-mail updates at the shop and send e-coupons on the corporate side. We remind of them of movie nights and any awards that we have may won. We also link to our corporate sponsors, which drives a lot of traffic through and increases sponsorships.  

8. Why must businesses embrace current technology to market their products?

The old way of using press releases to reach customers is done. Businesses must get creative and think of new ways to communicate in faster and more creative ways. It’s not hard, but it’s definitely a different way than most of us are used to.  

I read a great blog today that talked about how a lot of people want to think that the old way still has its purpose and reason, but I don’t think it does. You have to embrace the new way. It’s here, and not going back to the other way. Learn it, or hire someone to do it. 

9. Any advice for businesses to get started?

Contact your Chamber on the latest ways to take advantage of these social networking opportunities between Constant Contact, LinkedIn and eCommerce.