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The Marketing Strategies Behind Crumbl Cookies
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BUSI 520: Strategic Marketing Management
Dr. Lorna DeShay
February 21, 2025
Q1: Elements of the Firm’s Promotional Mix
Crumbl Cookies utilizes an integrated promotional mix to engage customers and drive
sales. The key elements include advertising, sales promotion, public relations, personal selling,
and direct marketing. Advertising plays a significant role through social media platforms like
TikTok, Instagram, and Facebook, where the brand shares visually appealing content showcasing
its rotating menu of cookies (Marshall & Johnston, 2020). Sales promotions include limited-time
offers, seasonal discounts, and a customer loyalty program that encourages repeat purchases
(Kotler & Keller, 2022). Some public relations efforts include community engagement, brand
partnerships, and positive press coverage that highlight Crumbl’s rapid growth and commitment
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to quality. Personal selling occurs within Crumbl’s physical stores, where employees engage with
customers, provide recommendations, and enhance the purchasing experience. Lastly, direct
marketing happens through the Crumbl mobile app and email marketing campaigns, which
notify customers of new flavors, promotions, and personalized offers (Solomon, 2021).
Q2: Push or Pull Promotional Strategy
Crumbl Cookies primarily does a pull promotional strategy while incorporating some
push elements. The pull strategy is evident in its strong social media presence and digital
marketing efforts, which generate consumer demand by creating excitement around new flavors
and limitedtime offers. The company’s viral marketing approach on platforms like TikTok and
Instagram creates organic engagement, encouraging customers to visit stores or order online
(Ferrell, 2022). Additionally, Crumbl’s loyalty program and app notifications further enhance
customer retention and repeat purchases.
However, Crumbl also has some elements of a push strategy through its franchising
model, ensuring that each store actively promotes new products and engages with local
communities. Instore promotions, suggestive selling by employees, and digital advertising
campaigns targeted at specific geographic regions help drive sales and encourage impulse
purchases (Vigor Branding, 2024).
Q3. Use of Digital, Mobile, or Social Media Marketing
Crumbl Cookies has mastered digital, mobile, and social media marketing to build brand
awareness and drive customer engagement. The brand uses a highly visual marketing approach,
posting high-quality images and videos of its cookies on social media platforms. TikTok, in
particular, has been a game-changer for Crumbl, with viral videos showcasing cookie reviews,
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taste tests, and behind-the-scenes baking processes (Solomon, 2021). This user-generated
content (UGC) amplifies Crumbl’s reach and creates community engagement.
Additionally, the Crumbl mobile app serves as a great space for customer interaction,
allowing users to place orders, track deliveries, and participate in the brand’s loyalty program.
Push notifications alert customers about new flavors, promotions, and special events, keeping
them engaged with the brand. Crumbl’s digital marketing strategy also includes search engine
advertising and geotargeted promotions, ensuring that local consumers are aware of nearby
store openings and special deals through sponsored posts and stories (Marshall & Johnston,
2020).
Q4. Advertising Execution Approach
Crumbl’s advertising execution relies on a mix of emotional appeal and product-focused
marketing. The brand emphasizes the delicious and high-quality nature of its cookies, using
visually appealing imagery and videos to evoke cravings (Kotler & Keller, 2022). Social
connections play a significant role in its advertising execution, with customer testimonials,
influencer partnerships, and UGC content reinforcing the brand’s appeal.
Crumbl also employs a storytelling approach, sharing the brand’s journey from a small
startup to being known nationwide. This strategy creates a sense of connection with consumers,
making them feel like part of the Crumbl community. Additionally, the brand’s advertising is
tailored for digital platforms, using short videos, interactive polls, and targeted ads to engage
different audience segments effectively (Solomon, 2021).
Q5. Use of Sales Promotion, Public Relations, Live Events, Publicity, and Personal Selling
Crumbl uses many different promotional tools to strengthen its market position. Sales
promotions, such as discounts on bulk orders, free cookies for birthdays, and seasonal offers,
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encourage both new and repeat customers. The company also runs frequent social media
giveaways and contests, increasing brand engagement and attracting new followers (Marshall &
Johnston, 2020).
Public relations efforts focus on community involvement and positive press coverage.
Crumbl frequently donates to local charities and participates in fundraising events, reinforcing
its commitment to social responsibility. The brand also benefits from organic publicity through
media outlets that highlight its rapid growth and innovative business model (Ferrell, 2022).
References
Marshall, G. W., & Johnston, M. W. (2020). Marketing management (4th ed.). McGraw-Hill
Education.
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.
Solomon, M. R. (2021). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
Ferrell, Linda. McGraw Hill. (2022). Inside the Crumbl Cookies Craze. Retrieved from
https://www.mheducation.com/highered/blog/2024/06/inside-the-crumbl-cookies-
crazenovember-2022.html
Vigor Branding. (2024). Business Model Spotlight: Crumbl. Retrieved from
https://vigorbranding.com/business-model-spotlight-crumbl/
