It parks itself right outside the park and library conveniently timed for the timed for when kids and adults need a little break and recharge around 3pm. Who hasn’t felt that afternoon slump when the energy from lunch have been used up and it’s still a bit of time till dinner?
The ice cream truck plays its friendly and familiar jingle over its speakers and every childs head perks up. They look around to see where it’s coming from and seethe ice cream truck parked at the sidewalk. Every single time we are at the park and library (and trust me, we are there a lot), I brace myself for the inevitable question from my kiddo: "Can I have an ice cream today?"
Sometimes, its a firm “no.” But honestly? Sometimes, my son’s sweet face is too hard to resist. Is there anything more evocative of pure childhood joy than snagging a chocolate dip cone from the ice cream truck?
Every time I hear that familiar tune, I find myself thinking: Damn, the ice cream truck is a marketing genius.
Seriously, think about it. The ice cream truck goes exactly where their ideal customers are already gathered - kids + their adults. They know exactly what those customers want in the moment - sweet + tasty treat. And because they nail those two things, they sell a ton of ice cream.
The ice cream truck has honed in on exactly who their customer is, where they hang out and how to make sales.
As a somewhat aside to this, our elementary school hired the ice cream truck to come to our school picnic last year. It was a surprise to everyone, including me. When the ice cream truck drove up to the picnic with it’s music playing, the screams of delight were heard everywhere. We had unlimited ice cream truck treats for one hour and let me tell you, the kids + parents went wild.
As authors, there are powerful lessons we can learn from this humble, yet incredibly effective, marketing machine.
3 Marketing Lessons from the Ice Cream Truck:
Location, Location, Location: The ice cream truck doesn't wait for people to come to them; they go directly to where their target audience (aka kids) are already spending time.
Know Your Offering (and Their Craving): They understand precisely what their customers want (ice cream!) and offer exactly that, tapping into a specific desire or need in that moment.
Be Present When It Matters: They show up at the right time – when school is out, when the park is full – maximizing visibility to a ready audience.
Consistency Matters: If you can’t get ice cream that day, it’s ok. You know that they are always in the neighborhood because you can hear their jingle playing. Kids have learned over the years or maybe just over one summer what that sound is and they know when they hear those familiar notes, an ice cream truck is nearby.
3 Ways You Can Be More Like the Ice Cream Truck
Go Where Your Readers Are: Identify the specific online communities, social media platforms, forums, blogs, or real-world places where your ideal readers hang out. Don't just promote at them; be present with them. Engage in conversations, provide value, and become a known, friendly face in their space.
Understand Their 'Ice Cream': What is the core 'craving' your book satisfies? For non-fiction, is it a specific problem solved, a skill learned, or a transformation achieved? For fiction, is it a particular emotional experience, a type of escape, or a burning curiosity? Know this 'ice cream' intimately and talk about it in ways that resonate directly with their desires.
Show Up Consistently (and at the Right Time): Establish a consistent presence in both the places you know your audience hangs out and in spaces you’ve created yourself (your own newsletter, podcast, etc). This could be a regular newsletter, predictable social media posting, or consistent engagement in forums. Understand when your readers are most likely to be looking for content like yours and be there, ready to offer them exactly what they crave.
Inspired by the ice cream truck's success, what's one place you're going to meet your readers this week? Let me know in the comments.