Now you aren’t buying a cookie you’re buying a feeling. So with goodwill being the primary driver of purchase, why not rename boring cookies with clever names to reinforce that branding? Now instead of getting a cookie you get a “Thanks-a-Lot” or a cookie that references the fun you are enabling with “Do-si-dos” or “Tagalongs”. The Boston Globe reported that price “is hardly ever a factor, until buyers find out that the same box of cookies is selling for less in the next town over”. Price and actual product coming secondary. The Girl Scouts of America have long realized that a primary driver of purchase is the fact that you feel good after making a purchase. When that happens be prepared for an angry backlash. There are few issues until the occasion that the brands flip. What I call Peanut Butter Patties and Peanut Butter Sandwiches, others refer to as Do-si-dos and Tagalongs. Personally I’m partial to those cookies from the peanut butter family, but what you call them depends on where you are. This week the cookies arrived and the debate began over which was the best. There are few people in the world (or at least in our office) that don’t get excited when the time to order Girl Scout cookies rolls around. They used to have great stories on the donation sheet and the boxes that explained how the money raised worked to benefit specific programs. To the ultimate buyers explain how donations help the Girl Scouts they are supporting. To the sellers explain how the name change will help improve sales and tie people to the organization. In order to avoid that, put together some educational materials that explain the name change, both to the people selling and to the people buying.
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