“Happy Easter” to everyone!
I always like to highlight marketing successes when I can.
I know a lot of my observations and comments on this blog are about marketing blunders…
…and that’s because we can often learn more from mistakes than when things go right.
But it’s great to applaud successes too.
On Thursday, the late afternoon before the start of the holiday weekend here in Sydney, I had to go into the city for an appointment…
Afterwards, as it was late night shopping, I decided to drop by the Haigh’s Chocolates shop to indulge in a few Easter goodies.
I’ve mentioned Haigh’s before. Fantastic little Australian company who, in my humble opinion, make some of the best chocolates in the world.
Anyway, when I got to the shop around 7pm imagine my surprise (and horror!) when I discovered there was a queue (that’s “line” for North American readers) outside the shop waiting to get in!
Inside, the place was packed, so they were only letting people in when it was sensible to do so.
Now, the Sydney shop is not huge, but it’s not some “hole in the wall” either.
And I know that sales of chocolate and confectionery at Easter are big everywhere.
But even so, to have people queuing up at 7pm on the eve of a holiday demonstrates that Haigh’s are doing something right.
Here’s what I think they are getting right…
1. They’ve got a great product. No question and they don’t compromise on quality. However, of course, that’s not enough on its own
2. They’ve positioned themselves as a premium product. They charge accordingly but not unreasonably.
3. The shops back up the premium image. They are tasteful, with a slightly retro feel, without being brash. The staff all wear smart uniforms (black pants, white top, give the impression of staff at an expensive restaurant or 5 star hotel) and are unfailingly polite. It’s a pleasure to shop there and they always offer customers a free chocolate or “taste” as they describe it.
4. They’ve made their product part of a special occasion. “It’s An Easter Tradition” goes their tagline. And, importantly, they back that up with a special line of Easter products. They go WAY beyond simply having Easter Eggs (believe me, I’ve spent a lot of money on Haigh’s chocolates for family this Easter!)
5. Following on from point #4, they’ve taken advantage of an occasion or event to give customers a reason to buy.
Each month I post on the upcoming occasions and events that can provide a reason for you to hold a marketing campaign or promotion. If you think carefully about your business, you’ll find there are many opportunities for you…
…and the Haigh’s example might give you some ideas.
Happy Easter once again!