Marketing Lessons From A Girl Scout
It’s February. When you’re a Girl Scout leader, it’s also known as ‘Girl Scout Cookie Season’.
Girl Scout cookies account for nearly 800 million dollars in sales each cookie season, right around 200 million boxes.
Though she doesn’t realize it yet, my daughter is learning some important marketing lessons on how the largest girl-led business has come to be.
- Scarcity: Girl Scout cookies are a wonderful treat. But would they be quite as tasty if we could have them whenever we wanted? When used in the correct way, scarcity can be a very effective marketing tool – Black Friday sales, Amazon letting us know when something is nearly out of stock, limited release.
- Nostalgia: Girl Scout cookies are an iconic product with sentimental value. Some varieties of Girl Scout cookies have been around since the 1950s, so there are generations of people with fond memories. Nostalgia marketing is powerful.
- Relationship Marketing: My daughter has quickly learned that her grandparents, aunts and uncles, and close friends are some of her best customers. Build relationships with your customers and you’ll keep them coming back.
- Value: The cookies are delicious, period. Provide value in your product or service.
- Be Everywhere Strategy: Door-to-door sales, Facebook posts, emails, phone calls, grocery store booths – cookies are everywhere for the next six weeks. Put yourself in the path of prospective customers at every opportunity.
- Bundling: Cookies are $4/box or 5 boxes for $20. Do the math – there isn’t a savings but you wouldn’t believe how many customers pull out a twenty-dollar bill. Bundling can increase sales.
These are just a few of the business and marketing strategies we can learn from the Girl Scouts. I’d share more with you, but I’m off to go eat some Thin Mints.