Full disclosure: my daughter is a Girl Scout – and yes, you can contact me about getting cookies from her if you don’t have a Scout in your life. But, that’s not the (main) reason why I’m sharing this post. Don’t you wish people got as excited about your business as they do about the prospect of Girl Scout cookies?
Of course you do. So do I!
When I walk around the neighborhood with my daughter hawking her admittedly overpriced treats ($6 per box now!), people literally stop in their cars for the privilege of buying from her. We’ve had customers race back to their houses when they don’t have money. They’ve tracked us down multiple streets over from where they originally saw us. There’s even an entire cottage industry that makes “No Soliciting” signs which include an exception for Girl Scout Cookies.
Now, obviously there are lots of things tied up in why so many people are so obsessed with Girl Scout Cookies. For some, it evokes memories of when they (or their daughters) were Scouts. Others remember the first time they had a particular type of Girl Scout Cookie, often years or even decades ago. And, you can’t forget supporting the girls dressed up in their uniforms dragging wagons overflowing with sugary sweets? Just try to resist – I dare you!
Certain things about the power of Girl Scout Cookies are nearly impossible to replicate. That being said, there’s plenty of marketing intelligence behind the success of these treats – some of which you would do well to use in your business. Let’s take a look at a few of the top tactics you should think about utilizing.
Create Scarcity
Girl Scout Cookies are famously only available for a short period of time each year. Because of this, many people plan for cookie season. Quite a few even go so far as to “stock up” on the cookies to make them last as long as possible – so they won’t go without for quite as long before the next selling season rolls around.
Most businesses probably can’t follow this exact model. You need to make money year-round, and you probably want it to be relatively consistent so you’re not wondering how to pay for your expenses from one month to the next.
That being said, there are lots of ways to create scarcity that don’t involve you literally pulling your products or services off the metaphorical shelves for months at a time. Sales, discounts, and other promotions can help convince people that they need to buy now or miss out. If you are a service business with a limited number of slots available (i.e. a schedule customers must use to receive your services), promoting your availability – or lack thereof – can sometimes serve this purpose.
Make Them Feel Good About Their Purchase
Plenty of people love Girl Scout Cookies. Still, if you set up a blind taste test, I’m willing to bet that other cookie brands and types would beat them out at least some of the time. Plus, most of those cookies are significantly cheaper.
So, why are people not only willing, but eager to spend more on Girl Scout Cookies? One big reason is because they feel like they are supporting something important– something they believe in. They know that their money will directly fund Scout activities designed to empower girls and provide them with opportunities to grow and lead.
How can this apply to you? Some businesses tie themselves to specific causes, promising to dedicate a portion of their proceeds. But it doesn’t have to be this direct, for example, do you remember Google’s old, well-publicized motto “Don’t Be Evil”? Many early users pointed to this as one of their reasons for supporting the company, seeing it as a sign that they were a different, more evolved organization that had the best interests of the world in mind. What it boils down to is finding a way to put yourself out there in a manner that makes people feel good about using you instead of your competitors.
Having a Digital Strategy Doesn’t Mean Eschewing the Personal
Did you know that you can buy Girl Scout Cookies online? It’s not some generic site where you’re just supporting the organization in general, either. It’s possible for each girl to essentially have a dedicated site where those sales will go to her. You put your order through, the girl approves the order (so long as she has the right cookies in stock), and those cookies will be hand-delivered to you. It’s quick, it’s convenient, and it’s way easier for Scouts (and parents).
So, why do Girl Scouts still set up booths outside stores and lug their wagons through your neighborhood? Because face-to-face interactions help to create a personal connection that makes people more likely to buy.
Even though you probably aren’t an excited Girl Scout (I don’t know everything about you), this type of connection still matters. Quite simply, it’s harder to say no to an actual person whether it’s face-to-face or over the phone. We’re social creatures who have been biologically engineered to want to please each other.
So, keep your website, your newsletter, and your social channels. Offer ways for people to schedule and buy online as it makes sense for your business, but do it in combination with live-person interactions whenever possible.
Good marketing is about creating touchpoints, and often it requires quite a few before someone is willing to make a purchase. Use all of the tools in your toolbelt!
Want to talk more about the types of marketing strategies that are most likely to work for your business? I’m happy to talk – schedule a free consultation with me today!
(P.S. The last day to buy Girl Scout Cookies this year is February 23!)
