How do you make people care about your wares?
A case study
For a few years in a row, I attended a women’s retreat hosted by a church in Columbus, Ohio and what I witnessed there has taught me a lot about business.
Every year there was a different featured clothing item for sale that ranged in price from about $65 – $100. One year they sold a white blouse with the letters WOP (Women of Power) embroidered on the cuff of the sleeve. Another year they sold a black jogging suit with those same letters screenprinted in white. Another year, a jean jacket…
Anyway, the first year I attended, I was in awe of how excited everyone seemed to be about the item. The item wouldn’t be revealed until the following evening, but the moment we stepped off the bus, women were anxiously and impatiently waiting to find out which item would be featured this time around. At every other table you could hear people whispering, “Have you heard what this year’s item will be?”
It baffled me because I had never seen people drool over something that you could get anywhere – or so I thought.
The next day, I found out why.
Influence
The first lady of the church was the organizer of the retreat. The next evening she came out in the most unique jogging suit, I’d ever seen. She had cut slit into it, that would’ve seemed distructive, except that it was actually very stylish. She put her own creative spin on the item, one that fit her personality. Of course, the jogging suit didn’t come that way, but of course, wouldn’t you know it, later that evening there were several other people walking around with slits cut into their suits, too.
What she did by altering and modeling these items made them even more alluring because everyone wanted to be like her and put their personal touches on the item. She influenced them, by merely wearing her own product.
Successful Branding
Over the years, this church has created a powerful brand. Each item carried the Women of Power logo. Everyone wanted to be associated with it, WOP made them feel powerful and as if they belonged.
Rareness
These items were also so irresistible because the numbers were limited – once they were gone that’s it, there weren’t anymore. During the planning phases of the retreat, they tried to order enough for the attendees, but costs wouldn’t permit much more than that. That meant there were rarely enough of those items left over for those who did not attend this special event. That turned this item into a souvenier that would remind the buyers of a special time of retreat for years to come. This made each item even more valuable.
Connected to a greater cause
The women at these retreats also felt good about making a purchase because they knew that a portion of the proceeds were used to help others. This church often sponsored missions to Africa and other parts of the world while also feeding those who were hungry, locally. It wasn’t just about dragging in a huge profit, although they definitely made a profit.
So what could you learn from this brief case study and apply to your own business? What could you do to increase your level of influence? How could you create a brand that everybody wants a piece of? Are you willing to make it in limited quanities so that it’s rare and not something everyone can get their hands on? Are you willing to connect to a greater cause – donate a portion (at least 10%) of your profits to a church, charity or other non-profit organization?
Does this case study clarify anything for you that you’ve been overlooking? Let’s discuss this one further.
If you’ve missed my other posts, take a moment to view them >HERE<
Kiesha is the author of We Blog Better and Christian Blog: Highly Favored. She’s a technical Writer, former writing instructor, and blogging consultant for small business owners. If you’d like to know more, read her extended bio. Connect with her on Twitter, Google and subscribe to her feed for blogging tips & tricks.
Hey Kiesha, being connected to a greater cause is the most important aspect – the “other” branding (logo, limited items) is “just” the body of it.
You have an inspiring vision, which makes people relate to your cause, then you have set the most important goal already.
.-= Mars Dorian´s last blog ..A Weird Marketing Method that works =-.
Keisha, this is an excellent case study.
I guess this is taking ‘raving fans’ concept to the extreme.
time to get thinking!
Thanks for the inspiration.
.-= Matthew Big Red Tomato Company´s last blog ..Lessons from Lady Gaga and Luke Skywalker =-.
I’m still working my way through the Leo Babauta bootcamp, which has given me a lot to think about in terms of the greater good and how I want to conduct myself. He takes a different view with his “uncopyright” practice, encouraging people to take report/ebook-length work and spread it around. People essentially advertise for him for free by reprinting and sharing his work, and because he doesn’t try to get opt-ins on Zen Habits, he’s looked at as an “author” and not an “internet marketer,” when he does have something to sell. It’s got me thinking . . .
.-= Jean Sarauer´s last blog ..How to Live With Your Inner Critic =-.
Jean how long is Leo’s bootcamp?
.-= theinfopreneur´s last blog ..Which Side Of The Tracks Are You On? =-.
They run for five days. The next one is in August and will be mainly about setting up/running membership sites. I joined their club (20/mo. last time doors opened) and all past and future bootcamps/club materials are included at no extra charge. Otherwise I think the bootcamps are $400+. A person can join the club and drop anytime, so that seemed the route to go. I can let you know the next time they’re taking people in the club so you can check it out further/ask questions. Great people to work with!
.-= Jean Sarauer´s last blog ..How to Live With Your Inner Critic =-.
Hi James,
The lastest bootcamp “Make Your Blog Pay The Bills” is finished but he does have a forum that is quite lively (at $20/month) which I’m a part of.
Jean’s right – there is a lot we can learn from Leo and his team.
If you want more info, email me.
Karen
.-= Karen´s last blog ..The Next Step In Finding Meaning For Your Life =-.
Inspiring stuff, always exciting to read of how uniqueness and personality can be the driving force behind a brand. I’m already thinking of ways to increase my “level of influence” and add to my brand.
.-= Mo “Mad Dog” Stoneskin´s last blog ..The Perfect Male Mind =-.
Hi Kiesha,
This is a great case study for not only creating a brand and using supply/demand for your products, but also for the sense of empowerment and community spirit that was built up by the organization and its members.
I’m sure that while you were attending these retreats you didn’t realize what that you were learning more than just the WOP lessons, but other entrepreneurial lessons as well.
Thanks for sharing this with us,
Karen
.-= Karen´s last blog ..The Next Step In Finding Meaning For Your Life =-.
Hi Karen,
I most certainly was not expecting to get an entrepreneurial lesson at all – it was a Christian Women’s Retreat, after all, but they were so supportive of the idea that everyone should be honing their own God-given talents and using those to start your own business – that I couldn’t help but learn this lesson.
Glad you enjoyed it.
.-= Kiesha @ We Blog Better´s last blog ..The Simplest Guest Post Contest II =-.
Hey Kiesha,
Awesome case study. ! Very Inspiration
..
Thanks for sharing this excellent case study.
Thanks,
Dev