Thursday, March 8

Ice Cream for $.80 - Just for Women

Every one thinks that marketing is only for the big brands, but that couldn’t be further from the truth. By observing the marketing activity of the big brands, and then applying it to our own small business, we can make great strides in establishing a powerful brand equity, some engaging messaging, and a strong emotional connection with our consumers.

It’s what I talk about in my book, The Experience Effect for Small Business. 

There was a recent example coming from a small business in New York for a recent special occasion that proves my point perfectly.

In honor of International Women’s Day, an ice cream parlour in Brooklyn ran a special promotion for an $.80 scoop of ice cream. But only for women, specifically the first 50 women that entered the store that day.

Big thinking. Small budget. Strong emotional effect.

The $.80 represents the pay gap between women and men, meaning that the average woman makes only 80% of what a man makes. Hence the $.80 scoop, but only for women. Only for the first 50 women because this is a small business with a small budget joining a big conversation. And their building a powerful brand in the process.

Go SMB! What’s your experience? JIM

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