Today I thought I’d spend a little bit of time going over some emotional marketing techniques…ones that Mojo won’t be teaching us in class. I got this little idea when I opened up my web browser and Google greeted me with a very emotional story of a little boy who just wants to impress his lady friend as she jumps rope. What would any little boy do in such a situation? He’d buy his beloved presents using Google to search for just the right gift. Alas, his lady love was not impressed by these trinkets. In defeat the young man begins to jump rope beside his lady love and then and only then does she recognize he is the man for her. Now this is a story that appeals to Google users. Men desperately searching for things to impress their lady on a day that undoubtedly brings stress to any man in a relationship, and women (at least in theory) really just wants a sweet guy to “jump rope” with. What did this make me want to do? It made me want to run a Google search!
It was Saturday afternoon when I hopped in my car to run errands. The thermostat in the car told me the temperature was a cool 93 degrees, but the sensation of walking into a sauna told me that the humidity in Atlanta was much higher. As I put my basket of dry cleaning in the car I heard a little girl’s voice call out, “Lemonade! Lemonade for sale!” I looked over my shoulder and at the entrance of the next block were two sisters with a table, a pitcher, and a few plastic cups. The younger of the two girls was clearly in charge of advertising, as she hopped up and down, yelling at passing cars to let them know the sale was on.
I grabbed my wallet and walked over to get a cup of lemonade for the road. “Good afternoon ladies, I would like a glass. How much is it?” I remember how much my lemonade stand used to be, but with inflation, I had already located a $1.00 bill to hand to the little girls.
The oldest sister went directly into her sales pitch, “Our lemonade is fresh squeezed and is 25 cents. We are also donating 25% to the local Humane Society.”
I have to say at that point I was actually shocked. Here were two girls, who the oldest could not have been more than 7 years old, offering me a product of value. The cost of the lemons and sugar that their parents purchased could not have been covered by the meager 25 cents per glass and yet on top of this, these little girls were donating 25% to a charity.
I smiled at the little girl and said, “Oh that’s wonderful. I don’t have any change so I’m going to give you a whole dollar and you can keep the extra money.”