Thursday, 30 January 2014

Clever marketing - another hat tale

I mentioned yesterday that I decided to succumb to the lure of the wildwest and buy a cowgirl hat when I was recently at the Tamworth Country Music Festival. It is irresistible, but also practical when you're walking down Peel Street in the blazing sun listening to buskers or acts performing on one of the many stages.

On the Friday before the Australia Day long weekend I met a friend for lunch in town and noticed a growing crowd and queue right near the post office.  I thought that there must have been someone very important and/or famous doing something remarkable, so walked around the corner to see why people were lining up. There was no country music star or even minor local politician or newsreader. People were queuing to get a hat!

The hat was nothing special, but had the right shape and the wide brim. Importantly it also carried the sponsor's logo on the hat band and could be had for a $2 donation to the McGrath Foundation. It struck me as a creative approach to marketing and fundraising all by giving the people what they want/need. Walking around the streets were heads promoting sponsor Toyota, people were protected from the sun and a charity had made some money and planted their name in the minds of people. Additionally, the hats were only available at certain times, so the notion of scarcity was created and the crowd and queues grew, drawing further attention to the various organisations. Brilliant!

Having made my discovery, I stepped back from the line. I was promptly asked by a couple passing by "who is there?"

I explained the people were queuing for a hat.

"A hat?!"

"Yes a hat," I explained the relationship to the McGrath Foundation.

"That's incredible!" exclaimed the man. "I never thought I'd see a queue like that for a hat! Must be a good sort of a hat!"

"Well see for yourself. There goes one now," I pointed.

And lastly, here are some more of my recent photographs taken while on holiday.

The ever-present Alfie - just hanging around.
© divacultura 2014

A magnificent pair of eucalypts stand against the brilliant cerulean sky.
© divacultura 2014

Afternoon by the dry creek bed.
© divacultura 2014

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