Stinky Pepper Boy.
Not a very nice name to be called in third grade.
On the first day of school my oldest came home and said he was done with peppers. No big deal … until I found out why. He was being teased about his lunch. Why would kids pick on another kid about his food? Well first and foremost they are kids, but secondly, like all consumers big or small, we fear and sometimes even mock the unknown.
After a couple of days, I proposed the sweet pepper ‘marketing 101 campaign’ to my son, and he was all in! “Mom, once they try them, they will love them!” Game on!
Our Marketing 101 Campaign consisted of Four Proven Marketing Tactics:
1. Awareness
2. Engagement
3. CTA – Call to Action
4. Trial
Awareness: A platter of peppers was brought to the lunch room and a short introduction that included the health benefits, what they tasted like, the different colors/options was given. All the benefits can be found here. The kids had the knowledge (awareness) that peppers promoted healthy skin, hair, vision and immune system.
Engagement: The kids were interested … some had tried the peppers, some never had because they thought the peppers were spicy, but when they heard the name ‘sweet mini peppers’ they were engaged. Everybody likes something sweet.
CTA: This year our school started composting. Four days into the year some had not visited the compost bin, which was a coveted trip AND the CTA! The stem was compost worthy and earned a trip for all that tried.
Trial: The lure of the compost trip gave us what we needed. They. All. Tried. A. Pepper. Trial was the key to winning them over.
Of course, not all the little consumers were converted – there were a handful of pepper holdouts. But many really liked them, resulting in requests for seconds! To my son’s joy they started chanting … Pep-pers … Pep-pers … Pep-pers.
Everyone sells, in one way or another. As parents, we sell our children on our belief systems, values, and desired behavior. As business owners, we sell our products and services. Following a few proven marketing tactics can convert even the most discriminating customer.
And what of our Stinky Pepper Boy? After our successful venture, as I was walking out the door, my son ran across room, threw his arms around me and whispered “thank you.” And he has been packing peppers for lunch ever since.