“There’s no crying in baseball”
For me, yesterday there was. And I wasn’t even playing.
When it comes to branding, experiences and people make a huge impact and can really change the way your customer feels.
We attended a “run the bases” with my small kids after a game yesterday. As we walked through the chaos and lined up, I saw a child crying. With my two year old in hand, I bent down and asked if he was okay. He told me he lost his mom.
We called his mom, sent her a message and before I could get that sent, I had an employee at my side, collecting the lost child and bringing him safely to a kiosk, then service desk.
What impressed me most about this, the young woman was clearly attentive and going well above her job to ensure a safe experience for fans. I was immediately moved to tears.
I was assured he was in good hands, and continued on my journey.
We made our way under the stands to the field, where employees greeted every child with cheers and high fives. The children we’re the stars of the day.
These experience, although marketed towards what it offers kids means even more to the parents. They build brand love, they build loyalty and they build memories.
The way the brand captures customer data to register. What’s more, offering exclusive experiences to customers who pay a small fee, adds another income stream to customers.
Here are 5 brands doing it well:
The Home Depot Kids Workshops: I have the pleasure of managing this program now, but I was not the mastermind behind it. The second Saturday of each month stores in Canada (1st Saturday of the month in the US) kids can attend a free workshop learning how to build using real tools. Not only is this a fun experience, it’s teach life skills that will benefit the kids in the future.
The Toronto Blue Jays Jr Jays: I’m sure most MLB teams do this, but my first hand experience is in Toronto. From activities to face painting to balloon twisting and running the bases, there’s no shortage of activities to get kids engaged. This program now offers a paid membership adding another income stream. The additional funds not only add to the top line, but also drive return visits so customers get the most out of their memberships.
Mcdonalds: if you’ve ever been to any type of restaurant with kids you know the happy meal toys and the play places capture the attention of kids, and give parents a bit of support in managing the energy levels of their kids. Welcoming children, creating a collector type mentality with toys, and even creating a bucket list of local play places to visit creates customer memories. (Although, I will say I have seen many of these play places close in the past few years.)
Build a bear: This is a bit of a different experience as it’s a true kids store, but their Birthday Bear program has parents flocking to the stores annually for a “pay your age” bear that has many add-ons available to drive sales growth. Build a Bear now also requires a loyalty program membership to take advantage of the offer.
Cineplex: stars and strollers: designed for stay at home parents and those on parental leave this program introduces kids to cinema and theatres early. Catering to parents but allowing a judgement free space where there’s no expectation of silence, gives families nice break from home while also creating memories for the kids.
Longos and other grocery chains: skills like cooking, nutrition and safe food prep are just the beginning when it comes to these experiences. Children also learn how to follow recipes, instructions and build healthy habits like cooking at home. Parents can complete their own shopping while the classes happen, bringing sales into the store that could have easily landed elsewhere.
Does it have to be this big? Absolutely not. To be honest, I’ve seen something as small as a sticker go a long way in building relationships with these younger audiences. Thing mini shopping carts or baskets, think giveaways or activities. These also build appreciation and trust with parents instead of seeing their children as a burden to your brand.
Building this loyalty early also helps grow overall awareness and consideration. It builds referrals and advocacy from these customers and allows you to spend more time innovating, differentiating and building a strong value prop.
Who’s doing it well in your industry, if the answer is “no one”, here’s your sign to get started. Let’s talk about how you can do it, click the contact button below.
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