Storytelling and Magic make Tilley Hats a
Winner for Building Product Loyalty.
As we prepare for a Go Wild! Go GREAT!™ Now to
WOW!™ Leadership Safari this week, my team introduced me to their Tilley Hats that
they obtained for their trip to Egypt. How is it that all of this time I had missed this
incredible product, which is pure genius in both brand development and customer loyalty?
As my staff told me about their indestructible hat and the
privileges of ownership, with great curiosity, I began sifting through the owner's manual
for the Tilley hat -- which is signed by Alex Tilley.
What makes the Tilley Hat product and marketing so
incredible?
1) Guarantee and Powerful Customer Testimonials:
The Tilley hat Is guaranteed for Life -- replaced free for
life if it ever wears out. In fact one testimonial that speaks to the product's
indestructibility is Michael Hackenberger from Ontario Zoo who had his Tilley Hat snatched
from his head and eaten by an elephant 3 times! Michael would later pick up his hat, wash
it thoroughly and wear it. Note: He has declined to accept a new one in order that the hat
may make it to the Tilley Museum. Another loyal customer writes "I was robbed of my
autographed Tilley Hat at gunpoint -- I must say that other than fearing for my life, I
was extremely upset in losing my new hat…please send one immediately"
2) EGO Marketing -- A Tilley Hat Makes you TISP (Trusted,
Important, Special and Pleased) The Brag Tag:
Tilley hats come with Brag Tags that you can give to people
who admire your fine Tilley. The tag notes "Most Tilley Hat wearers and the person
beside you is a prime example, are interesting people of sterling character. It is well
worth cultivating their acquaintance. To that end, you'll be pleased to learn it is
customary to provide the giver of Tilley Hat procurement information with a WARM HUG, OR
STAND HIM OR HER TO A DRINK. WOW! That's marketing! Honoring your customers with royal
status and giving them a card is certain to invite favors and traditions while exciting
interest in your product. PS: the owner’s manual even tells where you can stow the
brag tags in your hat.
3) Everyone will want one. Your Tilley -- Be careful!
The rule of scarcity and desire in marketing. Through
magical storytelling and wordsmithing, I am thoroughly convinced now that I need a Tilley.
We're even told in the owner's kit to print our name and phone number in the hat to give
us a fighting chance of holding on to our prize possession! And if product quality and
client testimonials were not enough to convince you...Apparently, there's also magical
laws of attraction at play when you own a Tilley. One customer writes, "A friend of
mine was walking alone along a beach in Jamaica wearing a Tilley Hat. Approaching him came
a woman also wearing a Tilley Hat. ‘It was the entree to a glorious week-long
affair’, he told me.”
4) Humble beginnings and sharing the Small Business Story:
I think many of just like buying a product from a company
that began in their basement in 1980 and now has 3 global locations in Canada, the U.S and
the UK. It’s rags to riches success by creating a product, honoring your customers
and telling your story in a unique and creative way.
Hats off to Tilley Hats! This week's star in Now to
WOW!™ Marketing and Branding. |
