Seek your own pot of gold
It’s the time of year when all the mischievous little shoemakers are out in force. Every leprechaun has his own pot of gold hidden somewhere, buried in a secret place or set down at the end of a rainbow. If you want to get a hold of the gold, you have to actually catch the leprechaun. He will then offer you his gold in exchange for his freedom.
Set the trap
For one thing, it’s not easy to actually capture one of these elusive little fellows. Leprechauns are wily, you won’t catch one without a particularly clever trap. What will you use to make your trap unique and intriguing? Chocolate? Platinum shoe buckles? Fine Italian leather? Once set, the trap is essentially your product.
What do we know about our target audience? Leprechauns are cobblers by trade. They are also very cautious with their money and always looking for a good deal. Leprechauns are always male and nearly always dress in green. (wonder where the female leprechauns are?)
In order to entice the little green-clad fellow to visit your trap voluntarily, make him aware of its existence. We suggest branding your trap with a cool name like The Cobbler’s Corner or The Little Green Hiding Spot, capitalizing on their known proclivities.
Draw the leprechauns out
Get the word out about your trap, er ah, destination. Where might the little mischief makers be looking? Trees, bushes, garden gnomes and of course, clover patches are all good spots to place messaging to entice the leprechauns.
Make sure each sign includes the name of your trap, how to get to it and an invitation to visit… just don’t let on that it’s actually a trap. Be sure your messaging doesn’t attract the wrong sorts of other beings who might be around, Easter Bunnies, elves, witches, tooth fairies and the like. Your goal is to catch a leprechaun and get his pot of gold.
Leprechauns are a particularly tough target audience because they are very sneaky. No one has actually ever succeeded in catching one. But then no one, as far as we know, has ever optimized their leprechaun trap brand. What does that mean?
Make your own luck
An optimized brand is one that is very focused on the desires, expectations and communication channels of its target audience. Because the brand is reaching directly into the path of the right audience it moves people (regular sized or very small ones in green) more quickly from being lost in the forest to being at the point of choice, the moment where they choose what product to buy, what service to use or what place to stay.
To make your own luck, download a copy of our 9 tactics to optimize your brand worksheet. It will take you through the nine key questions to ask yourself when optimizing your brand … or catching leprechauns. It will certainly get you on the path to the end of the rainbow where your customers will be waiting to trade their gold for your products and services.
Happy St.Patrick’s Day, may the luck of the branded be with you!
Wishing you a rainbow
For sunlight after showers—
Miles and miles of Irish smiles
For golden happy hours—
Shamrocks at your doorway
For luck and laughter too,
And a host of friends that never ends
Each day your whole life through!