Easter is coming up, and that means lots of kids will be expecting a visit from the Easter Bunny. But we were thinking: the Easter Bunny has kind of been winging it all these years — as far as we know, he never even finished grade school.
With that in mind, we thought now was as good a time as any for the Easter Bunny to upgrade his marketing. And since he’s brought so much joy to so many children, we’ve decided to offer him some marketing advice pro bono.
Stop Hiding Your Merchandise
The Easter Bunny has a lot of brightly colored products — colored eggs, jelly beans, marshmallow Peeps, and so on. But then he hides them in the grass, bushes, on playgrounds, and around people’s houses. That’s not smart marketing.
In the inbound marketing philosophy, customers will be seeking out your product. The Easter Bunny already knows that kids are seeking out his wares — they set aside whole mornings and buy special baskets just to find exactly what they want — but then he makes it unnecessarily difficult for them to find what they’re looking for.
If the Easter Bunny really wants to improve his customers’ experience, he’ll take a hard look at his SEO (Seeking Eggs Outside) strategy and reconsider the needs of his customers.
Learn to Delegate
It’s true, the Easter Bunny runs a very seasonal business — we don’t know exactly what kind of prep and production work goes on behind the scenes, but it’s safe to say that he spends most of his year outside the public eye.
That’s no excuse for bad operational management, however. He seems to have handled himself well thus far, but there’s a real concern that if the Easter Bunny himself were incapacitated or simply wanted to take a spring vacation, the whole operation would fall apart.
What’s the solution? Establish consistent workflows so that your business can be handed off to other talented people. Without a good team, your business is on thin ice should something go wrong.
Diversify Your Marketing Operations
The Easter Bunny does a lot of marketing, but he relies too heavily on one tactic: handing out free samples. Marketing is about taking every relevant angle to get your message out, and one approach isn’t going to cut it.
Most marketers agree that customers need to experience at least 5-7 touchpoints with a product or brand to really create a memorable impression, but the Easter Bunny is only creating one touchpoint with his customers, and only once a year. It’s hard to sustain a good brand impression with that kind of narrow marketing scope.
Keep Your Branding Consistent
Last Easter, we did an informal audit of the various designs associated with the Easter Bunny’s products, and we found something discouraging — though the various eggs, candies, and treats distributed by the Easter Bunny are brightly colored and memorable, there’s very little consistency between the colors and shapes used between them. He doesn’t even use a consistent logo!
For the Easter Bunny to create a consistent impression that will last in people’s minds, he should really pick a consistent brand image and stick with it. Doing so will keep awareness high and prevent brand confusion with other egg-distributing rabbits in the space.
What The Easter Bunny Is Doing Right
Don’t worry, it’s not all bad! The Easter Bunny is also doing a few things right with his marketing that have really taken his brand above and beyond.
First of all, his work ethic is unparalleled. There’s no doubt that the Easter Bunny works hard to distribute product, and people notice — he experiences almost unmatched admiration for his work. You may not feel like you have time for marketing, but it’s important to remember that if you’re willing to put in the extra effort, you’ll reap the rewards.
And secondly, the Easter Bunny’s strategy is centered around generosity. We’re not advocating that you give away all of your products — that’s not good business sense — but keeping your existing customers happy is a vital part of your strategy. The more you can keep your customers happy, the more they’ll spread the word about you to other prospective customers.
So when you’re out hunting for eggs this Easter weekend, keep in mind how the Easter Bunny’s operations might help inform your own. Remember, he’s not the most efficient business owner in the world — but his customers really seem to believe in him.