I don’t know if you have ever heard of Tilley hats…or are a “hat person” by nature, but I came across this article a few weeks ago…was intrigued…did some research…and ended up buying my own the other day at Lehman’s Hardware. I was impressed with the small start, out of a need that was not being met in the market, and even more impressed by the way they built a product with the intent of truly being the “best in the world”…seems far too few companies set their sights that high anymore, but why not? If you are going to pour yourself into something why bother if not to be the best?
Anyway, thought it might be a story others would enjoy, and will explain why I will be running around town with a big hat on this summer! Call me crazy but I just had to go out and get one after learning more about the story…I’m either gullible as a child or smart as a fox…depends on who you ask I suppose!
Hats Off to Tilley Hat Marketing - An Example of Successful Branding & 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 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. '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.
- Rosemary Rein, PhD is an Author, Professional Speaker and founder of Now to WOW!
