Tahitian Treasures Marketing Case Study
TAHITIAN TREASURES 2021 MARKETING PLAN
COMPANY NAME AND LOGO - Tahitian Treasures
Sharing our love and passion for Polynesian Folk Arts with the guests of PCC that result in profitable sales.
Our Mission Statement:
Tahitian Treasures aims to create lasting positive emotional connections and memories with Polynesian Cultural Center guests from around the world by :
offering inspiring Polynesian product designs, (by creating mementos representing traditional Polynesian folk art)
creating unique store experiences, (by displaying stories, showing interest in guests, and identifying their needs)
sharing compelling storytelling, (by sharing personal experiences of making and sharing products)
using creative marketing, (by building trust of guests; explaining origins, making emotional connections and demonstrating lasting value of products)
supporting PCC with their mission of preserving and portraying the cultures, arts and crafts of Polynesia.
Tahitian Treasures supports the Mission Statement of the Polynesian Cultural Center:
The Polynesian Cultural Center is a unique treasure created to share with the world the cultures, diversity and spirit of the nations of Polynesia. In accomplishing this we will:
Preserve and portray the cultures, arts and crafts of Polynesia.
Contribute to the educational development and growth of all people at Brigham Young University-Hawai'i and the Polynesian Cultural Center. (we hire BYUH students to support their education)
Demonstrate and radiate a spirit of love and service which will contribute to the betterment,uplifting and blessing of all who visit this special place.
BRANDS - Pareo Paradise, Pairu’s Poi Balls, FlowerCrowns.com, Pairu’s Hula Skirts, Forever Flowers
TAHITIAN TREASURES now has 2 locations:
Hukilau Marketplace Kiosk
Tahitian Village Kiosk
GUESTS - Our customers are onsite, qualified guests at PCC that spend 1-11 hours, any day within a week (except Sunday) at the park, sometimes more than one day. They walk by our kiosks at least 2 times a day. Our store image must validate the GUEST. All the details of the store must mirror the guest's self-image and aspirations. A well designed store breaks down our guest’s inherent defenses to the selling environment (our 3 kiosks).
SALES ASSOCIATES - Demonstrate and radiate a spirit of love, offer genuine compliments or greetings - to get attention of the products in the kiosk for first or repeat visit. Tie in personalities of each sales associates, they like to talk and help people, like to share stories of products, like to share vision and mission of Tahitian Treasures and PCC. Demonstrates to the guest the use of sarongs (20 ways to tie), how to twirl poi balls, which pendants and other gifts to purchase (e.g. memento for children, gift for wife, etc.).
SHOPS - Traditional and authentic marketplace stand, enhanced lighting, awnings, arrangements, decor, signage, colors, traditional art, safety, ADA wheelchair access, OSHA requirements.
THEMES (one theme for each side of kiosk):
TREASURES FROM THE HEART (mementos for friends and family of Hawaii, Oahu, PCC for loved ones)
TREASURES FROM THE SEA (mother of pearl jewelry, Trisha’s family and legacy to Church and PCC) to wear unique jewelry from the ocean. Tie in to Trisha’s great Uncle’s story.
FOLK ART TREASURES (handmade items by Trisha and her family: poi balls, flowers, sarongs, etc) to preserve, share and celebrate Polynesian art.
FLORAL TREASURES (handmade floral products by Trisha) to celebrate an anniversary, a birthday, selfies, fun, Hawaii vacation, live like a native Polynesian.
Even a very small store can weave scenes/themes together into an unfolding story -- a story that make each item seem especially valuable.
CREATIVE STORIES FOR EACH SIDE OF KIOSK/THEME AND FOR EACH PRODUCT
EMOTION - What appeals emotionally to guest (how would you feel wearing a tuxedo worn by James Bond?). Validation is when the husband or boyfriend tells spouse or girlfriend their hairpiece is beautiful. The bright iridescent colors of mother pearl shells from bright LED lights attract attention.
STORY BEHIND EACH PRODUCT - How does the product tie in the guests’ interests and needs and the shop owners’ background?
FEATURES - What the makes the product great (handmade, made from real mother-of-pearl shell, etc)?
BENEFITS - How it will benefit the guest (unique piece only found at our kiosks, etc)?
PRICE - Attractive price (high markup, with added-value and positioned for impulse buying).
PRODUCT - A product refers to any item that intends to satisfy the needs and wants of a target customer. Marketers must always have a clear concept of what their products stand for, and what differentiates them from the competition, before they can be marketed successfully. It’s vital that marketers fully understand the product they are selling, how it meets the needs of their target customer, and what makes their product stand above the competition.
PLACE - Place refers to providing customers access to the product, and it also calls into play convenience for the customer. Marketing, is about putting the right product, in the right place, at the right price, at the right time, in front of the customer.
PROMOTION - How to make an audience aware of the product? Within the framework of the four Ps, promotion refers primarily to marketing communications. These communications use channels such as public relations, advertising, direct marketing, email marketing, social media marketing, or sales promotions; think of it as any way marketers disseminate relevant product information to their target customers.
PERSONALIZATION/CUSTOMIZING PRODUCT TO AGE CATEGORIES - Traditional personalization came from remembering past customers, using their name, building rapport and other personal, human-to-human interactions. A good customer relationship management program (CRM) could help in certain sales and support situations. And today we have amazing technology that plays a part in personalization. Artificial Intelligence puts different types of customers into “personas,” grouping customers by common interests and buying patterns, which allows the company to target customers with extremely relevant promotions.
PERCEIVED VALUE - Perceived value excites buyers; performance value satisfies them. In your presentation, you must demonstrate your performance value. Performance value is what the product and your service does for the buyer. If your tool improves productivity by reducing user fatigue, demonstrate this to the buyer. If your equipment is more energy efficient, show the customer the numbers. Buyers want performance. In fact, research shows that people in the United States define quality as product performance. Does your product perform at the level you promise? If so, demonstrate that to the buyer. A beautiful haku will attract positive attention.
PERFORMANCE VALUE - How your stuff looks when it arrives is perceived value. If your products arrive in a clean and professional looking package, it makes the buyer feel good about their buying decision. When your literature is crisp and fresh versus a dogged-ear copy of something that has sat in your trunk for three years, it creates greater anticipation in the buyer. When you are dressed professionally, the buyer is reassured by your appearance.
PROOF - Your customers can purchase the stuff you sell from dozens of places, including the Internet. What makes buying from you special? You have a much better chance of getting the business if you personalize your presentation, maximize your perceived value, demonstrate your performance value, and offer proof sources. Have customer look in mirror wearing flower crown.
POSITIONING - Develop the habit of thinking about how you could improve your positioning. Begin by determining the position you'd like to have. If you could create the ideal impression in the hearts and minds of your customers, what would it be? What would you have to do in every customer interaction to get your customers to think and talk about in that specific way? What changes do you need to make in the way interact with customers today in order to be seen as the very best choice for your customers of tomorrow?
PASSION - Passion is your drive, ambition and the love of what you do and who you serve. It provides you with a very special view of the world that others often don’t see.
Genuine compliments - Pay attention to guests as they arrive and give them a sincere compliments. Guests will feel welcome as they are ready to make final souvenir purchases. Maintain eye contact and caring interest in customer.
Comfort and security mean very different things to different kinds of customers. It just takes some creativity -- and an understanding of your customer.
Creating excitement and a memorable experience does not have to be expensive. When you hit the mark of your customer, they will enjoy buying!
Shopping can be work.... or it can be fun! Successful stores draw customers across the threshold by presenting merchandise in its natural environment. (flowers placed on ti leaves)
Like a BRAND, a store image must validate the customer -- as well as the products. When your store reflects your customer's style and self-image, they will buy...
A store must take customers out of their pace by suspending reality for brief moment... Leaving an indelible impression on their minds.
Count the number of times customers say “Wow!” per day. This validates our effort to improve our store. Encourage guests to leave reviews of Tahitian Treasures on trip advisor, google, yelp, etc. This drives more physical and online traffic to our sales locations.
Even though we are based in Hawai'i, our projects can be done anywhere in the world.
Please help our projects and get some traction by volunteering, collaborating, or making a donation. Thank you!