When I saw Kella’s post on Women for Women’s Healthcare fundraiser to raise money on women’s health care, I immediately fell in love with the idea.
One of the most important aspects about running any sort of business or fundraising event is having fun while being able to apply business skills. In this context, the luncheon allowed women to come to together to empower each other and do something enjoyable while helping others. Essentially, the women are not simply there for lunch, but for the experience that this lunch will provide- networking, socialization and entertainment.
A lot of businesses today also differentiate themselves by being creative and selling customers an “experience”, rather than just the product. An example of this is Seattle’s Pike Place Fish market, who incorporates demonstrations, jokes and entertainment while selling fish to customers. This is especially effective when the product or service that a company sells is quite ubiquitous and the product itself is not differentiable from its competitors.
In the case of the luncheon, customers can choose to go to any other place to be able to find lunch, but they chose to go to the women’s health care luncheon because there will be people who share similar interests, an uplifting and festive setting and a fantastic cause. Every business that is started or running should focus on using the idea of “selling an experience” as a differentiation strategy. If customers like the experience they receive, they will keep coming back to the brand for sure.
Seattle’s Pike Place Fish Market – Throwing Fish