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Monday, August 18, 2014

Zip Zap A-Dee-Do-Da

By Jody Worsham

All rights reserved for Marketing 101.

We are nearing that most wonderful time of the year…the starting of school.  To mask my total elation and lessen the clouds of gathering gloom of my soon-to-enter fourth-and-eighth grade children, I suggested a trip to Zip Nac, our very own homegrown zip line adventure course.

Keeping true to my adept bargaining skills, I chose to go on the day after the Kids Discount so I could pay the full price of admission. 

“Come on.  It will be fun.  The big finale to our summer.” 

We arrived without reservations…I mean we had not made any reservations.  As luck would have it, there just happened to be two empty spaces in the next group going out. 

“Hey, that’s my old violin teacher.  What’s she doing here?” came from the thirteen-year old.

“Former, former violin teacher.  We don’t say old and I guess she wants to zip through the trees, too.”

I signed all the necessary release forms and the children were harnessed up.  I was satisfied with Zip-Nac’s extensive safety equipment, especially the strength of their double cables capable of hoisting two cars along the zip line although I do not know why you would ever want to send two cars zipping along a cable, double or otherwise.

While the children and music teacher were zipping along the tree tops, I consulted my Summer Count Down Till School Starts clock.  Eight days, four hours, and thirty-two minutes till First Day Drop Off.  Yes.

The children finished the last Zip, all smiles with only a couple of bug smatterings showing on their teeth.

“Can we get a Zip Nac t-shirt so everyone at school will know we survived?”

“If you show up breathing, won’t that be proof enough?”


“How about if I make you a copy of my credit card statement with Zip Nac in red?”

“T-shirt!  T-shirt!  T-shirt!”

Ok, I admit I was proud that they ascended the three story tower, swung from a tiny clip on super strong cables, and flew through the trees without crying for mercy.  T-shirts for both.

Now here is where I think they put the marketing ZAP in the ZIP.  First the kids were presented with rubber ZIP Nac bracelets.

“Only people who have completed the zip line course will have one of these.  You can’t buy them in any store so if you see someone wearing one of these, you know they have done the course.”….[all 15,282 of them].

“And if you Zipped with us today, your t-shirt is 1/3 off plus you can design your own,” came from salesperson #2.

A-ha!  My chance to revitalize my temporarily atrophied bargain seeking muscle.

“We’ll take two.”

“Follow me to our t-shirt room.”  Translation, t-shirt storage closet.

Blank t-shirts of every size and color were stacked along two walls.  On the third wall were several t-shirt transfer choices in black or white above a table with a t-shirt transfer machine.

For 1/3 off, the children were empowered to design their one of a kind, but odds are probably like someone else’s, t-shirt.  The power was intoxicating.  The nine-year-old slapped a transfer on the front of his t-shirt and placed it on the machine.  When the bell dinged, he raised the lid and ripped off the paper.  Instant transformation.  The blue shirt now had the Zip Nac logo.  He was so excited he put another transfer on the back.  Again, instant art.  Then he added CONQURED to the bottom of the front, and two more designs on the sleeves.  He looked like a Zip Line NASCAR driver.  Every part of his shirt had some kind of design or logo.  He was a walking billboard advertisement for Zip Nac. This was repeated by the thirteen-year-old.

 You can’t buy that kind of publicity.  Well, actually I did, but for 1/3 off!

TIP:  Stash some suckers or snack size candy (non melting kind) in your car to avoid over priced snacks at entertainment events.



1 comment:

Sharon said...

Loved it! Funny and too true.

Here the company is Go Ape, and kids have to have an adult accompany them. I made it through the first four challenges, but chickened out on the last one. I wanted to do the zip, but couldn't climb the ladder up to the base.