I thought I would share an updated version of a blog I wrote last year. This blog talks about the Easter story and its relevance to business. Just before I do that, here is a link from Wikipedia, with What is Easter?
For some companies, Easter is yet another business opportunity to cash in and potentially make money off the back of celebrations and festivals. Rightly or wrongly, when we work within the marketing field, we all have stories to tell, therefore we use whatever means we have available to us, to do so.
So, can we promote a business whilst being real? Of course, we can, if our business ethos is based on honesty and integrity.
Can a company operating as a charity be a workable business? Of course, it can.
One company that has been managed to promote the ‘real’ Easter message and is a viable business is The Meaningful Chocolate Company with The Real Easter Egg.
Launched in 2010 The Meaningful Chocolate Company product range started with a Fairtrade egg accompanied by the Christian message of Easter inside the box. Due to the fact that the eggs were overtly Christian, the company faced an uphill battle to have the eggs sold in large supermarket chains. This was despite the company putting profits made to the charity.
Whilst most of the chains have sold the eggs at some point during the last seven years, one chain remains defiant. UPDATE for 2018. The chain who shall remain nameless has now got on board. Unfortunately, not all supermarkets are stocking the eggs. You can check where to purchase them here.
What can we learn from The Meaningful Chocolate Company’s Easter story?
If you are passionate about what you do, if you have a good product and you believe in it, then persevere. Most sole traders or SMEs agree that the first few years are tough, but you just have to keep going despite opposition.
The company now sell advent calendars, again with a ‘real’ message. They have been open to change and have learnt to adapt whilst not compromising what they stand for. So if you know a product is doing well, look for ways to build or expand your current range. You already have your customers’ attention with your excellent product, so why not introduce something that they would also enjoy?
Be ethical/remain ethical
By this, I am not only referring to offering Fairtrade products, but also how you operate as a company. Hopefully, in your business plan, you thought about your vision and mission for the company, the ethics that you and your brand stand for. Hold on to those principles.
I hope that this has given you something to think about.
Take care and have a blessed Easter,