Girl Scout Marketing Attitude

In the past, I have thought the Girl Scouts did not succeed in relationship marketing. Instead of building marketing skills and leadership in these young women, I saw the adults handling the sales and marketing at the Girls Scouts table when getting off the train downtown, and parents bringing in the cookie ordering sheet to the office. I thought the Girls Scouts message got lost in this and was a deterrent to the consumer. However, the Girl Scouts have good brand recognition and you know the money is going to a good cause.

It is estimated that there were over 78 million passenger trips on Chicago’s Metra Rail service (metrarail.com). It is a strategic location for Girl Scout cookie sales and you have repeat customers year after year.

Girl Scouts have the advantage of a kind of built-in trust and loyalty with their customers, making relationship marketing a natural fit. Their first customers are family, friends, and neighbors—that is, people who already know them, trust them, and are inclined to be loyal (townsquared.

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com 2016). Girl Scout cookie season is an eagerly anticipated event. The ladies in our office get excited when the cookie ordering sheet is posted and word spreads like wildfire in the office. Koushayer notes that if consumers trust the brand to deliver on its promises, it eases their decision making and reduces their purchase risk (Koushayer, R. 2018 p. 2). While there are cheaper options, you know that the Girl Scout cookie purchase will not disappoint in taste and quality, and the Girl Scouts have kept their promise of helping young girls.

But the Girl Scouts do not rely just on word of mouth, they have adapted to social media. Now, the organization enlists Facebook, Twitter, YouTube and Instagram for everything from long-term recruitment efforts to timely contests and promotions (adweek.com 2018).

The slogan “Girls are first at Girl Scouts and always will be” develops a strong bond between the girls and the organization. The organization connects with the community not just in the girl’s service to the community, but also making it a two-way street in allowing the community to volunteer in the organization. This creates a mutually profitable relationship for all involved.