This Labor Day, my wife and I took our daughter and my parents down the world-famous Burlington Bike Path to show off the Colchester Causeway. Next time you find yourself in Northwest Vermont, bring your bike or rent an e-bike from Burlington Segways and take a spin up the rail trail to enjoy one of the best sunsets on the planet!
At the five-mile mark, as I was chasing my e-bike toting parents, we passed two young sisters peddling fresh lemonade. The older sister had enormous confidence in her marketing voice as she shouted at passing cyclists, runners, and pedestrians. The volume, however, wasn’t what impressed me, rather her choice in messaging.
"Fresh Lemonade - We Take Venmo!"
I was impressed by these young entrepreneurs and their effective call to action. Consider the speed of your typical bike path cyclist— they had significantly less time than the eight-second attention span experts love to go on about. In that brief four-second window, they clearly communicated their offer, lemonade, and spoke to a common barrier for fitness enthusiasts - cashless pockets.
In my opinion, their messaging was marketing genius. Why?
It was brief.
Their message is short and to the point, making it easy for passing cyclists and pedestrians to quickly understand the offer.
It leveraged a modern payment method.
By mentioning Venmo, they're addressing a common barrier— many people don't carry cash, especially when exercising. This shows they've adapted to current consumer habits. Removing friction from the customer experience is something even big brands struggle with.
It was convenient.
Venmo allows for quick, contactless transactions, which is ideal for people on the move.
They were tuned into their target audience.
Cyclists and joggers on a bike path are likely to be thirsty and appreciate a refreshing drink. They're also likely to be tech-savvy folks who use digital payment methods.
It was memorable.
The combination of a traditional lemonade stand with a modern payment method is slightly unexpected, which made the message stick in my mind.
Their simple yet effective lemonade stand message proves that successful marketing often boils down to understanding your audience, addressing their needs, and removing barriers to purchase. In today's fast-paced digital world, businesses of all sizes can learn from these young marketers.
This case study serves as a reminder that innovation in marketing often comes from unexpected places, and businesses should always be open to learning from diverse sources.
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