My Favorite Marketing Moment

When you start a business with no money like I did you’re forced to learn how to stretch a dollar.

My wife and I had friends down from Texas staying over at our place. We asked them if we could make a quick stop by the parliament so we could promote our upcoming event. It was 420 on Parliament and we were promoting dessertfest. I had a mascot designed into a pink jelly donut. I had only seen a sketch of it and it was the first time I would see my mascot live. I was like a kid in a candy shop. So excited.

My wife and our friends stood there on Sussex street with me as this giant pink doughnut (named jelly) turned the corner. It was better than I had expected. I couldn’t stop smiling.

There was a group of Asian girls across the street who were waiting for traffic to cross, they wanted a selfie with Jelly. Then we took another few steps and more people spotted him and ran for a selfie. My idea was working. It was remarkable. And we hadn’t even come close to the parliament yet. The more we walked the more Jelly was getting surrounded (I actually started to get a little worried). My sister (who’s one hell of a trooper) was under that Mascott.

I kept thinking “when we hit those gates and the open landscape in front of the parliament thousands of stonners with iphones are going to go crazy.

And they did. Lots of them. But there was a stage at the front that overlooked the crowd. There was a guy with a megaphone protesting to legalize marijuana. The second he spotted a giant pink jelly dohnut he stopped everything he was saying, pointed at Jelly and said “we need that donut to come up here on stage”. I was laughing watching my marketing idea unfold in front of my eyes.

Jelly went on stage and the first thing the guys asked was “why?” So I told him and he announced it to the crowd.

It’s not just the thousands of fans who were sharing pictures who loved Jelly. The media reporters loved him too. He had interviews and made national news that day.

All for a quick stop at the parliament. It just shows you that if you can imagine it, it can be done.

Also published on Medium.

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