Sometimes there’s a need for a product or service that doesn’t exist yet. Entrepreneurs are the people who innovate and create based on those needs, and Bethenny Frankel is one of those people.
Once upon a time, there were people who stared at their margaritas longingly and wished they could drink this delicious, tequila-filled, sugary drink without consuming all those calories. Luckily for them, there’s a woman who really enjoys her margaritas, felt the same way, and knew there was a niche out there that did too. So what did she do? She created Skinnygirl Margaritas! If you love margaritas or tune in to Bravo (Real Housewives, anyone?!) then you probably know who I am talking about. If you don’t, then let me fill you in.
Bethenny Frankel is a natural foods chef and a New York Times Best Selling author. She was on the reality show Real Housewives of NY, which follows six women who live in New York, their families, and their social lives. She also has her own show, Bethenny Ever After. As a natural foods chef, Bethenny makes unhealthy foods healthy (well, at least healthier) for you. After mentioning her take on the margarita in a Real Housewives episode, she noticed the demand for low-calorie margaritas…and the Skinnygirl Margarita was born!
Aside from the fact that no one can turn down a ready-to-drink, 100 calorie margarita, I believe that Bethenny’s Skinnygirl Margarita has seen wild success because of her good customer relationships.
Bethenny discovered a niche that wanted Skinnygirl Margaritas, and even better, she belongs to that same niche. Being able to relate to your customers makes it easier to speak their language. If you can speak your customers’ language and understand what they want, it will help your company, your product, and your marketing efforts.
Bethenny relates to her customers and she speaks to them as someone who actually cares about their interests. She has a TV show on Bravo, a website, and a presence on Twitter and Facebook. Bethenny’s Facebook page has many examples of great customer relationships. Below are a few of her posts on Cinco de Mayo:
Bethenny Frankel: “IT’S FINALLY CINCO DE SKINNYGIRL!!! For those of you who can’t get a hold of my Skinnygirl Margarita – by BETHENNY FRANKEL, here is the recipe so you can have a Skinnygirl Celebration tonight!!! Xoxoxo”
Bethenny Frankel: “Hey guys anyone who is having trouble locating Skinnygirl Margarita – by BETHENNY FRANKEL, I want you to EMAIL me and tell me the city and state you are in, and what store you need it to! Email address is: firstname.lastname@example.org Love you guys!!!”
Knowing that Cinco de Mayo could be a big day for Skinnygirl Margaritas, Bethenny posted frequently to assist customers who couldn’t get the low-cal margaritas in stores. She wanted to know where they were located so she could work on distributing the drink in a store near them. Even though those customers didn’t have access to Skinnygirl that day, Bethenny acknowledged the problem and made it clear that she wanted to get the product in their location, thus building a relationship with them. Building good customer relationships will result in loyalty. Those customers are now more likely to wait for Skinnygirl to show up in their local stores, or make a drive to find it if they’re really thirsty!
In short, Bethenny Frankel is an excellent example of entrepreneurship and she has what it takes to build a solid, highly-engaged customer following. Whether you’re interested in Skinnygirl Margaritas or not, you could learn a thing or two from her ambition and dedication!
Do you agree that strong customer relationships drive loyalty? Can you think of any other recent examples of niche marketing? And, most importantly, have you tried Skinnygirl Margaritas?