A great Romance Novel usually begins with a “hook”- something happening that pulls the reader right into the story, making them eager to read the entire book. The goal is to grab them from the first page. (That is of course, after luring them in with an attractive cover and exciting cover blurb).
Not so different from marketing for a business of any type.
A good “hook” is that elusive quality that makes a product or business stand out and win the consumer’s attention, resulting in an inquiry and ultimately (if the ploy is successful) a sale. That is the purpose of every marketing effort, no matter what the industry.
Today I saw an article where a business is using the “The Hook” concept in an interesting way. You know those chores around the house that no one seems to want to do, like cleaning windows and gutters, or shoveling snow? Well, there’s a company that will send a crew over to take care of that for you- and they will all be dressed in kilts!
Men In Kilts Window Cleaning was started in 2002 by Nicholas Brand of Vancouver, Canada. A Scotsman himself, he hand-fashioned his own kilt which he wore while cleaning windows, and the idea (some would say gimmick) caught on. By 2009, the company had grown so much that they began the process of franchising, and today Men In Kilts has locations across Canada and the United States. The company has been featured on numerous TV shows and in magazines, and was recently in an online article on Yahoo, which is how I heard of them.
I watched a video interview on the company, and I was intrigued. Their employees really do wash windows, residential and commercial, while wearing kilts. They even shovel snow in kilts! I think it would be fun to hire them simply because it is something you just don’t see every day. (And, yes, they stressed in the interview they do hire women, as well, and they also have to wear kilts.)
Scotland has long been the setting for many Romance Novels, (and for other genres, and movies, too) and kilted Heroes have been a staple for years. There is just something so different about a very masculine man wearing what otherwise would be a feminine article of clothing. Most of the women I know love to go to the Renaissance Faire every year just to catch a glimpse of a brawny lad in a kilt!
So the clever folks at Men In Kilts Window Cleaning have figured out how to grab our attention. In the video and on their website though, they do stress that quality and customer service are top priorities, which is likely why they have grown to have so many locations and such a loyal following.
From a women’s fantasy point of view, isn’t this a great concept, though? Maybe this will start a trend. It certainly had me wondering what might be next- maybe a crew of men wearing only cut-offs and work boots, washing my car?
What do you think? Great idea or just a gimmick?
Either way, I give the guys credit for being “Brave” enough to wear the kilts, and for having the “Heart” to get the job done!