Four Seasons Total Landscaping is cashing in on Trump team’s news conference
President Donald Trump’s legal team decided to hold the press conference right outside the Four Seasons on Saturday – not the luxury hotel resort, but a small Philadelphia-based company.
The conference at Four Seasons Total Landscaping, which is near an adult bookstore and cremation center, sparked a wave of jokes and memes poking fun at the venue’s choice online.
Even Trump appeared confused on Saturday morning and first tweeted that it would be at the “Four Seasons, Philadelphia” before later listing the full name.
It turned out that the choice of venue was intentional. The New York Times reported that Trump misunderstood the location of the conference his team had told him and assumed it would be at the upscale hotel.
Despite the ridicule that appears to be aimed at the Trump venue selection campaign rather than the venue itself, FSTL is grabbing the attention. The Philadelphia business did what companies do when they go viral: advertise goods on their website.
Over the weekend, the landscaping company opened a department with $ 50 hoodies, $ 25 T-shirts, and stickers that read “Make America Rake Again” and “Lawn and Order!”
- A look at Four Seasons merchandise, which includes shirts and hoodies.
The family business has existed since 1992 and provides services to customers such as Philadelphia International Airport.
The company defended its decision to host Trump’s team, saying it “would have proudly hosted a presidential candidate campaign at our company”.
Positive comments have flooded the Facebook page. Users mention how happy they are to support small businesses and suggest future products they would like to see from the company, such as mugs and key chains.
FSTL noted on its Facebook page that it is actually working on offering more merchandise options.
“We use the same little Philly company that always printed our shirts and it took some time to coordinate,” explained FSTL.
Lorynn Divita, associate professor of apparel merchandising at Baylor University, said the company benefited from the sheer authenticity and absurdity of the event “as opposed to a fabricated media stunt where a brand or company tries to buzz to orchestrate “.
The Four Seasons sells stickers for $ 5 a pop.
“Authenticity is so scarce these days when it comes to marketing and branding,” added Divita, author of Fashion Forecasting.
While we don’t know how much the Four Seasons will spend making these items, according to Divita, the standard retail price method for a product, or what is known as keystone markup, is to double the wholesale cost. This means that you would get 50% profit on one item.
Kerri Kleiner, who owns a company called Quench Promo (and has worked with Marketplace on marketing campaigns), said the wholesale price of a t-shirt can determine the range and depends on factors such as the types of materials used and production techniques.
But for $ 25, Kleiner said it looks like the Four Seasons are likely to be making a “pretty penny” out of their shirts.
However, attention might not be on them much longer.
“At the rate at which our news cycle is currently going, they have to strike while the iron is hot,” said Divita.
The Four Seasons has been very savvy on social media and tries to keep the momentum going. It recently posted a photo of its back parking lot and labeled it, “People’s Virtual Zoom Background!”
FSTL joins a number of companies, campaigns, and entrepreneurs who have turned viral moments into an opportunity to grow sales.
The Biden campaign was also mobilized at record speed after a fly landed on the head of Vice President Mike Pence during one of the debates and sold fly swatters on the Truth Over Flies line. Kylie Jenner began selling “Rise and Shine” hoodies after a video went viral in which she sang this musical catchphrase to her daughter. And Minnesota Public Radio created a series of raccoon merch after MPR officials documented a raccoon climbing a St. Paul building. (Full disclosure: Marketplace is a division of MPR.)
Divita said that nowadays companies can make goods faster and more conveniently than ever.
“You can react instantly to moments like this in ways that logistics just couldn’t do 10 or 15 years ago,” she said.
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