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What the YETI “cult” can teach you about marketing success

YETI has built a cult following for their 300 dollar cooler. Confused? Don’t be. This story isn’t rocket science; just good old fashioned product innovation and saavy marketing at their finest.

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The rise of YETI

Here at The American Genius, we feel the term “cult” gets a bad name. In fact, we find it beautiful. It’s the product of keeping promises and delivering remarkable experiences to consumers time and time again until they have no choice but to love a product or service unconditionally. That’s not just gold for your business, but it’s a grand human experience to build a relationship founded on trust and loyalty (and a leeeeeetle bit of fanaticism).

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We’ve written about cult followings before, like the Crossfit craze. However, we can understand if you’re a bit skeptical when we tell you that a company making coolers is cultivating a similar craze amongst consumers. However, the facts don’t lie. In six years, YETI sales grew from $9 million to $450 million. Sales are so strong, they can barely keep certain products in stock.

All this over a 300 dollar cooler. Yep, 300 dollars for something you usually pick up for no more than 50 bucks at any no-name Walmart.

Confused? Don’t be. This story isn’t rocket science; just good old fashioned product innovation and saavy marketing at their finest:

YETI didn’t just make a better cooler; they made a luxury product

Those janky, $50 Walmart coolers don’t cost much for a reason; their functionality is a bit limited. So, there’s plenty to improve on. But a Yeti Cooler isn’t just an improvement; it’s damn near perfect.

It’s practically indestructible. So indestructible that it’s grizzly proof. It also keeps ice frozen for a long-time. Long enough that you will still have ice after a long weekend trip in many cases. Combine those things together, and it’s not hard to believe that when a fire engulfed a vehicle, the YETI Cooler and the ice inside it survived the inferno.

Excessive? For most, maybe. However, there’s a beauty in its utilitarian luxury. And they have expanded this utilitarian luxury beyond coolers to products ranging from tumblers to soft-side coolers to bottle openers.

It’s not uncommon to find brands that succeed on a platform of relentless perfection of their product; Apple, Harley Davidson and Ferrari come to mind. Consumer trust in the quality of the product, be it durability or user-friendliness, forms a strong foundation for a relationship with your customers. Here, Austin-based YETI is no different, and more than ever, it’s necessary to be remarkable to achieve the business success you want.

Marketing to aspirations

YETI Cooler’s marketing focuses intently on the ideal outdoorsy lifestyle, and it has kept that focus throughout the product’s lifetime.

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“The aspirational use and the actual use don’t always have to be the same thing,” said YETI’s VP of Marketing Corey Maynard. “We want our communication to stay as absolutely authentic to the hardcore user from the hardcore user as we possibly can.”

Influencers aren’t just Instagram yoga girls

From the beginning, YETI has marketed the cooler to people like the founders; passionate and respected outdoorsmen whose passions drove them to own the latest and greatest gear.  To do this, they hired influential guides and fisherman as brand ambassadors. They also sponsored programming on hunting and fishing TV stations. All of these early efforts earned the trust and recommendation of “influencers” and “prosumers.”

“Those commercials didn’t reach millions of people, but the people that they did reach were the most serious hunters and fisherman,” Maynard said. “So it would reach 100,000 or so hardcore hunters and fishermen who would be the person within their circle of friends who their buddies would ask about the latest gear.”

When they did land the sale, YETI made sure they could advertise that too. In the beginning, the company handed out stickers and hats with each cooler sale as a way to kick start conversations about the brand.

All of these factors created a “grassroots marketing goldmine,” where word-of-mouth made a lot of difference. That, combined with the aspirational messaging, creates a tribe where consumers feel included as a part of something bigger than themselves. So, as you go about marketing your business, consider these key concepts in your model. It could be just what you need to take your business to the next level.

This story was first published on May 6, 2016.

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Born in Boston and raised in California, Connor arrived in Texas for college and was (lovingly) ensnared by southern hospitality and copious helpings of queso. As an SEO professional, he lives and breathes online marketing and its impact on businesses. His loves include disc-related sports, a pint of a top-notch craft beer, historical non-fiction novels, and Austin's live music scene.

Business Marketing

Ten podcasts that every business owner should hear

(MARKETING) If you’re a business and want to learn something, give one of (or all of) these ten podcasts a listen.

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headphones listen podcasts

So many choices, so little time

As podcasts grow more and more popular, it has become increasingly difficult to sort through the sea of excellent options out there.

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From interviews with business leaders to industry specific advice from experts, podcasts are an incredible free and convenient way to get a small dose of inspiration and knowledge.

Business podcasts for your listening enojoyment

This short list offers just a taste of the myriad of business podcasts available. Whether you’re an aspiring entrepreneur looking for some tips on breaking into a new industry or a seasoned vet hoping to get some new inspiration, we hope you’ll find something here worth listening to.

How I Built This, hosted by Guy Raz.

Podcast fans will recognize Guy Raz’s name (and voice) from TED Radio Hour. While that show can be a great source of inspiration for businesses, one of the most consistently inspiring shows is his new project that shares stories and insight from some of the biggest business leaders in the world. In just four months, Guy has talked to everyone from Richard Branson and Mark Cuban to L.A. Reid and Suroosh Alvi. While there are plenty of excellent interview-driven shows with entrepreneurs, if you want to hear about the world’s best known companies, this is your best bet.

The Art of Charm, hosted by Jordan and AJ Harbinger.

The Art of Charm is a business podcast by definition, but the advice it provides will definitely help you in other parts of your day-to-day life as well. With over three million listens a month, the incredibly populat show provides advice, strategies and insight into how to network effectively and advance your career and personal life.

StartUp, hosted by Alex Blumberg and Lisa Chow.

If you’re an entrepreneur, there is no excuse not to be listening to StartUp, the award-winning business podcast from Gimlet Media. The show’s talented hosts come from incredible radio shows like Planet Money and This American Life and bring a top-notch level of storytelling to the show, which provides behind the scenes looks at what it is actually like to start a company. Now on the fourth season, StartUp is one of those business podcasts that even people not interested in business will get a kick out of.

The Whole Whale Podcast, hosted by George Weiner.

One of the best things about podcasts is the wide variety of niche shows available that go in-depth into fascinating topics. One of those shows is the Whole Whale Podcast, which shares stories about data and technology in the non-profit sector. You’ll get detailed analysis, expert knowledge and can hear from a long list of social impact leaders from Greenpeace, Change.org, Kiva, Teach For America and more.

Social Pros Podcast, hosted by Jay Baer and Adam Brown.

Navigating the surplus of social media guides online can be a nightmare, so look no further thna Social Pros. Recent episodes talk about reaching college students on social media, the rise of messaging apps, and making better video content for Facebook. Plus, there are great case-studies with companies doing social right, like Kellogg’s, Coca Cola and Lenscrafters.

Entrepreneur on Fire, hosted by John Lee Dumas.

One of the original entrepreneurship shows, Entrepreneur on Fire has logged over 1,500 episodes with successful business leaders sharing tips, lessons and advice learned from their worst entrepreneurial moments. Sometimes humorous, sometimes heartbreaking, always inspiring, this show is sure to have at least one interview with someone you can learn from.

The $100 MBA, hosted by Omar Zenhom.

Think of The $100 MBA as a full-fledged business program in snack-sized portions. The daily ten minute business lessons are based on real world applications and cover everything from marketing to techology and more. Cue this show up on your commute to or from work and watch your knowledge grow.

This Week in Startups, hosted by Jason Calacanis.

This is your audio version of TechCrunch, Gizmodo or dare we say The American Genius. Each week, a guest entrepreneur joins the show to talk about what is happening in tech right now. You’ll get news about companies with buzz, updates on big tech news and even some insider gossip.

The Side Hustle Show, hosted by Nick Loper.

This is the show if you want answers for the big question so many entrepreneurs face. How do I turn my part-time hustle into a real job? Featuring topics such as passive income ideas, niche sites, and self-publishing, host Nick Loper is upfront and honest about the tough world of side hustles. The show features actionable tips and an engaging energy, and may just be that final push you need to grow your gig.

Back To Work, hosted by Merlin Mann and Dan Benjamin.
Focused on the basics that you don’t think about, Back To Work looks deep into our working lives by analyzing things like workflow, email habits and personal motivation. Somewhere between self-help and business advice, Back To Work takes on a new topic relating to productivity each week.

#LearnSomething

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Business Marketing

Use your love of the past as a niche marketing tool for your business today

(MARKETING) A market that is making waves is found in the form of entertainment nostalgia.

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Likeminded interests

Is it just me or does it seem like there is something for everything nowadays? Let me clarify, as that is a rather broad question…

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With the way communicating through technology has advanced, it’s become much easier to connect with those who have shared interests. This has become especially evident with interests in the entertainment community.

Entertainment nostalgia

It now seems like there is an event for every bit of nostalgia you can imagine. Autograph shows, meet and greets, and memorabilia collections of all kinds are held in convention halls all around the world. (To give you an idea of how deep this thing goes, there was a “Grease 2” reunion convention sometime within the last five years. Being that I’m the only person I’ve ever met who likes that movie, it’s amazing that it found an audience.)

This idea of marketing by use of nostalgia is something that is becoming smartly tapped and there are a variety of directions it can go in.

For example, the new Domino’s ads feature dead-on tributes to “Ferris Bueller’s Day Off.”

What’s your niche?

If you’re a fan of anything, it’s likely that you can find an event to suit your needs.

And, if you want to take it a step further, you can think outside the box and use nostalgia as a marketing tool.

I recently began dabbling in social media gigs that have brought me to a few different fan conventions. One was a throwback 80s and 90s convention that featured everyone from Alan Thicke to the members of N*SYNC. Another is a recurring convention that brings together fans of sci-fi, horror, and everything under that umbrella.

I was amazed by the number of people that came out to these events and the amount of money that was spent on the day’s activities (autographs, photo ops, etc.). I was energized by the fact that you can take something you have a great appreciation for and bring together others who share that feeling. Watching people meet some of their favorite celebrities is something that is priceless.

Hop onboard the nostalgia train

If you’re a fan of something, you don’t have to look too far to find what you’d enjoy — going back to the aforementioned “Ferris Bueller” example, there is a first-ever John Hughes fan event taking place in Chicago next month that will bring fans to their favorite Brat Pack members.

In the same thought, if you have an idea, now is the time to find others who share that interest and execute your vision.

#Nostalgia

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Business Marketing

Get a personalized daily checklist for your digital marketing strategy

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

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clearpath digital marketing

Check!

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

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Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

How does ClearPath work?

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website. If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

A great start

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

ClearPath is currently in beta. Check out their website to learn more.

#ClearPath

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