YETI coolers, standing desks, and why marketing is everything we do
I bought two things over the holidays and was blown away by both of them. One was a YETI cooler as a gift to my sister and the other was a Floyd standing desk as a gift to myself (and to my future healthier self). These items are more than just products, they are experiences. They are easy to use and they inspire the user. Both of these companies understand the premise of my new book, Marketing is Everything We Do. Does your company do everything it can possibly do to help your customers at every stage of the buying process? When people buy your product or service, do they immediately feel like they’ve joined a club? Do your products motivate users to actually change their lives? They can and they should. It’s easier than you think.
Let’s start with Floyd standing desks. Floyd is a 7-year-old company out of Detroit founded on principles of sustainability and durability. Check out their site to understand what I believe is an authentic “vibe.” The branding speaks directly to prospects in a clear, concise manner without pretense. Reading about the desk and the reviews convinced me to give it a try.
Floyd’s communication was personal and timely throughout the entire process. They let me know the date when it was to be built, something I had never seen before. When they got behind schedule due to the Thanksgiving holiday, they sent me an alert. And when I reached out to them for a new arrival date, I immediately heard back from a real person, not a robot.
When the desk arrived, the packaging was meticulous, and assembly instructions second-to-none. Again, the messaging was personal and casual. I was directed to a how-to video that was well made and proved invaluable. Everything was created with empathy, from the labels on the screws to the cord management clips.
Most impressive was the desk itself after assembly. The desk is one of the sturdiest pieces of furniture I own and when I use the electronic controls to raise and lower the desk, I feel like I’m operating a precision instrument. And because the desk works as promised, I’m standing more and feeling better, so I can honestly say it has changed my life.
Everything Floyd did in the process of creating and delivering this product is marketing. Their decision to create a mission to fight against the throw-away culture, their communication during production, the way they wrote the instructions. All of these things were done by putting themselves in the shoes of the customer, not to get rich quick. By serving others first, not themselves, they achieved growth.
That brings us to YETI. You’ve probably heard about this brand and its cult following. Before purchasing, I found lots of online videos by reviewers and those testimonials made an impact. After purchasing, the content provided by YETI has been as impressive as the product itself. YETI makes a purchaser feel like an owner, not just a buyer. What’s the difference? We are told right away we now have something special – something that will allow us to be more adventurous.
YETI is all about getting out and doing things. I usually annoyed by the barrage of emails I get following an online purchase, but I savor the YETI emails. Did I say savor? I guess I did. But hey – who creates a promotion with musicians’ road crews and Spotify? That’s creative and, might I say, “cooler” than anything I’ve seen in a while. I can’t help but want more YETI items and, more importantly, to use them as an excuse to get out and explore!
I write in my book that my friend, Jim Gilmore, has my favorite definition of a brand: the promise of an experience. Floyd and YETI delivered on the total experience. Believe it or not, just a few minutes after composing the previous sentence, I got another email from YETI. The subject line? “Did YETI keep its promise?” And the text: “Your feedback plays a huge role in how we improve and develop our products. Let us know how you use it, what could be better and what you'd love to see from us in the future. We're listening.”
What brands do you use that change your behaviors and even the person you are just because you use them? How can you create those experiences for your customers? To start with, map out the entire buying process from research to purchase to delivery to use. Write it from the customers’ perspective. Ask yourself if there’s anything else you can do to improve communications at each stage, essentially holding the customer's hand while getting them excited about the brand.
How do you want your customers to feel after doing business with you? Try to bottle that feeling at every step, not just at the end. Remember, marketing is everything you do every step of the way. And at its core, marketing is serving others, not ourselves. Success will follow. Promise.
Managing the "M" in O&M contracts
4yGreat article, these firms also show that the price tag can be overcome by the experience. Floyds ability to track production of your product helps the buyer feel like they are getting the special treatment.
Executive Coach, Vice President of Organizational Development
4yGreat article! You’ve got me thinking, Dave. Thanks!
Help CEOs build scalable and sustainable growth engines to overcome sales, EBITDA, innovation, and brand management challenges. B2C, B2B, Private Equity, Consumer, Healthcare.
4yDave - Appreciate the specific examples cited - thanks.
Growth-Driven Marketing Strategy | Multi-Passionate Entrepreneur | Speaker | Roofing, Manufacturing & Architectural Products
4yGreat article! I love that Floyd took the opportunity to create another positive customer touchpoint (when the desk was being manufactured), rather than simply dismissing it as a standard part of operations. I love transparency. P.S. We're obsessed with YETI over here at the moment as well.
Finance Director, Specialty Region
4yFantastic article and very thought provoking! Thank you for sharing - hope you are doing well!