When you think of Patagonia, you think of high-quality, expensive outdoor clothing (either that, or you think of the region of South America known for its stunning landscapes — but we’re talking about the clothing retailer here). What you expect from a company like Patagonia is advertising that harps on the value and quality of their product. What you don’t expect is advertising that discourages you from buying their clothes altogether.
And yet, this is exactly what Patagonia has done with their holiday advertising campaigns for the past two years. In an article this past week on Fast Company, we learned that Patagonia ran ads in the New York Times that simply stated “Don’t Buy This Jacket” — on Black Friday, no less! The company even went to the trouble to explain why consumers shouldn’t buy it (which, in case you’re curious, is because each jacket they produce leaves behind two-thirds its weight in waste).
This seems like quite a risky move for any company that’s trying to remain profitable, and yet the company is having the best years in its history. How come?
The answer is tied to their brand. Patagonia has found a way to balance their business and their brand promise by investing in the environment, and by creating features like The Footprint Chronicles, which allows consumers to track the environmental impact of Patagonia’s clothing items. Let’s take a look at a few ways that Patagonia is using this strategy to promote their brand, and what lessons we can take away for our own businesses:
What Patagonia’s strategy boils down to is trust. By discouraging sales and being honest about the waste created by their clothing, they gain the trust of consumers who no longer view them as a profit machine. This is a great lesson for SMB marketers who are trying to gain a loyal fanbase. When it comes to your customers, honesty is always the best policy, even if it means being honest about something that you’re not exactly proud of. Your customers want to know that they can trust you, so try to provide a transparent look at your product roadmap, be realistic about your timelines, and be open to their comments and feedback.
Establish a Connection
Patagonia is devoted to making clothing for outdoor aficionados, which means their customer-base is probably pretty invested in the environment. By aligning their brand with their customers’ interests, they create another way to connect with consumers. This is a smart move that marketers should try to emulate. Do your customers have any interests in common? They may not all be into hiking, but perhaps they all have an interest in the marketing or startup industries. See how your company can get involved, even if it’s just by attending industry or community events, or sponsoring workshops for aspiring startups.
Discover Your Brand Evangelists
Through a combination of honesty and involvement in consumers’ interests, Patagonia has established a firm foundation of brand evangelists who will still buy their products even though they know what it takes to make them. And when you look at it that way (honesty + involvement = brand evangelists), it really doesn’t sound all that hard, does it? This is a formula that you can try out at your own business. Converting consumers into brand evangelists is an important part of building your brand. You want people who will stand by your brand over your competitors, and who will speak positively of your company to other people (like potential customers!).
While we can’t all expect to be able to discourage consumers from buying our products and still see the same stellar sales, Patagonia’s bold marketing strategy can teach marketers a lot about building a brand. Do you have any thoughts on their risky move? Let us know in the comments!
Image source can be found here.