For class, I was told to post my thoughts on this ad in public. I can’t think of a better place to post it than here on the blog. It may not interest some of you, but I think many will be able to see what we’re doing here. If you’ve got a background in marketing or if you get what I’m saying in this post, please comment. I’d love to see what feedback you have or what you think about it.
By the way, if you’re interested in the class, here’s how to get it for $6.15. 😀
Here it goes.
The lesson is to list out the “P’s” of marketing that are associated with this ad. Let’s see if I can get all 14 they use. Here’s what I think and why.
- Positioning: They are filling a slot in the consumer’s mind that “imagines a world where we take only what nature can replace”. That’s a niche and a very powerful one. Not everyone cares, but if you do, you REALLY do.
- Pricing: If it does what it says it will, I really don’t care. They also promise to repair and reuse if at all possible. The people that want this don’t care what the price is. We all find the money to pay for what we want.
- Placement: They have invested in creating a product that can be shared which means they focus on “life space”. They ask the consumer to recycle it, to share it, to hand it down when they’re done. This gets it into more hands and spreads the brand name to other people that would use a product like it.
- Promotion: They are promoting it as something you want without all the stuff you don’t. They also promote their “why” which is to keep this stuff out of landfills. This helps it spread because the consumer doesn’t want to just chunk it out.
- Permission: The “don’t by this jacket” really says “I’m not trying to sell you this jacket, I’m selling you the idea of it.” That means the consumer buys all the goes along with it and the product itself is that much better because they value it higher. It’s not just a jacket at this point.”
- Purple: They made something remarkable because it stands out from all the other jackets and brands. As in the point above, the consumer of Patagonia doesn’t buy a jacket, they buy the story. The story is strange in the world of ski wear, apparently. That makes it spread.
- Publicity: No ideas here…
- Public relations: They totally tell an awesome story here. Again, not selling a jacket but rather the fact that you’re buying something different, worth-while and will be contributing to a brand that wants to keep the earth healthy.
- Placebo: All the things this jacket is sold for help to feed into making it a better product. The jacket may or may not be better than North Face or another similar brand. But the consumer of this jacket believes it is because of the story they have told themselves.
- Pavlov: In the ad the “our part”, “your part” thing does exactly this. It teaches the consumer that if you do your part, we’ll do ours and vice versa.
- Persistence: They’ve been telling this story for a long time. It’s built into the brand itself, it’s not a marketing tactic or catchy slogan.
- Place: Having this product creates a sense that I’m doing better for the world. That helps with their story and helps the consumer feel better about purchasing. It reminds them of the good person they are (whether they are or not)
- Personalization: The brand leads the person to believe that this jacket was made specifically for them. Even though there’s 5 million ones just like it, this one was made just for them. And when they are done with it, pass it on because it will be made specifically for that next person that needs it as well.
- People Like Us: Creates a sense of doing good a community. I imagine when someone wearing this brand sees another person wearing it they automatically have a connection with them. They both know each other is doing better for the earth. People like us wear jackets like this.
So there’s my take on what this brand stands for. If anyone can fill in #7 for me, go for it. How does this help you understand your brand? What P’s are you using and how?
And remember, you can still join the class for only $6.15 for new Skillshare members. Hope to see you!