Patagonia ad review for Seth’s modern marketing class

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.

patagonia-ad

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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.”
  6. 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.
  7. Publicity: No ideas here…
  8. 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.
  9. 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.
  10. 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.
  11. 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.
  12. 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)
  13. 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.
  14. 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!

4 thoughts on “Patagonia ad review for Seth’s modern marketing class”

  1. Messi dan CR7 Sama-sama ‘Panas’ Menjelang El Clasico

    Berita terbaru dan terkini Bola Soccer dari Agen Bola Indo11 –Jakarta – Pertemuan Real Madrid dan Barcelona jelas tak bisa dilepaskan dari sosok Cristiano Ronaldo dan Lionel Messi. Jelang El Clasico di akhir pekan ini, dua pemain terbaik dunia itu sama-sama tengah ‘panas’.

    Adalah Messi yang lebih dulu menunjukkan kesiapannya untuk tampil di El Clasico. Akhir pekan lalu dalam lanjutan Liga Spanyol, dia mencetak hat-trickuntuk membantu Barca meraih kemenangan telak 7-0 saat menjamu Osasuna.

    Agen Bola Indo11 Terpercaya –Atas tiga golnya itu Messi kini tercatat sebagai topskorer sepanjang masa Barcelona. Bintang asal Argentina itu sejauh ini sudah 371 kali menjebol gawang lawan-lawan Barca, di mana 344 di antaranya tercipta di pertandingan resmi sementara 27 sisanya datang di laga-laga persahabatan.

    Messi mematahkan rekor berusia 87 tahun milik Paulino Alcantara. Memperkuat Barca dalam kurun 1912 sampai 1927, Alcantara total menyumbang 369 gol.

    Tiga hari kemudian gantian Ronaldo yang unjuk gigi. Di ajang Liga Champions dia mencetak dua gol yang memberi Madrid kemenangan 3-1 saat menjamu Schalke 04.

    Sumber indo11.com

  2. Pernah Bela Madrid dan Barca, Ini Komentar Luis Enrique soal El Clasico

    Berita terbaru dan terkini Bola Soccer dari Agen Bola Indo11 –Vigo – Semasa masih aktif bermain, Luis Enrique pernah merasakan nuansa El Clasico di kubu Real Madrid dan Barcelona. Lantas apa komentarnya mengenai duel kedua tim di akhir pekan?

    Enrique, yang kini melatih Celta Vigo, tercatat menjadi penggawa Madrid periode 1991–1996. Masing-masing satu gelar juara La Liga, Copa del Rey dan Piala Super Spanyol ia menangi bersama Los Blancos.

    Agen Bola Indo11 Terpercaya –Menariknya, setelah kontraknya dengan Madrid habis pada tahun 1996, ia memutuskan hijrah ke klub rival abadi, Barcelona. Sampai saat ini Wikipediamencatat bahwa cuma ada total 20 pemain yang langsung pindah dari Madrid ke Barca atau sebaliknya.

    Kepindahan Enrique saat itu mengundang reaksi dari kubu suporter Madrid dan Barca, walaupun akhirnya ia berhasil merebut hati pendukung klub barunya. Sebelum pensiun bermain ia mempersembahkan masing-masing dua gelar La Liga dan Copa del Rey, dan masing-masing satu titel Piala Super Spanyol, Piala Winners, dan Piala Super Eropa untuk Los Cules.

    Sumber indo11.com

  3. Ronaldo dan Gol-golnya di El Clasico

    Berita terbaru dan terkini Bola Soccer dari Agen Bola Indo11 –Jakarta – Meski El Clasico selalu berjalan ketat dan sengit, namun tetap saja Cristiano Ronaldo bisa mengumpulkan banyak gol. Faktanya, Barcelona justru jadi salah satu sasaran favorit CR7 sejak dia tiba di Spanyol.

    Dikutip dari Marca, sejak gabung dengan Madrid di tahun 2009 lalu Ronaldo sudah menjalani 20 laga El Clasico. Dan dalam jumlah tersebut dia berhasil melesakkan 12 gol. Itu artinya dia rata-rata mencetak 1,2 gol setiap dua pertandingan.

    Agen Bola Indo11 Terpercaya –Dengan statistik tersebut, Barcelona adalah klub kelima yang paling sering dijebol Ronaldo di Spanyol. Mantan pemain Manchester United itu juga punya koleksi 12 gol dari pertemuan-pertemuan dengan Atletico Madrid.

    Klub yang paling sering dijebol gawangnya oleh Ronaldo adalah Getafe dan Sevilla, yang masing-masing sudah 15 kali digelontor pemain terbaik dunia itu. Sementara ke gawang Malaga, CR7 punya koleksi 13 gol.

    Sumber indo11.com

    sdew

  4. Rooney Tak Menyangka Musim MU Bakal Seberat Ini

    Berita terbaru dan terkini Bola Soccer dari Agen Bola Indo11 –Manchester – Performa Manchester United turun drastis pasca ditinggal Sir Alex Ferguson. Wayne Rooney mengaku tak meyangka bahwa MU akan menjalani musim seberat ini.

    Pergantian kursi manajer dari Ferguson kepada David Moyes belum menciptakan hasil yang positif. Satu-satunya harapan bagi MU hanya tinggal Liga Champions, di mana mereka sukses menembus perempatfinal.

    Namun, untuk juara MU jelas dihadapkan tugas maha berat. Mengingat penampilan mereka yang di bawah ekspektasi, calon lawan-lawan Rooney cs pun bisa dibilang lebih kuat.

    Agen Bola Indo11 Terpercaya –Di kompetisi domestik, MU tidak banyak bicara. Setelah tersingkir di Piala Liga Inggris dan Piala FA, MU juga terseok-seok di Premier League dan terancam gagal finis di empat besar usai tertinggal 18 poin dari pemimpin klasemen sementara, Chelsea padahal kompetisi tinggal menyisakan sembilan laga.

    “Selalu akan berat ketika Sir Alex pergi,” ungkap Rooney di Guardian. “Jelas, hal itu adalah sebuah perubahan yang sangat besar jadi kami tahu kami akan menjalani momen yang berat tapi kami tidak menyangka akan seberat ini.”

    Sumber indo11.com

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