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We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Log in or go back to the homepage. Published on October 06, Yeti is reinventing the utilitarian cooler as a status symbol. Named for the abominable snowman, Yeti is shaking up the market for coolers with high-end, nearly-indestructible models built for outdoor enthusiasts like hunters and fishermen.
Now the brand, which has shown expolsive growth in recent in years, is trying to remain authentic in its messaging to those groups while branching out into new markets. Yeti helped launch the premium cooler category when it debuted its first high-quality, hard-case model six years ago.
Its best sellers are small and medium hard-case coolers that fit in the back of a truck or car. Clearly, this is not your grandmother's ice chest. The company cast the cooler "as a thing that was meant to last, meant to be used, and was built as tough as it possibly could be.
The price didn't really matter. The Austin-based brand is popular in the South and Southeast and is trying to carve out a space for itself in the Midwest and the Pacific Northwest. It's also extending into lifestyle markets like the barbeque world.
The biggest challenge for Yeti in conquering new markets is convincing consumers to pay hundreds of dollars for a cooler. The brand pushes performance and relies heavily on professional endorsements from the hunting, fishing and barbeque communities.
It also uses endemic marketing for magazines and TV to take Yeti's message directly to the markets it wants to reach. Advertising Age Player Yeti's coolers are "grizzly proof," which is an actual certification by Interagency Grizzly Bear Committee, not just marketing jargon.
And they're designed to keep ice cold for long periods of time, sometimes days, depending on the temperature and preparation.
But Yeti says most of its consumers will never actually use those benefits. Maynard said Yeti sponsors 72 hunting and fishing programs on the Outdoor Channel along with marketing on Sportsman, Pursuit and World Fishing Network.
It also made a "sizeable investment" in addressable TV this year, he said, targeting households based on their behaviors to reach them during any program they're watching. From a manpower standpoint, Yeti's strongest marketing effort is through social media.
The brand leverages its sponsorships to get endorsements from outdoor celebrities like hunter Jim Shockey, fisherman Flip Pallot and Aaron Franklin, owner of the Austin-based Franklin Barbeque. The stars spread the Yeti message to their followers in their own words, helping the brand connect with consumers.
Yeti also uses apparel and other merchandising to turn its customers into brand "ambassadors. Now, it sells branded hats, T-shirts, bottle openers and other gear - sometimes to consumers who don't own a Yeti cooler.
Igloo's Yukon, which launched inand Coleman's Esky Series, released this year, both advertise high-performance and durability designed for outdoorsmen and women. Other brands like Engel, Grizzly, Orca and Pelican also offer similar products.
Yeti is evolving its product line to keep an edge over its competitors. The brand introduced drinkware and soft-sided coolers this year, which Mr.
Maynard said were big hits. Yeti also ramped up manufacturing to meet what it termed the "unbelievable" demand for its stainless-steel, insulated tumblers. It also sold out of its soft-sided cooler, dubbed "The Hopper," within 48 hours after it was announced to the hunting and fishing trade community in July, he said.
Maynard, when asked about his competitors.If you are a JM2 Webdesigners & Marketing customer your blog articles, restaurant menu, real estate listings, and job postings will automatically flow into Business YETI.
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Business Marketing What the YETI “cult” can teach you about marketing success. Yeti Coolers’ Content Marketing October 23, by Staff In Glenn’s most recent blog post at Twin Cities Business Magazine, he discusses innovative marketing strategies by becoming a marketplace “disruptor,” using Yeti Coolers as an example.
Yeti is the Range Rover of cold. Its overbuilt Sherpa coolers hit the market in priced between $ and $ a pop, an astounding premium--"10X," as Roy likes to label it--over the average.