Yeti Coolers: Built for the Wild
Roy and Ryan Seiders were sick of the hassle of replacing cheap coolers that couldn’t keep up with their outdoor lifestyle. Founded by the brothers in 2006, Yeti Coolers had a simple mission at the upstart: build a durable cooler for every day use. However, most people, even the outdoor enthusiasts they were targeting, don’t necessarily use coolers every day and are not willing to pay a premium price for one. The challenge for Yeti was to convince their market otherwise and prove to people that the high-priced coolers were worth their money. Unheard of, the brothers set out to market their product to the world.
Much of Yeti’s success can be attributed to their ability to advertise their product to the right demographic. Knowing they weren’t likely to sell their coolers to just anyone looking to haul around beverages, the company engaged with its customers in familiar territory. They started out by targeting passionate outdoorsmen who were in need of the same type of equipment, and who would appreciate the Seider brothers were producing. Ultimately, this led to Yeti Coolers becoming a mainstream, multi-million dollar company. Strategically placing a product in front of the right people, accompanied by the right message, is an excellent way to activate your brand and let your consumer base spread the word for you. At Activ8 Media we design custom brand activation programs built around successfully reaching the specific market that your business may be after.
The coolers have been such a success that Yeti has also been able to effectively engage with its customers through social media platforms. Their #BuiltForTheWild campaign has seen massive interaction on Twitter and Instagram, where people share their outdoor stories and adventures, simultaneously activating the Yeti name to a greater audience. Implementing the correct social media exposure like this is something provided by Activ8 Media for clients through effective engagement strategies. Yeti specifically doesn’t try to sell you their coolers on social media and in their commercials; they sell you on a way of life. By marketing their brand as a lifestyle, Yeti has been able to increase its product line to include shirts, hats, personal drink coolers, and specific coolers for hunting, fishing, camping, and tailgating. For more information on how you can activ8 your business or brand to find success like Yeti, visit us at activ8media.com.
Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising, talent management, and social media for businesses, athletes and entertainers.