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Transcript of Patagonia
What We Do...
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
The Footprint Chronicles
1% For The Planet
Current Marketing Efforts
Social Media Networks
Word Of Mouth
•Demographically: educated upper-middle to upper class men aging from 18 to 65, regions where consumers tend to have an appeal to outdoor activities.
•Psychographically: people who are environmentally conscious, care about giving back to the community, outdoor savvy individuals, nature lovers
Raise awareness of environmental initiatives
Gain a larger awareness in the Midwest
Make the brand more 'Everyday'
Increase our consumer’s awareness of our environmental initiatives by 25%.
Patagonia also wanted to increase a more broad and universal awareness (not just targeted toward ‘outdoor’ activities) of our clothing lines by 20%
best outdoor picture
prize: feature on cover and $500 certificate
Collaboration with Whole Foods
spend $500 earn a $10 certificate
Increase consumer awareness of environmental initiatives by 25%
Increase clothing purchased for everyday use by 20%
Increase percentage of women in customer base by 15%
“Escape with Patagonia”
Male ad aired on CBS during “Survivor”
Female ad aired on TLC during daytime and early evening shows
Mother Earth News
Home & Garden Magazine
"Escape with Patagonia"
International Sportmen's Exposition
target customers in a central spot
reduced publicity costs