American 50 Sharp Marketing Creative Seven: "Moosejaw Crazy"

People always think that to attract and maintain customers is a serious matter, in fact, not necessarily. American Outdoor equipment and http://www.aliyun.com/zixun/aggregation/12774.html > apparel retailer Moosejaw, which opened in 1992, may be the first company to put fun and melt consumers on top of everything. While other companies are talking about the bottom line and consumer trends, Moosejaw is talking about "what's more interesting". Moosejaw loudly announcing his motto: "We Love madness." "What is known as" Moosejaw Madness "has contributed to 60% of Moosejaw's sales in the past 5 years. Moosejaw's founder, Robertwolfe, said: "It's the idiotic behavior in marketing that resonates with consumers." ”

It's a challenge to capture young clients. Most of the Moosejaw users are more than 10 or more than 20 years old. "We have the youngest population sample in the industry," Wolfe said. Their phones are in the bag, they are always texting and they expect to be entertained. "For young people today, the most effective way of marketing is to be unreasonable." Different from the serious authority image of the leisure equipment brand, Moosejaw is a young and cool brand. Moosejaw's tactics look right.

Wolfe said: "Madness is the most important part of Moosejaw." It separates us from our competitors and builds customer loyalty through interaction and entertainment. People can buy jackets from anyone, but no one can make them happy like we do. ”

In the Moosejaw shop, consumers can find fun. They can dance on the counter, turn on the music, and roam around. Moosejaw's Indy Bishop said: "Everything we do has crazy elements." "We don't do Father's Day sale, but we put out ' dad, can I borrow 20 dollars?" Activities。 All of our catalogs, envelopes, ads, and products are conveying this personality. “

In order to win the loyalty of online consumers, Moosejaw decided to recreate the atmosphere of bricks and cement online. The result is the introduction of the "Moosejaw Madness" section. The site became a catalyst for all the Moosejaw stores ' frenzied activity. Wolfe said: "Moosejaw Madness is our site to get the second highest click of the part." It offers a lot of crazy entertainment and games for shoppers. A lot of people come to the site for fun, but the result is to buy something. Most of the experience is fun. They would talk about us to their 12 friends, and in the end all these people were entertained by us. "Entertainment consumers look very effective, from 2005 to 2006, site sales increased by 49%."

The Internet and other technologies enable companies to entertain consumers in ways that offline stores cannot use-downloading podcasts, playing movies on mobile phones, posting photos, and communicating with companies at any time using the Internet and mobile phones. Consumers can't go to the store every day, but they can surf the internet every day. Wolfe said: "In the physical store, if you want to put consumer photos on the top of the company banner, all the photos printed on the more expensive, and limited space." The internet does not have these two concerns. Today our online madness is better than the store. ”

The "Moosejaw Madness" section of the site does not include any sales product features. It's just a perverse consumer gathering place online. People can post mountain photos and outfit Moosejaw flags to listen to "Grandma's podcast". Can play rock and scissors game to win products. Ask for dating advice and take a quiz. and many other things. Specifically:

1, every day playing stone knife cloth game, if won, you can get their choice of goods 20% discount.

2. Writing advice on how to date a girl

3, participate in the blog

4. Post interesting movie reviews.

In "Moosejaw madness", there are often very strange problems arise. A problem, the recovery rate of the lowest 20%, the highest number of 705. Mr. Wolfe said it was a crazy number.

Moosejaw through blogs, daily reviews, corporate sites and text messages to those who sign up for e-mail to ask consumers to "fall in love with madness."

Wolfe said: "You can post your own fun, listen to daily podcasts, send emails for heterosexual dating advice or just read the" crazy part "of the site. If you are not having fun shopping at our site and one of the stores, there must be some mistake. People regularly return to our site to see what idiotic words our site recently posted. ”

Moosejaw also bundled the madness with advanced technology to ensure that its consumers often return to the site. For product information, the site provides comparison tools, zoom capabilities, site search, pictures. The site also has podcasts. Before they created a marketing product and keep in touch with the customer SMS technology. Now they find the technology too expensive, so they are developing systems that enable business functions on web phones and PDAs.

Wolfe said: "The combination of madness and advanced technology." This is our original consumer loyalty strategy. We also employ three of technologies that are rare in electronic retailing: Mobile text messaging, podcasts, and e-commerce via mobile phones and PDAs. ”

Source of information:

http://www.internetretailer.com/internet/marketing-conference/74193-fidelity-factor.html http:// www.internetretailer.com/internet/marketing-conference/01408- Moosejaw-mountaineering-management-mad-about-madness.html Http://www.moosejawpr.com/pr/moosejaw_mountaineering_ ma.php