Earned media can be very powerful to a business but it cannot create it all by itself. The use of earned media is influential and can be seen through customer reviews. Earned media can also be seen through shares, posts and mentions.
Patagonia is a prime example of a company with earned media. They take a different marketing strategy than most as they try to convince consumers to help save the planet buy purchasing less but higher quality items.
This initiative they have started is called the Common Threads. Patagonia mentions on their website: “We design and sell things made to last and be useful. But we ask our customers not to buy from us what you don’t need or can’t really use. Everything we make–everything anyone makes–costs the planet more than it gives back.”
Patagonia doesn't focus on getting the most profit it can, it focuses on taking care of its customers and giving them high quality items. Their unique strategy has caused them to be talked about by many. It has created a ton of buzz marketing.
Patagonia's customer happiness can be seen throughout the positive reviews, mentions and comments on their Facebook page. As they post articles about how their clothing is vegan, consumers comment with their happy reactions and tag friends to share the news.
Patagonia goes one step further by helping consumers see how what they're buying is impacting the world. It shows customers how many gallons of water are needed to make products. It also shows how the gallons are equivalent to how much water a person needs daily.
Patagonia truly understands the need for social responsibility. They understand that their products do affect people and our planet. This is why they have received so much positive earned media. Below is an example of one of their advertisements. It surprisingly says the opposite of what you'd think it would.
Sources:
https://www.fastcompany.com/1681023/how-patagonia-makes-more-money-by-trying-to-make-less
https://inhabitat.com/patagonia-asks-people-to-learn-to-live-with-less/patagonia-dont-buy-this-jacket/
https://www.headcount.org/wilco-and-patagonia-get-behind-headcount/
Patagonia is a prime example of a company with earned media. They take a different marketing strategy than most as they try to convince consumers to help save the planet buy purchasing less but higher quality items.
This initiative they have started is called the Common Threads. Patagonia mentions on their website: “We design and sell things made to last and be useful. But we ask our customers not to buy from us what you don’t need or can’t really use. Everything we make–everything anyone makes–costs the planet more than it gives back.”
Patagonia doesn't focus on getting the most profit it can, it focuses on taking care of its customers and giving them high quality items. Their unique strategy has caused them to be talked about by many. It has created a ton of buzz marketing.
Patagonia's customer happiness can be seen throughout the positive reviews, mentions and comments on their Facebook page. As they post articles about how their clothing is vegan, consumers comment with their happy reactions and tag friends to share the news.
Patagonia goes one step further by helping consumers see how what they're buying is impacting the world. It shows customers how many gallons of water are needed to make products. It also shows how the gallons are equivalent to how much water a person needs daily.
Patagonia truly understands the need for social responsibility. They understand that their products do affect people and our planet. This is why they have received so much positive earned media. Below is an example of one of their advertisements. It surprisingly says the opposite of what you'd think it would.
Sources:
https://www.fastcompany.com/1681023/how-patagonia-makes-more-money-by-trying-to-make-less
https://inhabitat.com/patagonia-asks-people-to-learn-to-live-with-less/patagonia-dont-buy-this-jacket/
https://www.headcount.org/wilco-and-patagonia-get-behind-headcount/
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