More is better. This consumption-based philosophy seems to pervade our way of thinking, our way of doing business, our choices and actions—in short, our way of everything. Most companies base their success on bringing in increasing amounts of revenue, creating more products, and growing more customers. It’s a ‘constant growth = survival’ formula. But is it sustainable?
Patagonia CEO Yvon Chouinard doesn’t necessarily agree with this “more is better” approach. I watched an interview with Chouinard and was inspired by his message and his candor about the constant struggle he feels between running a successful company and its impact on the planet. I thought this message offered many implications for the marketing and PR world.
The Patagonia mission
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”–Patagonia’s Mission Statement
Patagonia is in the fortunate position of having an all-powerful brand and needs only to dedicate a very small percentage of its budget to marketing. Often when they do advertise it’s a message based on their mission to protect the planet and help educate us all on how to be “responsible citizens” versus “consumers.” This is a message that resonates with the Patagonia customer. Remember the “don’t buy this jacket” campaign the company ran on Black Friday?
Patagonia doesn’t really need to advertise. Their products seem to “sell themselves.” This, of course, doesn’t happen overnight for a company. It comes from a careful, thoughtful approach to business planning, developing a quality product and building a loyal customer following. It’s figuring out what you do best and consistently doing it well.
So many channels, so little time and attention
It’s easy to get distracted today by the multitude of ways to reach your customers. There are the more traditional marketing activities: events, news releases, direct mail, in-store promotions, coupons, brochures, catalogs, print ads, etc. When you add in social media options, there is a seemingly endless list of marketing channels available. Every day there seems to be another social media tool to evaluate and test. (And we all like new and shiny.)
Does that mean you should be using them all (more channels are better)? Of course not. Each of these channels has their strengths and limitations. Some will provide you with a better way to reach your customers than others.
More isn’t better
So what’s the answer for the companies out there still struggling to find the “magic” formula for marketing success? Well, I’ll give you a hint. The answer is not necessarily more marketing—and it’s not necessarily making more products.
If your marketing efforts (or your products) are falling short, stop. Reassess. Just because you can do more, it doesn’t mean you should. Get back to basics. What is your mission? How do your products or services put your values into action? Figure out what it is that your company does best and do it well. Identify your customers (target audience). Learn everything you can about their behaviors and preferences. Then determine the best way to reach them. No more. No less.
Call it efficient marketing. Call it lean marketing. Call it values-based. If you’re trying to do everything, for all people, through all channels, you’ll end up diluting your efforts. Take a lesson from Patagonia…more isn’t always better.
Are you trying to do too much with your marketing? Are you trying to be all things for all people? Is it time to get back to basics and refine your focus? Is it time to do less, but do it better?
