It’s hard for me not to notice when I see a company say not to buy its product. In fact, I don’t recall ever seeing that prior to last week. That’s when I came across this Patagonia email from Cyber Monday that was shared on Google+ by Spin Sucks.
The immediate reaction is: “What are they thinking”? But this is actually a great piece of marketing on Patagonia’s part. It grabs attention (not an easy task for email marketers). It demonstrates the company’s concern for the environment. And it does all of this while clearly differentiating its product. Whether you endorse the strategy or not, you have to agree it’s creative.
I’ll admit the email may not move the sales needle as much in the short term. After all, they’re saying we shouldn’t buy their stuff! When I do need a jacket, however, the email might just spur me on to check out their jacket, and maybe even buy it.
What do you think?
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.