Research the company Patagonia and review their website. Identify ways that this

Question

Research the company Patagonia and review their website. Identify ways that this company focuses on listening to their customers and discuss this in terms of the textbook chapter concepts. Be sure to include ideas from "Trending NOW" in the middle of your chapter at the bottom of the page. Discuss what Patagonia does to encourage feedback from social media. Include information from a recent business article, you have read that relates to listening and communication. Include your "References" page as outlined.

Explanation / Answer

Patagonia is a outwear apparel selling US company. The company is known for its social media gimmicks and creative promotional posts. In 2004, they had published an article stating, “Don’t buy this shirt unless you need it”. This was a very creative way to draw attention of the consumers towards the new clothing line. Again in the year 2011, they had come up with a one-page newspaper advertisement with the tagline, ”Don’t buy this Jacket”.

Their gimmick of playing on the reverse psychology of the consumers has fared quite well as the sales of the company has almost doubled in 4 years. Reverse psychology is basically a technique used to influence others, by promoting an exactly opposite idea. Many people take it as a challenge when asked not to do a thing. This promotional idea brought relative attention to the products of the company and is quite interesting marketing and promotional approach.

Patagonia is an excellent example of a company that has leveraged on the positive attributes of social media for its success. They have a dedicated blog for customers called “The Cleanest line” which has served as a great platform for the company to highlight details about their products. The company uses Facebook page for marketing and promotions. Twitter handle is used to directly interact with the consumers and solve their queries. Patagonia even has dedicated Facebook and Twitter page for each of its store. This has proved quite good for the company as it has encouraged localized discussions and feedback process has been facilitated to a great extent.

https://www.mediapost.com/publications/article/241420/what-social-media-marketers-can-learn-from-patagon.html

https://digiday.com/marketing/retailer-patagonias-2012-social-media-priorities/

Related Questions

Navigate

• Browse (All)
• Browse R
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.