CEMK-1150_GroupAssignement_YETI_Presentation

Into your daily life AD CAMPAIGN GROUP ASSIGNMENT

“Experience the untamed with Yeti cups. Crafted to endure the harshest environments Yeti cups bring wilderness to your daily routine. Explore the fusion of style and sustainability as you keep your beverages at the perfect temperature. Yeti, where nature meets design!”

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Projet Presentation

Our team has chosen the Yeti cups as the product we will highlight. Yeti has gained popularity among outdoor enthusiasts for their excellent sustainable collections, and specifically for the insulating properties of their cups, tumblers, and bottles.

Although the Yeti products are famous for their ruggedness and durability for outdoor adventures, we are proposing to expand their niche by creating a marketing strategy which will focus on promoting the Yeti cups to an audience that might already enjoy the products for certain recreational activities but not for their daily routines.

To reach our goal, we have discussed the following:

Who is the Target Audience?

City professionals and non-professionals alike value convenience, quality, and style. They might bring the Yeti drinkware to hydrate while pursuing their weekend activities, without considering using it at the office or at the gym. With this marketing campaign, we will effectively highlight the versatility and adaptability of Yeti cups for their daily routines.

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Key Segments

Targeting key segments for Yeti travel mug can power valuable information and insight on our target market and what they want and need from our brand and products, let’s not forget expect from us as a brand. We target eco friendly/conscious consumers that are worried about one time use plastic and paper cups in landfills and appreciate the reusable mugs. Our consumers are outdoor enthusiasts who need a durable and reliable product for their outdoor adventures. We can also use Psychographic Segmentation to better understand the thought process of our target market. Understanding their motives for outdoor living and choosing to live a healthy lifestyle. This will also help us understand the pains and gains of our target market. Helping us create/improve products according to our findings.

Demographic Segmentation will also allow us to better understand why customers are shopping for a high price travel mug over a cheaper travel mug. Understand what exactly they are willing and not willing to pay for. Also, how much they are willing to pay for our product repeatedly. Are they willing to pay for multiple? Are they wanting a one and done? Will they pay for a Yeti cooler or shaker? All these questions need to be focus on when creating campaigns and developing new products.

• Early 30s to mid 60s

• Canadian or American living in a city but

• Has a cottage 1-2 hours away from their home

• Enjoys quality or quantity

• Works a 9-5 corporate job

• Hobbies included - Cycling, hiking, fishing, rock climbing and running (OUTDOORS)

• Coommuters and TravellersNeed a travel mug they can rely on

• Annual camping trips with family or friends

• Salary over $80,000 per year

• Eco Conscious Consumer

• Coffee or Tea drinker

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Our Marketing Strategy:

Showcase how these cups can seamlessly fit into various moments of the day, from the morning commute to office meetings, to leaving the office for the evening workouts or the walk home. We will advertise on multiple social platforms, like Facebook, Instagram, TikTok and LinkedIn, and on city locations that will draw the attention of our target audience on billboards, metro, buses.

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A series of commercials for Yeti.

Along with the photographs of about six (6) individuals at work with their Yeti cups, we will introduce an engaging series of short videos that provide a glimpse into their lives as they embark on their daily routines. This innovative series will follow these characters, showcasing their unique journeys from the comfort of their homes to the bustling environment of their workplaces, while highlighting their reliance on the Yeti cups.

Each story will unfold as we follow each individual from home into the energetic world of their workplaces. We will see the Yeti cups prominently displayed on desks or in hand, ready to fuel their productivity and keep them hydrated. These versatile cups help them keep pace with their busy schedules, and at the end of their working day, when they leave the o ce to pursue some physical activity such as going to the gym, going for a power walk, getting on their bicycle, etc., they will be the perfect vessel for post-workout refreshments.

The videos will appear at different times. We will realize that all these characters share the same workplace. We will see them meet at the water fountain, in the kitchen as they pour co ee or tea into their cups, at the conference table or at their desks, or while they discuss their current projects.

Through the course of the series, we will also create a weave of budding friendships and a love story between two individuals, following the example of the Taster’s Choice commercial from the 1980s and 1990s that we mentioned in class (Anthony Head—Taster’s Choice Commercial—Bing video). The audience followed that romance for many years, and we are convinced that this series would engage a large audience.

The videos would capture the essence of our characters’ lives while highlighting the indispensable role of the Yeti cup in their daily rituals, from home to work, and even to the gym. These stories would establish the Yeti cup as the optimal choice for those who value quality, style, performance, and sustainability, along with friendship and romance in their daily life.

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Content Marketing and Influencer Collaborations::

Through photographs, videos, and blog posts, we will tell stories of real individuals who use Yeti cups for their busy city lives. The content will demonstrate the versatility of Yeti cups in urban settings. We aim to partner with city-based “personalities”, including active professionals and non-professionals who already use Yeti cups in their daily routines. Their authentic personal experiences and endorsements can resonate strongly with the target audience.

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User-Generated Content:

To stimulate a sense of community among the urban target audience, we will encourage customers to share their stories with their own Yeti cups on Facebook, and other social platforms, using a dedicated hashtag, further promoting the brand.

I love how YETI accommodates my needs at home, at the office and when I am outdoors enjoying nature. I have my cup of coffee when I wake up in my Yeti stackable mug, then I enjoy a warm latte while in the office using the Yeti Rambler Straw Cup and I can sip a hot tea from my Yeti Bottle while hiking. Yeti is truly adaptive to any place for any need.

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Cross-Promotions:

We will collaborate with office suppliers to offer joint promotions, i.e., customers purchasing supplies can receive a discount on Yeti cups or vice versa, encouraging cross-category purchases.

Office Partnerships:

We will target local coffee and tea shops to become official suppliers of Yeti cups by adding their brand on the cups. We will also promote workplace wellness by providing incentives for companies to adopt these products as part of their goal to be more environmentally friendly.

Sustainability Messaging:

We will focus on Yeti’s commitment to sustainability by emphasizing the durability of their products and encouraging less single-use plastic consumption to reduce our environmental footprint.

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Conclusion:

By effectively linking Yeti cups to the lifestyles of active professional and nonprofessional city dwellers, this marketing strategy aims to establish Yeti as the optimal choice for those who value quality, style, performance, and sustainability in their daily life. Leveraging the already outstanding reputation of Yeti, we can considerably expand the brand’s reach within this growing market segment.

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Credits:

Joseane Brunelle

Samantha Cusano

Crina Bildea

Alex Vanegas

Valérie Bourque

Note: All lifestyle images are previews from AdobeStock photo since it’s for educational purposes.

Into your daily life