• How Yakima Won My Heart

    Posted on June 23rd, 2011 by and currently 2 commenting.

    Have you ever had the sudden realization that a brand is doing an incredibly good job of communicating with you? That they’ve subtly lured you into liking them and recommending their products?

    Maybe it’s because I tow line in the industry everyday, but I’m pretty skeptical of most marketing. Perhaps I have a touch too much of “don’t bullshit a bullshitter” complex. Either way, I opened an email from a company last week and my un-checked gut reaction was, “I can’t believe I’m going to say this, but I think I really identify with this brand.” The company was Yakima (1), and they make rack systems that help you carry things on your car.

    Tasting your own medicine is a weird experience, so I sat back from my computer and thought, “why in the world do I like Yakima so much?” As I began to list the reasons, I realized that they might be good lessons to share. As with so many good things, the answer is simpler than you might think.

    So, Yakima, how did you win my heart?

    First, you made (and make) an incredible product.

    • My relationship with Yakima began when a friend gave me a few really old, beat-up roof mounts that happened to fit my car. I fitted them with some bars and have hauled bikes, kayaks, skis, coffee tables, yard equipment and more. They’ve been perched on my vehicle for years and have never missed a beat. When the need arose to carry a few more bikes, I decided to get a hitch-mount rack to cut down on wind-resistance and fuel usage. I was impressed with my roof mounts, so I bough another Yakima product. I’ve given the new carrier as much beating as my roof-rack in half the time: it’s moved three 30+ lb. bikes (that aren’t cheap) across the United States and back, makes weekly trips to my local trails, and has served as a shuttle for several bike races. Other than a few scratches, which I think add character, the thing is a tank. When I put gear on my racks, I strap it in and don’t have to worry. Ever. Even if I’m driving 3000 miles.

    Second, your communications, both in creative and messaging, have been spot-on.

    • I understand that I’m likely one of your ideal customers: a young professional who spends as many weekends as possible transporting all sorts of gear into the great outdoors. Even so, you’ve done a great job of portraying my lifestyle. I know by looking at your competition (and their different audience). The other guys often show epic scenes that exist only in my dream vacations, and most of the cars wearing their racks are similar to the luxury vehicles my parents were able to afford after driving jalopies for half a century. Needless to say, I’m not going to be rolling a european all-wheel-drive up to a slope side time-share in Aspen anytime soon. (Not a bad audience to have as a marketer, though.) It’s not that I don’t aspire to go on a dream adventure one day, it’s just that the people in those pictures aren’t me, and they shouldn’t be. When you send me emails, I could almost replace the people in the ads with pictures of my riding buddies at the local hill. It feels congruent, not distant. When I compare your imagery with the other guys’, I look at the Yakima pictures and think, “I would fit in with those people.” (I know that they’re probably models who don’t actually do any outdoor sports, but hey, it’s marketing.)

    • I unsubscribe from multiple mailing lists every week. It seems like whenever I purchase something online, even if I specify that I don’t want to receive emails, the machines figure out a way to send me some annoying marketing email. But you’ve always been respectful when you talk to me, Yakima. I’m pretty sure that I signed up for your email list after seeing a brilliant campaign (remember the petition for the 3-day weekend? (2)). Ever since, you’ve sent me occasional messages that are well-written, contain season-appropriate reminders about the outdoors, and take only a few moments to read. You know, now that I think about it, I don’t even know how often you send me emails, which is probably part of the reason I haven’t unsubscribed. I do know that I like it when they show up in my inbox. Also, you don’t promote deals often, but when you do they are really valuable. I don’t feel like you’re constantly trying to sell me.

    So thank you, Yakima. I’m going to continue wreaking havoc on your bullet-proof products and reading your helpful, unobtrusive, perfectly-occasional emails. Keep on creating great content and never serving your customers gimmicks. It pays off in the long run. Next up? Community among your loud and proud fans.

    • (1) You can find the rack-makers here.
    • (2) You can read about the 3-day weekend campaign here.

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  • http://www.theuniuni.com/ Payton_vege

    Amazing write-up! This could aid plenty of people find out more about this particular issue. Are you keen to integrate video clips coupled with these? It would absolutely help out. Your conclusion was spot on and thanks to you; I probably won’t have to describe everything to my pals. I can simply direct them here!