Building a Brand that Lasts: A Look at YETI's "Gear for Life" Funnel

YETI isn’t your ordinary cooler company. It’s a symbol of adventure and the outdoors. Renowned for their premium coolers boasting unmatched durability and ice retention, YETI has become the go-to brand of serious outdoor enthusiasts

What sets them apart?

Let’s find out and take a deep dive into YETI’s funnel and learn how to build a brand that resonates with your audience for the long haul.

Targeting the Right Adventurer

YETI doesn’t aim for mass appeal. Their ideal customer — the dedicated adventurer. One with a higher disposable income and willingness to invest in top-tier equipment. After all, they're not trying to compete with brands that sell $40 coolers that you can get at a big box store.

Browsing through their social media channels, you’ll notice that they work with outdoor and adventure influencers to help them get their message across.

If you find this funnel breakdown insightful, do me a sweet one and check out my Resources page whenever you sign up for a tool I recommend.

Building Brand Affinity at the Top of the Funnel

YETI’s content marketing strategy is a masterclass in storytelling. It is particularly noticeable in their blog content, which has captivating stories that will transport you to breathtaking landscapes, of course, with YETI coolers.

Their social media posts look equally aspirational, with stunning visuals of coolers keeping catches fresh and drinks icy in the middle of epic adventures.

These foster rapport with the brand and position YETI as a trusted companion for creating unforgettable memories out in the wild.

Here’s how YETI tailors their content marketing strategy to align with their audience:

• Use captivating stories and aspirational visuals in their blog content.

• Showcase stunning visuals of YETI products in the wild.

They can do this by identifying their ideal customer and creating a buyer persona. Here’s how you can do the same:

• Research your audience by gathering data from social media or customer surveys.

• Identify your key demographics by looking at their age, income, location, and education.

• Understand their pain points by determining what challenges they face.

• Use the persona by tailoring your marketing messages and strategies to resonate with them.

For a brand looking to develop a content strategy focused on creating valuable content, I recommend using WordPress to build your blog and website. Elementor is a lifesaver for that drag-and-drop design functionality, so you can make one without writing a single line of code.

Guiding Users Through the Customer Journey

The YETI website is a seamless extension of their brand narrative. Reading product descriptions, you’ll find they go beyond listing specifications. They emphasize the benefits of using their products, allowing you to associate your activities with the brand.

You can also find customer testimonials and reviews that are prominently displayed, reinforcing real-world performance.

All these social proof elements help build trust with potential buyers.

Here’s what we can learn from YETI’s approach to marketing that we can use for your product or service:

• Be relatable and authentic

• Use value and quality to justify your price

• Prioritize benefits instead of listing down specs

• Don’t be afraid to innovate

For ecommerce brands, your product descriptions must be clear and concise and highlight the benefits. Display customer testimonials and reviews to show confidence in your products and services, building trust.

WooCommerce will have all these features ready to go without you worrying about manually setting them up.

Nurturing Customer Loyalty

The YETI experience doesn’t end after you purchase one of their coolers or other products. They cultivate customer loyalty through strategic post-purchase initiatives. There’s also an affiliate program that incentivizes brand advocacy.

To further nurture customer loyalty, they run targeted and personalized email campaigns offering exclusive discounts on new products. This promotes a sense of community and appreciation from the top down to their customers.

These efforts ensure YETI remains top-of-mind and encourages customers to become lifelong brand loyalists.

Implementing a similar loyalty or VIP program with exclusive benefits as a brand nurtures customer relationships and encourages repeat business. Re-engaging past customers with personalized offers is the key, especially with a niche audience.

If you’re looking for a tool to help you achieve this, MyRewards for WooCommerce is free and worth considering.

More Tools to Implement

• Create a buyer persona with HubSpot’s Make My Persona tool.

• Nurture leads with SMS and email campaigns through ActiveCampaign.

The “Gear for Life” Advantage

YETI builds brand strength that transcends product sales by focusing on quality, durability, and customer experience. They cultivate a community of passionate advocates who trust YETI coolers and embody the adventurous spirit they represent.

To build your funnel, here are some takeaways to implement in your brand:

• Know your tribe - Define your ideal customer profile. Know their interests and aspirations so we can tailor our marketing efforts to resonate with them.

• Content is king - Develop a content strategy that educates, entertains, and positions your brand as a trusted authority.

• Seamless customer journey - Craft a user experience highlighting your brand’s value proposition and building trust at every touchpoint.

• Nurture relationships - Implement strategies to retain customers and turn them into brand ambassadors in the long term.

YETI’s success hinges on its core principle of building a brand that endures. By learning from their approach, you can forge deeper connections with your audience and build a brand that resonates for years.

In our next newsletter, we’ll break down more funnels that will provide actionable strategies to turn your visitors into customers.