Back in April I first wrote about the hottest brand uniform here in Philadelphia – North Face. Given what I just read about their new marketing movement, this is a good time for an update.
For the week ended October 18th, North Face had twice the share of their leading competitor Columbia in the outdoor apparel market. In order, the share for the top three were as follows: North Face 25.4 percent, Columbia 12.5 percent and Patagonia 9.7 percent. Based on their new marketing movement, these share numbers most probably will increase. Detailed below is a quick review of the different marketing touch points the veteran brand North Face will be utilizing:
- A new rendition of Woody Guthrie’s classic “This Land is Your Land” by the band My Morning Jacket. Their music video includes footage of active urban people (e.g., a woman running across the Brooklyn Bridge) in addition to their typical outdoor adventurers. Their tag: “Never stop exploring.”
- A dash of cause marketing. The song can be downloaded from iTunes for $1.29. Apple will get their usual share (one third) and the rest will go to the 21st Century Conversation Service Corps which hires veterans and at-risk people within the U.S. Interior Department. Note: North Face announced it is also contributing $250,000 to the cause.
- Their first 90-second spot went on TV November 9th during Sunday Night Football. Now they plan to run shorter 15 to 60 second spots on television and online.
- A partnership with Outside magazine that promotes outdoor outings at notable locations (e.g., white-water rafting in Colorado) where consumers are encouraged to submit photos of themselves online using the hashtag #SeeForYourSelf.
As a marketing geek, I value brands who implement marketing movements that pinpoint their brand’s MTP (Multiple Touch Points) – hybrid marketing, a blend of outbound and inbound marketing that both seeks out and engages their community. North Face is a perfect example of a hybrid marketer, specifically the way they leverage their recognizable brand logo as an integral building block when communicating their message.
North Face, America’s brand uniform. Black!