Talking About Marketing Lessons With Inc.
- Know Your Audience
- Spend Your Media Dollars Wisely
- Keep An Ear To The Ground
- Embrace Novelty
- Select Your Brand Ambassador Wisely
- Accept The Mayhem And Embrace Your Constraints
Excerpt from the article:
Good marketing is about taking risks and innovating in a way that propels your brand forward. The best companies make a habit of it, creating momentum and noise with impressive regularity. And the Australian underwear brand Tradie is no exception. In just 6 years, it has shot to become the second best selling underwear and workwear brand in Australia with sales in excess of $60m a year at retail, a huge feat for a market where the top players are indelibly entrenched. Here are 6 lessons we can learn from Tradie, a brand that has mastered iconic ideas and the art of powerful story telling.
1. Know Your Audience
Tradie underwear was designed for hard working Australian men and women. These tradesmen, or 'Tradies' are honest, hard workers that don't take life, or themselves, too seriously. The product was designed to be tough and durable, with a healthy dose of humor. Tradie proudly declared that it wasn't for the fancy suit-wearing office types; it was for the average guy and girl; the 'real' Australians. They knew their audience intimately and honed in on the aspiration that comes with being the honest, no-fuss, Australian larrikin and owned it. Their brand ambassadors include people like former Rugby player Nick "Honey Badger" Cummins, who was known as much for his comical post-game interviews as he was his performance.
Read the full article at Inc.
