The secret to Yeti’s success: community marketing and internal marketing

Fast Company has named YETI one of this year's most innovative companies in advertising. Let's explore what they are excelling at and how these strategies can be applied to grow other businesses. This Austin, Texas-based retailer founded by the Seiders brothers has been in the market since 2006 but they recently boomed into a fast growing multi product company specializing in outdoor gear. Best known for its ice chests, vacuum-insulated cups and coolers, YETI is now gaining market share in luggage too. In 2023 the company reported sales for $1.6BB (10X growth in the last 10 years). 

One of the keys to Yeti’s marketing strategy is utilizing an internal marketing department rather than external marketing agencies. Yeti’s internal marketing team includes a creative studio with copywriters, designers and directors, social and PR, a brand team and a group called Community which works with Yeti’s brand ambassadors. Roughly 110 of Yeti’s 1,000 employees work on marketing, which also includes retail design for the company’s 20 stores.

The advantage of internal marketing teams vs external marketing firms is: 

→The team is more agile at making decisions. There are less processes and approvals required. 

→The team is more familiar with the brand DNA, inside professions more closely understand the company's goals and tend to be more accurate when designing and implementing strategies. 

→More realistic cost and KPIs scheme implemention. 

Furthermore, employees engaged in internal marketing are more likely to become emotionally connected to the brand.

Another very valuable aspect of this innovative company is its ability to build a strong and unique brand identity that resonates with its target audience. YETI has successfully built a community around its brand, fostering a sense of belonging and shared values among its customers. This community engagement amplifies brand advocacy and loyalty. YETI influenceS consumer behavior and purchasing decisions with their inspiring and aspirational lifestyle. Ray Li, CEO of Sene believes “Today, brand-building is not primarily through one-way communication via advertising. The new way is co-creation, enabling customers to build your brand with you,” 

As stated by Harvard Business Review: “Community is a potent strategy if it is approached with the right mind-set and skills. A strong brand community increases customer loyalty, lowers marketing costs, authenticates brand meanings, and yields an influx of ideas to grow the business. Through commitment, engagement, and support, companies can cultivate brand communities that deliver powerful returns. When you get community right, the benefits are irrefutable”.

Laura Gutiérrez 

grIP Venture Studio