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7 Companies With Good Marketing Strategies

Friday, December 29, 2023

7 Companies With Good Marketing Strategies

The world of marketing is constantly evolving.

Having great products or a good service doesn’t always cut it.

Yes, your product has to be great, but your marketing has to be as good if not better. Remember if nobody knows you, or your business – it doesn’t matter how good of a product or a service you have.

In this blog, I’ll go over a few companies that have adapted best in this new age of digital marketing.

Companies with good marketing strategies that keep them relevant and up with the times–how they started, and what they did that worked.

I’ll start with one that’s made itself into a household name worldwide.

1. Apple

Apple

This is a company that doesn’t need much of an introduction. Everyone knows Apple and, by extension, most people can tell you a thing or two about its founder, Steve Jobs.

That in itself is a testament to the long-standing success of Apple’s marketing strategy.

The success started 22 years ago when Steve Jobs took the very first iPod out of his pocket. “A 1,000 Tunes In Your Pocket”.

This very event cemented two of the key marketing strategies Apple still uses today:

Product Innovation and Brand Identity.

In a world full of bulky phones and numeric keypads, the iPod was revolutionary in its sleek design, simplicity, and user-friendly, touchscreen interface.

While it wasn’t the smart music player in the market, it was definitely the first modern music player.

Not only did Apple meet the changing needs of customers, but they also shaped their preferences.

Ask any Apple loyalist then and now why they bought the iPod or an iPhone and they’ll tell you the exact three things I mentioned before: sleek design, simplicity, and user-friendliness.

One other thing that they’re not telling you, though, is that they also buy it for the “hype”.

The mere image Apple built as a brand is synonymous with premium products, innovation, exclusivity, and scarcity.

You’ll see it with every new latest iPhone’s release and the success of their sales despite the steep price point.

That’s the power of having an identity in the market.

2. Amazon

Amazon

The guy is trying to go against the Tesla wizkid, but for now, if you look at what he’s built from a local bookstore to a behemoth – you have to say he has some brass balls.

From not generating profit for over 10+ years and spending millions of dollars into negative, many thought he was nuts.

Although his main goal was to take over the market. Which requires a lot of patience, grit, and eat sh*t for a long period of time.

There is a law against these types of companies, in which you cannot take over a certain percentage of the market.

With only one exception.

IF it’s good for the market – you can.

And who else is wanting to say “Yeah we don’t want 2-day shipping and cheap products?” Not a single person.

Innovative Customer-Obsessed Culture Approach

If you look at Amazon’s customer support – it is probably one of the best customer supports in the world.

That's not me saying it, that is the customer saying it. IF a customer says your support is fantastic – you have an amazing product.

So many focus on the marketing, which is crucial, or the sales, which is also crucial, but you have to take care of the backend as well, not just the front end.

Amazon has gone ahead and mastered both. By staying negative for over 10+ years to acquire a big chunk of the pie, as well as mastering customer support as a forefront.

I always say it is easier to keep a customer than it is to acquire one. I have customers that have been on Planet Dan for over 40+ years. Why?

Because we are also customer-focused. We think long-term, not just a quick cash grab and run for the hills. This also drives operations excellence in the entire company and creates a culture for growth.

People want to work at places that not only care but grow as their customer base grows. And Amazon has done that.

So that’s why they’re on this list. Which brings up another story…

3. Nike

Nike

Nike is one of the world’s largest and most widely recognized sports and lifestyle brands, and it was founded by former track and field coach Bill Bowerman and Phil Knight, Bill’s former student.

I highly recommend reading Shoe Dog by Phil Knight, as it gives you an idea of what Phil went through.

Anyways, as the story goes, Bill experimented with his wife’s waffle maker to design a better tread for running shoes.

He ruined the waffle maker, but he also came out with a brand new type of shoe that he later used to create the first Nike shoe, and the rest is history.

Over the years Nike has employed various marketing strategies.

From the iconic “Just Do It” slogan to the emotional branding of its advertising campaigns.

However, none are as prominent as Nike’s long history with athlete endorsement.

Athlete Endorsement

Endorsements are a strategy used most by companies that are attempting to stay afloat in a highly saturated market.

By this point, customers don’t believe in claims or mechanisms anymore, so the key goal here is to identify and resonate with your customers. To build likeability and popularity.

Think of it like seeing your favorite fitness influencer endorsing a diet plan.

You’re not sure if it’ll work, but you’re convinced to try because of the emotional connection and trust that you already have with the person using it.

Athlete endorsements from famous athletes such as Michael Jordan, LeBron James, Serena Williams, and many others create a strong emotional connection with the customers who see these influential people as role models.

This marketing strategy enhances Nike’s perceived value and trustworthiness even in the oversaturated market of sportswear.

4. Tesla

Tesla

Have you considered buying an electric car? If the answer is yes, then you know very well what this next company is about.

Tesla is an electric vehicle and clean energy company most recognized as a pioneer in the electric vehicle industry.

The company was founded by Martin Eberhard and Marc Tarpenning, however, it was Elon Musk’s influence on Tesla that secured its overall success. (Much more can be found in Walter Isaacson’s new book called Elon Musk.)

Key milestones in Tesla’s history include the release of the Tesla Roadster, the first commercially available electric sports car, and then later models like the Model S, Model X, Model 3, and Model Y, named in a similarly confusing manner to the iPhone and received just as successfully.

The company’s focus on performance, range, and innovation has been vital to its success in the electric vehicle market.

Innovative Product Launches

Because of Tesla’s focus on innovation and performance, the company’s product launches are often treated like highly anticipated events.

Customers expect their new products to be new, exciting, and technologically advanced. This all generates the media coverage and buzz marketing that contributes to the company’s good marketing strategy.

A current example of this is the release of Tesla’s new Cybertruck.

This long-awaited entry into the pickup market has been building up hype for four years since Elon first announced it in 2019, and it isn’t hard to see why.

The Cybertruck is notably angular and futuristic, with a polygonal design that makes a huge departure from the traditional style of pickup trucks.

And even after the brief blunder from Elon’s viral demo of the truck, the company still went on to rack up an estimated 2 million pre-orders since then.

Why?

Because it’s interestingly different, exciting, and exclusive. It matches their target’s expectations to the T.

5. Airbnb

Airbnb

The good ol’ hotel innovators – if you haven’t heard of AirBnb, it’s the new kids on the block Brian Chesky, Joe Gebbia, and Nathan Blecharczyk.

Three friends went through the Entrepreneurial journey of renting out an air mattress and living in their room to pay for rent.

They say, when your back is against the wall – your mind works differently, and it does. So they started a brand new company called Air Bed & Breakfast, or in short: AirBnB.

After being founded in 2015 – its aim was – as it is for any startup – to acquire new customers and keep them on the platform. It soon partnered up with the Rio Olympic Games – and has continued to grow ever since.

On their mission to take over the hotel space, they built an app. Very similar to a hotel booking platform but for any house, any apartment, anywhere.

Owners can now rent out rooms, apartments, homes for travelers and book through the app based on their own preferences.

The App also provides a bunch of doohickeys and gifts and accommodations for the travelers to convert them into customers.

Content Marketing and User-generated content

Content marketing is a marketing approach focused on creating and distributing valuable, relevant, and consistent content to engage with a target audience.

You provide information or solutions that align with your audience’s interests and in return, you get trust and brand awareness.

When people want to travel, they go to social media and look for people posting travel guides, testimonials, highlights, etc.

A tourism-oriented company like Airbnb banks on this assumption for most of its marketing strategies, investing in content marketing to create and post engaging stories and blog content that showcase unique properties and experiences, inspiring readers to travel and book.

On the other hand, UGC or User-Generated Content means any content such as text, images, videos, or reviews, created by users or customers rather than the brand itself.

Airbnb utilizes this strategy by encouraging users and hosts alike to share testimonials, experiences, and photos on social media. User-generated content like this serves as an authentic and valuable endorsement that helps build trust among potential guests.

6. IKEA

IKEA

Known for its functional and affordable furniture, IKEA is a behemoth Swedish company that designs and sells ready-to-assemble furniture, appliances, and home accessories.

Ingvar Kamprad founded the company at just 17 years old, with a vision to create well-designed, functional, and affordable furniture for the masses.

Through his vision, leadership, and innovative business strategies, IKEA has become one of the world’s largest and most recognizable furniture retailers.

His goal was to offer quality products at the lowest price possible, so he instilled a culture of careful cost management at every stage of the business, from production and distribution to marketing.

The company’s success is attributed not only to its product design but also to its unique retail model that promotes a self-service concept, flat-packaging, and, of course, the famous IKEA showroom layout stores.

Affordable Pricing

A core aspect of IKEA’s unique marketing strategy is offering products at affordable prices. The company focuses on providing value instead of just profit and offers functional and stylish furniture at price points that are accessible to a broader consumer base.

A few key elements of IKEA’s approach include:


  • Leveraging economies of scale by producing products in mass quantity
  • ​Flat-packaging and self-assembly to reduce storage space and transportation costs
  • Designing stores with a minimalist approach to reduce operating costs, minimize construction and maintenance expenses
  • ​Utilizing limited-time promotions and discounts strategically to encourage purchases during specific periods

7. ClickFunnels

ClickFunnels

I think Russell has done a tremendous job when it comes to creating ClickFunnels, and especially when he’s trying to do the impossible with ClickFunnels 2.0 – it is quite remarkable if you look at it from a long enough time horizon.

In the multimedia book Russell and I recently worked on, called Magnetic Story Selling, he tells the beautiful story of the dumb venture capitalist who couldn’t grasp what Russell was explaining, about how he whipped two competing, enormously well-funded, VC backed software firms, taking ClickFunnels to $100-Million in 36 months.

The company was born when two young men thought that building a successful funnel was just too frustrating to handle. Thus, Russell Brunson and Todd Dickerson got together and mapped out their dream software.

If you’re not aware yet, ClickFunnels is an online sales funnel builder and marketing platform designed to help businesses create effective and efficient sales funnels for their products or services.

The platform provides an all-in-one solution for everything you would need to create and optimize sales funnels without the need for technical expertise.

Linchpin

Russell Brunson’s framework is the fruit of his labor, conceived from his studies and understanding of business evolution over the last century.

And in the most basic sense, the Linchpin Framework is about creating an irresistible offer that makes your business indispensable to your target market.

It revolves around continuity and the idea of making your presence constant to your audience by giving away value and gifts to drive enrollment and traffic continuously.

Now this was only inspired after he saw my framework of the “MIFGE”, which stands for Most Incredible Free Gift Ever.

I’ve been running our NO B.S. Newsletter for a long time, and our main source of new customer acquisition was our MIFGE. You can check out our current MIFGE at nobsletter.com

Onto the subject…

Here’s a simplified breakdown of its components:

  • Value Ladder: This represents the progression of value that you offer, from low-ticket to high-ticket offers.
  • Newsletters: This allows you to give up-to-date information and value to people inside your list and is the most essential way to monetize your offers.
  • Irresistible Offer Creation: Create an offer so compelling that your audience can’t refuse. Also known as MIFGE’s, or Most Incredible Free Gift Ever.
  • Continuity: It’s like what I always say–continuity ensures you get paid, even when you’re sleeping.
  • Attractive Character Flywheel: The face of your business or brand. The person who shows up in video shorts to drive traffic to your newsletters and low ticket offers.

If utilized efficiently, this framework can become the catalyst for any business trying to form a better connection with its customers.

With all that being said, if you’re racking your head right now for the best marketing strategy ideas, it’s important you remember that there is no “best way”.

Marketing strategies do not come in a one-size-fits-all solution. Every brand has its audience, and it solves different problems for different pain points with different solutions.

Therefore, the best way to craft a marketing strategy relies on knowing you, your brand, and your target market, best.

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