NATURE’s Marketing
By: Caleb Lothian
“Get
Out There”, words of wisdom from the very successful organization known as, Nature Valley. The name speaks for
itself, there is no denying that Nature Valley’s target market are individuals
who contain a deep passion for the outdoors.
They
do an incredible job partnering with fellow companies and organizations who contain
the same goals and values as their own. This, in turn, plays a key role in
their success. As we learned through the use of the Practice Marketing Simulation,
promotion and getting your name out there is vital to a company’s growth and development.
Promoting your brand and products through the use of extended and external services,
such as the credibility and awareness of other organizations, I believe, is one
of Nature Valley’s main marketing schemes. These partners consist of:
Nature Valley has made it clear that
they, “believe that the great outdoors is a wonderland of possibility” (www.naturevalley.com). Therefore, it
would only make sense to partner with groups who feel the same way.
They have partnered with the National
Parks Conservation Association in order to partake in the continuation of
restoration projects of the national parks within the United States.
They have partnered with “The First
Tee” due to the fact that golf is a healthy and active sport that promotes the
joy of playing in nature. This has led to their sponsorship of the “First Tee
Open at Pebble Beach”.
They have also partnered with Vail
Resorts because this company provides a place for Nature Valley’s consumers to
rest their heads after tearing up the mountain throughout all seasons.
Finally, they have partnered with the
Wilderness Inquiry in order to promote family fun within the outdoors, or even
in their backyards.
(Information gathered from http://www.naturevalley.com/partnerships/)
Why is this all important? It promotes the brand of Nature Valley. There are many individuals who are associated with these other organizations and will now be connected and introduced to Nature Valley, if they have not already, due to Nature Valleys Involvement with target markets of other market segments.
(Information gathered from http://www.naturevalley.com/partnerships/)
Why is this all important? It promotes the brand of Nature Valley. There are many individuals who are associated with these other organizations and will now be connected and introduced to Nature Valley, if they have not already, due to Nature Valleys Involvement with target markets of other market segments.
Nature Valley does not limit their promotional
efforts just to the connections made through promotional marketing and
sponsorships. They create commercials and advertisements that speak to a
variety of individuals. They, like many successful companies, understand the
value of emotions. One commercial that stood out to me while researching their
company was their commercial featuring a blind adventurer, Erik Weihenmayer. The
point of this commercial was to inspire and play with the heart strings on its
viewers. Throughout the commercial, we see Erik hiking through the wilderness
and mountains with his daughter. You do not see struggle upon the face of Erik,
rather, you see joy and happiness.
Erik says it himself, “I believe nature is
full of energy. Learn to see it through a different set of eyes. Fill your
lungs with it, listen to its sounds. Each one has something to say, and explore
all its different sensations. The trees, the rivers, the mountains, the sun,
and the wind, I discover something different every time. This is nature, see it
or not, it always fills you with energy” (Erik Weihenmayer, https://www.youtube.com/watch?v=xGAv8w6J9Uw).
Words
of wisdom from those who a provided with a challenge in life always hits home
and makes me step back and think about my current outlook on life. I feel inspired
and motivated to make a difference in the world. Nature Valley does an
excellent job inspiring consumers to not let anything hold you back from doing
what you want to do as well as inspiring consumers to experience this with
their products at your side.
If
Erik can do it, why can’t you. Nature Valley is, in a way, challenging you to
do something with your time and not letting life’s misfortunes control your
decisions. Hiking allows an individual to see the beauty of the world that we
live in, but Nature Valley, with the help of Erik, prove that it isn’t always
about what you see but what you feel.
Take a look at this commercial, it is remarkable to see
how Nature Valley used what many people see as a misfortune and turned it into
a story of inspiration and a source of promotion.
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