My personal passion for marketing lies in the brands creating meaningful connections with its consumers. What fuels my fire is getting the having the ability to create those connections and establish long-term relationships and building communities.
Vancouver-based sports equipment company, MEC, has undergone a 4 year rebrand that has received fantastic reviews. Canadian Business sat down and spoke to CEO David Labistour about the entire process. MEC has provided product offerings that cater to a larger demographic, ranging from back-country sports to everyday yoga. Btu what intrigued me the most about this rebrand was their focus on understanding the importance of building a community with their brand.
In class we discussed the customer funnel, the one that encompasses brand awareness down to repeat purchases and recommendations. What MEC has done in relation to this funnel example is that they have transformed their communication channels- their website, social media channels, and in-store communication- to build a MEC community. Their funnel most likely looks like the “Magician’s hat.” They have provided content and information that caters to this demographic to make the community thrive. They have created a bond between the consumer and the brand that will not only increase purchasing frequency, but creates positive word of mouth. By understanding the importance of creating meaningful relationships with consumers through relevant digital marketing, brands are capable of quickening the consumer decision journey and convert more of them into loyal customers.
