That’s the number 1 priority of Lululemon‘s approach to consumer engagement, according to CEO Christine Day.
“We don’t do gift-giving and we don’t do, like, special promotions, discounts, whatever…That’s not our MO, and we don’t do big advertising.”
Instead, the ridiculously popular brand focuses on grass roots events and experiential marketing. It also utilizes ambassadors, providing them with product and merchandise and inviting them to teach yoga for free in its stores.
It’s a simple, tried-and-true model that shuns big spending on traditional communications in favor of more personal, high-touch experiences.
We’re DISRUPTIVE, and we approve of this (though we’re not nearly as flexible as we’d like to be…)!