Harnessing the Power of Social: Be Authentic
This is the inaugural post of a new series titled, “Harnessing the Power of Social”, created to help companies begin their journey on social media. Each post will provide insights on how top brands are using social channels to engage their audience and how companies can implement the same practices into their digital strategy.
Early mornings. Doorbuster deals. Large crowds. Although spending predictions are nearing $8.8 billion, REI has already decided that they are going to be doing something different this Black Friday.
REI’s #OptOutside Campaign
Instead of having individuals run from store to store, outdoor gear and sporting good retailer REI, is encouraging its customers and employees to enjoy the great outdoors. All 143 REI stores will be closed on Black Friday. The company has set up a special microsite, optoutside.rei.com, which encourages individuals to share their moments with the hashtag #OptOutside. In addition to creating and uploading their own graphics, visitors to the site can type in their zip code and find local trails nearby.
While other major Big Box companies like Walmart, Target, Best Buy and other companies set their sights for another year’s notorious Black Friday bonanza, REI is taking the road less traveled by opting out of this commercial holiday after Thanksgiving. And it’s good for their reputation.
Why is REI doing this?
President and CEO Jerry Stritzke explains on the firm’s site, “For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth. We’re a different kind of company — and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us.”
Although it is still a little more than three weeks away, REI’s genuine move has already been well received.
The Key Takeaway: Being Authentic Pays Off
For REI, Black Friday has consistently been a top 10 sales day. Their decision to close their stores is a bold move; one that looks past their profits for just a moment and, thinks about creating more value for their customers in the long term. They are sending the message that they are going to do exactly what they sell, and speak to the experience their products provide.
By encouraging individuals to #OptOutisde, REI is telling its customers to live the brand.
Authenticity isn’t something that can be developed over night; it takes time. With the advent of social media, brands now more than ever have to be authentic both online and off. In order to be recognized as an authentic brand, companies need to realize that it is less about being able to recite company values and more about being able to create unique, personalized experiences for their customers. In order to create engaging experiences for customers, brands need to know them. Why do they need x product? What are their wildest dreams? What makes them tick? The companies that dive deep into these questions and go beyond just creating a product to satisfy a consumer need, are the ones that will truly come out victorious.
What does your brand do to create memorable experiences for your customers? How does your company remain authentic while doing so? Share in the comments below or on social with #EWSocial.
Want to take your brand to the next level and be as authentic as REI? Reach out to our Digital Brand Lab, dbl@eastwick.com, and we can get you started.
