Tweet

Lesson #5: Do Not Go Wild with Your Marketing

Article Overview: The name L.L. Bean conjures up exciting images of adventure and explora tion. It was the store you would go to if you wanted to set off on an arctic expedition. It was the brand you would trust to get you through a night camping during a thunderstorm in the back woods of Yosemite. It was the company that was going to help you survive your most daring journeys.

Lesson #5: Do Not Go Wild with Your Marketing

The name L.L. Bean conjures up exciting images of adventure and exploration. It was the store you would go to if you wanted to set off on an arctic expedition. It was the brand you would trust to get you through a night camping during a thunderstorm in the back woods of Yosemite. It was the company that was going to help you survive your most daring journeys.

Despite that, however, Bean was a simple man. He liked the easy pleasures of reeling in a fish and reaching the end of a hiking trail. He enjoyed being surrounded by nature and hearing nothing but the sound of birds. It was that message that he wanted to convey through his company. And, it was that image that Bean decided to infuse throughout his marketing.

What started off as Bean’s first simple three-page marketing brochure quickly became a 12-page catalogue, filled with not only hunting boots, but also books, clothing, and a wide range of sporting equipment. The Bean Catalogue was one of the things he was most proud of. There were no snazzy gimmicks; it was just twelve pages filled with images and detailed product descriptions for over 400 products, which were arranged in no apparent order.

In his catalogue, Bean kept the text simple. Products were given clear, straightforward and unembellished facts about the products. He wanted his marketing message to be honest, believing that the quality and usefulness of the products would sell themselves. He did not need catchy slogans or fancy titles, when he had a hunting shoe that actually worked, and worked well, or a tent that he guaranteed would withstand even the hardest rain.

By the time Bean passed away in 1967, the catalogue that he created had expanded to 100 pages. But, while the range of products the company offered had grown, its message had remained the same. Where one product featured a whistle, Bean did not write its description to read: “A whistle that will blow your mind.” Instead, Bean’s description read simply: “Loud enough to be heard at a great distance.” Honest, simple, and practical. That, he believed, was what people really wanted to know.

Bean was one of the first entrepreneurs to seize the power of direct-mail advertising. After finding a list of all the hunters who had acquired hunting licenses in Maine, he sent each and every one of them his catalogue. Aside from the straightforward text, Bean also included real pictures of the Maine outdoors. He wanted to give his readers an image they would be familiar with, and show his understanding of their lifestyle. The models he used to outfit the L.L. Bean clothing were also relatively plain and wholesome in appearance.

Despite believing in his simple marketing strategy, Bean knew that it might take more to keep his company fresh in the minds of its customers. And so, that was why he tried to make everything he did as useful as possible. For instance, listed in the catalogue was one of two books written by Bean, called “Hunting, Fishing and Camping.” It was no ordinary book, however. This was a manual that had duplicate chapters, enabling its readers to tear out sections they might need for use in the outdoors while still keeping a whole copy of the book intact. How successful was that idea? In its first 20 years of publications, the book ran through twenty editions.

Related Articles
  Monkey See, Monkey Do
  Lesson #2: Don’t Try to Tame a Wild Duck
  Tips To Guide Your Work Life
  STRESS-- A NATURAL RESPONSE?
  We're Stuck!

Article Tags: arctic expedition, brochure, camping, catchy slogans, fancy titles, gimmicks, hiking trail, hunting boots, journeys, l l bean, page catalogue, page marketing, pleasures, product descriptions, simple man, sound of birds, sporting equipment, tent, thunderstorm, yosemite



Related Forum Posts
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Let’s talk about the ways of marketing your products, servic - I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use. Forum Marketing Yahoo Answers (I need to use more of) SEO (Search Engine Optimization) Bum Marketing or Article marketing P-P-C (Pay Per Click) Marketing Online Directories Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f - Hi, Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few, great looking site btw Jeff, take care, Carol
Kevin's Case Study #11 - A New Forum Category? - Hi Everyone, 2009 is a new year and I'd like to create a new forum category to jazz things up! In the past, there's been some interest voiced about adding a "Social Media Marketing", "Online Marketing", "Internet Marketing" or "Online Promotion" category. I'll implement [u:1g2tv6tf]ONE[/u:1g2tv6tf] of those new categories, but can someone first tell me what the difference would be between the existing "Marketing" section and one of those new options mentioned above? Thanks
Online Sales and Marketing vs Traditional - Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Five keys to business success

Life, Conflict and Work

Business Coach Explains To You How To Add Value

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.