My Cuddl Duds Moment: The Perfect Blend of Marketing Works Wonders
Around the holidays I was looking for a new pair of long underwear. I live in Minneapolis so layering while enjoying the outdoors (running, skiing, skating, etc.) is an essential lesson to learn, except for this winter, in which we’ve had more 40 degree days than I can count and snow is non-existent.
Regardless, I was under the assumption the cold would come soon enough (not yet though…) so I wanted to stock up on some new long underwear. There are so many brands out there I wasn’t sure which one was the best. And while I’m still not entirely sure (as there are many brands that are all great), this is when I had my “Cuddl Duds” moment.
I first asked a friend for a long underwear recommendation, and she said she loved Cuddl Duds and had heard a lot about them recently. So I Googled the brand and perused their website; I was impressed – quality, relatively affordable, and stylish (a lady always has to look her best). What came next was a bombardment of Cuddl Duds that I didn’t expect from a brand I didn’t know much about. Here’s what happened in order:
- A friend told me about Cuddl Duds.
- I Googled the brand and thought they were great, but had not yet purchased.
- I was in the car listening to the radio one morning and the DJ talk show was talking about Cuddl Duds! I’m not even sure why – but they were discussing how great they were – cozy, warm, fashionable. (A typical man/woman morning show banter conversation.)
- I drove by a bus stop and saw a display ad (yes I’m a PR person, but ads have their place too – I’ll be fair!).
- I then saw Cuddl Duds referenced in a women’s fashion magazine (for the life of me I cannot remember which mag as I read way too many – call it my occupational hazard).
- So I finally purchased them. I received them. I wore them. I loved them. I “liked” the brand on Facebook.
- I started telling everyone I knew about them!
So there you have it – the power of word-of-mouth marketing with a mix of PR, advertising and probably some inbound marketing strategy and social media. Marketing really is a powerful force if it’s done right. The lesson I was reminded of here is don’t put all your eggs in one basket, but instead build momentum through a few different tactics.
Now what I’m curious about (as a marketing person) is if I was “victim” to the Cuddl Duds marketing strategy. It’s likely I fit into their target market. I’m open to hearing if anyone on the inside scoop on Cuddl Duds marketing… email me at betsy at redjeweledmedia dot com!