Duluth Trading Company knows its target market of blue collar working men. The company has created products that these men will find helpful. After doing so, the company produced commercials that get the attention of the target market, are to-the-point, and contain humor. Some of this humor is quite colorful. I want to describe a couple of the commercials for you, but, to get the excellence of how well the company speaks to its target market about its products, I recommend you click here to check them out on YouTube. They will give you a laugh, too.
The first one I want to share is a commercial for Duluth Dry on the Fly pants that opens with a drawing of a blue collar working guy in a hat, t-shirt, and pants facing the viewer. The announcer says, “Wet Willy’s what they called him on the street.” A hose sprays the guy, rain pelts him, and a lama spits on him. Each of these are stated by the announcer as they are shown wetting the drawing of the guy. “Rogue hoses. Rain and juicy lamas soaked his pants waist to feet.” On screen, he guy’s pants get increasingly wet until finally they slip to his ankles.
This cuts to a full screen picture of the Duluth Dry on the Fry pants. The announcer voices, “Duluth Dry on the Fly pants saved the day!” The shots of the guy getting sprayed by the hose, dosed by the rain, and spit on by the lama are repeated, but the guy’s pants do not fall down. Instead, arrows and sound effects of a dryer show the water being blown off the pants. The announcer states, “All that water got whipped right away. He goes by Bill today.”
The second commercial I want to describe opens with writing on the screen and the announcer saying, “Average Work Pants vs a Grab-Happy Grizzly.” This cuts to a drawing on screen of a man and a grizzly standing next to each other facing the viewer. The grizzly swats at the figure of the guy and takes an equal chunk out of both of his legs, making the guy much shorter. The grizzly bends to growl at the man who has a startled look on his face. The next frame has writing on the screen and an announcer saying, “Duluth Fire Hose Work Pants vs. a Grab-Happy Grizzly.” This cuts back to the man and grizzly standing side-by-side, and, once again, the grizzly swats at the guy. This time, however, the grizzly has no affect on the guy. Instead, the grizzly’s arm vibrates uncomfortably and the grizzly has a surprised look on this face.
The company has expanded into women’s clothing, too. While its focus on functionality, fit, and straight-forward talk are still important with that target market, its approach is not as colorful. It’s much softer, showing women in real life situations wearing the pants. They are “Built for women on a mission by women on a mission.” One of those women, Stephanie, a product developer, explains, “Being a woman helps me understand how to design women’s clothing.” Referring the the Duluth Fire Hose pants that were originally designed for men, she notes, “We listen to our customers. We redesigned these pants to fit a woman’s body with purposeful pockets and a new curve setter waistband, really trying to make these pants the most hard-working pants in their closet.”
Duluth Trading just came out with a tank for women that is called the “No-Yank” Tank. This commercial shows women pulling down their tanks in many different situations. The writing on the screen declares this a “Tug of War.” The female announcer says, “It’s about time someone declares war on the tug.” After that, a series of quick shots shows women doing hard work and their tanks staying in place rather than riding up. It ends with a woman walking into an orchard carrying a tall ladder. The announcer voices, “The Duluth No Yank Tank. Stop yanking and get cranking only at Duluth trading.com.”
Duluth Trading is an impressive company because it identifies its customers’ problems, designs clothing to address the problems, and communicates that to customers via its commercials. The company also chooses names that reflect the problem and its solution such as the No Yank tank and Dry on the Fly pants. The company not only knows its target market, its management uses that knowledge to market it products. This is a profitable model all businesses would be wise to follow.
This week's marketing trivia challenge is What example have you noticed of using knowledge of a target market? E-mail me your answer.
The first one I want to share is a commercial for Duluth Dry on the Fly pants that opens with a drawing of a blue collar working guy in a hat, t-shirt, and pants facing the viewer. The announcer says, “Wet Willy’s what they called him on the street.” A hose sprays the guy, rain pelts him, and a lama spits on him. Each of these are stated by the announcer as they are shown wetting the drawing of the guy. “Rogue hoses. Rain and juicy lamas soaked his pants waist to feet.” On screen, he guy’s pants get increasingly wet until finally they slip to his ankles.
This cuts to a full screen picture of the Duluth Dry on the Fry pants. The announcer voices, “Duluth Dry on the Fly pants saved the day!” The shots of the guy getting sprayed by the hose, dosed by the rain, and spit on by the lama are repeated, but the guy’s pants do not fall down. Instead, arrows and sound effects of a dryer show the water being blown off the pants. The announcer states, “All that water got whipped right away. He goes by Bill today.”
The second commercial I want to describe opens with writing on the screen and the announcer saying, “Average Work Pants vs a Grab-Happy Grizzly.” This cuts to a drawing on screen of a man and a grizzly standing next to each other facing the viewer. The grizzly swats at the figure of the guy and takes an equal chunk out of both of his legs, making the guy much shorter. The grizzly bends to growl at the man who has a startled look on his face. The next frame has writing on the screen and an announcer saying, “Duluth Fire Hose Work Pants vs. a Grab-Happy Grizzly.” This cuts back to the man and grizzly standing side-by-side, and, once again, the grizzly swats at the guy. This time, however, the grizzly has no affect on the guy. Instead, the grizzly’s arm vibrates uncomfortably and the grizzly has a surprised look on this face.
The company has expanded into women’s clothing, too. While its focus on functionality, fit, and straight-forward talk are still important with that target market, its approach is not as colorful. It’s much softer, showing women in real life situations wearing the pants. They are “Built for women on a mission by women on a mission.” One of those women, Stephanie, a product developer, explains, “Being a woman helps me understand how to design women’s clothing.” Referring the the Duluth Fire Hose pants that were originally designed for men, she notes, “We listen to our customers. We redesigned these pants to fit a woman’s body with purposeful pockets and a new curve setter waistband, really trying to make these pants the most hard-working pants in their closet.”
Duluth Trading just came out with a tank for women that is called the “No-Yank” Tank. This commercial shows women pulling down their tanks in many different situations. The writing on the screen declares this a “Tug of War.” The female announcer says, “It’s about time someone declares war on the tug.” After that, a series of quick shots shows women doing hard work and their tanks staying in place rather than riding up. It ends with a woman walking into an orchard carrying a tall ladder. The announcer voices, “The Duluth No Yank Tank. Stop yanking and get cranking only at Duluth trading.com.”
Duluth Trading is an impressive company because it identifies its customers’ problems, designs clothing to address the problems, and communicates that to customers via its commercials. The company also chooses names that reflect the problem and its solution such as the No Yank tank and Dry on the Fly pants. The company not only knows its target market, its management uses that knowledge to market it products. This is a profitable model all businesses would be wise to follow.
This week's marketing trivia challenge is What example have you noticed of using knowledge of a target market? E-mail me your answer.
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