Every business or organization is set out with an overall goal of getting people to buy their products or

buy into an idea. It therefore becomes imperative for companies to develop marketing strategies which
according to Varadarajan (2010) involves, among other things, the creation, communication and/or
delivery of products that offer value in order to achieve specific objectives. One major way of
communicating a firm’s offering to the public or target audience is though Integrated Marketing
Communication (IMC) which Kolter et. al. (2022) consider as an approach to managing a communication
campaign through a coordinated use of various tools.

For about a decade now, YETI has adopted a unique marketing strategy using a combination of
integrated marketing communication campaign, product lines and product mix, as well as overall brand
image (Onysheva, 2017). The company adopts a top-down marketing approach which Batra and Keller
(2016) suggest helps marketers evaluate the overall design or makeup of a marketing communication
program with relevant criteria to judge how well it is integrated to drive shorter-term sales and build
longer-term brand equity. The company according to Archer (n.d.), Onyusheva (2017), and Trnavsky
(2020) focus on people and their experiences, rather than on specific products, to create a brand from
nothing, made it a household name, and gave it considerable advantage over its competition.

In addition, YETI also utilizes social media as its main communication tool to reach its audience. The
company create content using influencers and ambassadors such as chefs, musicians, surfers, athletes,
and outdoorsmen and women, among others, and share those contents throughout their Instagram,
Facebook, YouTube, and Twitter accounts so as to spark the interest of potential customers and
reinforce the existing ones (Trnavsky, 2020). The social media is indeed a powerful marketing tool in this
digital era as noted by Batra and Keller (2016 p. 129) who argue that social media has the greatest
influence on communication having attained triple + (+++) in five areas of communication outcomes
including awareness, brand imagery, trust, emotion and connecting people. Although, social media
shows the least influence (single +) in “inspiring action” which is fundamental in any marketing drive,
however, over 80% of social media activities are conducted on mobile devices (Dean, 2021; broadband,
2022), and Mobile according to Batra and Keller, equally shows a triple + (greatest influence) in inspiring
action which balances social media weakness in this area. This ultimately proves that YETI’s social media
strategy is effective with evidence in its sales growth which has consistently increased from in $89.92
million in 2013 to $1.411 billion in 2021 (Ycharts.com, 2022).

References

Archer, R., Northfelt, P., Faheid, D., Hollingsworth, J., Lamb, W., & Walker K (n.d.) YETI. Retrieved from
https://static1.squarespace.com/static/5ba13b0f9f877095c9a9d611/t/
5c8566aeb208fc49845d65d9/1552246455552/YETI.pdf

Batra, R., & Keller, K. L. (2016). Integrating Marketing Communications: New findings, new lessons, and
new ideas. Journal of Marketing, 80(6), 122–145. https://dx.doi.org/10.1509/jm.15.0419

Broadband search (2022). Mobile Vs. Desktop Internet Usage (Latest 2022 Data). Retrieved from
https://www.broadbandsearch.net/blog/mobile-desktop-internet-usage-statistics
Dean, B. (2021, October 10). Social Network Usage & Growth Statistics: How Many People Use Social
Media in 2022? Retrieved from https://backlinko.com/social-media-users

Kotler, P., Keller, L.K., & Chernev, A., (2022). Marketing Management (16th ed.). Pearson Education
Limited. KAO Park, Hockham Way, Harlow Essex, CM17 9SR, United Kingdom

Trnavsky M. A. (2020). YETI: A Cooler Way to Market Your Product. Unpublished B.Sc. Project. Faculty of
the Department of Experience Industry Management, California Polytechnic State University, San
Luis Obispo.

Onyusheva, V. I. (2017). Strategy for Business Success: The Case of YETI LLC. TheEUrASEANs: Journal on
global socio-economic dynamics. Volume6 (7)

Varadarajan, R. (2010). Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental
Issues and Foundational Premises. Journal of the Academy of Marketing Science 38(2):119-140.
DOI: 10.1007/s11747-009-0176-7

Ycharts.com (November 10, 2022). YETI Holding Inc (YETI) Retrieved from
https://ycharts.com/companies/YETI/revenues_annual

to create an image of the brand that is durable, functional, and made for nearly all outdoor
activities. adopts the mainly markets itself using social media marketing. The company gains attention
throughout their Instagram, Facebook, YouTube, and Twitter accounts. From the beginning, YETI
marketed their coolers to people who are just like their founders, Roy and Ryan Seiders. They targeted
passionate hunters and fishermen. Today, they have expanded their target audience to include lovers of
the outdoors who crave adventure – Alana. Initially, YETI create content using influencers and
ambassadors such as chefs, musicians, surfers, athletes, and outdoorsmen and women, among others,
and share them throughout their Instagram, Facebook, YouTube, and Twitter accounts who could
market YETI's products for them, which they continue to do today. They created commercials that did
not reach very many people.

YETI strayed away from traditional marketing and relied on influencers

which They posit that IMC should improve a company’s ability to reach the right customers with the
right message at the tight time in the right place. There are several methods or ways through which
firms reach out to consumers

Marketing strategy in broad terms, is concerned with the standardization or adaptation of marketing
programs, such as product offering, promotional mix, price, and channel structure (Furrer, 2006). It
involves the creation, communication and/or delivery of products that offer value in order to achieve
specific objectives (Varadarajan, 2010).

Kolter et. al. (2022) posit that Integrated Marketing Communication (which a component of marketing
strategy) should improve a company’s ability to reach the right customers with the right message at the
tight time in the right place. They went further to identify some notable communication formats as
including advertising, digital platforms; word of mouth, and packaging, among others. Yeti Holdings as
been able to develop a blend of strategies to reach its customers and and Lewnes and Keller (2019),
technology allows brands to create customer experiences and new ways to connect with customers.
Social media sites, blogs, websites, podcasts, and emails are a few of the digital channels that marketers
use to reach their consumers.