Nonsensical Marketing
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| Moosejaw.com | |
 |
|
| Type | Private |
|---|---|
| Founded | 1992 |
| Headquarters | Madison Heights, MI |
| Key people | Wolfe Family
|
| Products | Outdoor gear |
| Revenue | undisclosed |
| Employees | 250 |
| Slogan | Love the Madness. |
| Website | www.moosejaw.com |
Online Nonsensical Marketing is an invention of Moosejaw.com. Nonsensical Marketing is using silly, irreverent, witty, unique, bold, risky content to engage and attract a customer. The goal of nonsensical marketing is to form a relationship with the customer on a much more honest, more personal and deeper level than that of traditional marketing. What traditional marketing takes so seriously, nonsensical marketing mocks. Nonsensical marketing is refreshing and appealing to customers that are sick of being talked to the exact same way by every company. Nonsensical marketing doesn't focus on the deal of the day, or the 100% guarantee or the three days left to get a sale price -- that's too common and too easy and won't shock the customer. Nonsensical marketing is about a much less superficial relationship with the customer. Moosejaw.com is not only the inventor of online nonsensical marketing but it makes for the perfect case study.
Moosejaw.com was named a top 57 retailer by Bizrate (2006), Best of the Web by Forbes Magazine and a Top 500 Retailer by Internet Retailer. Moosejaw has been recognized as a leader in online marketing by the New York Times, Outside Magazine, Chain Store Age Magazine, and the CBS Evening News (December, 2005). To read more articles about Moosejaw's nonsensical marketing, Moosejaw.com. Moosejaw is a top 50 online retailer specializing in outdoor apparel and gear for snowboarding, rock climbing, hiking, and camping.
Moosejaw's nonsensical marketing known as "Moosejaw Madness" has created a cult-like following among serious outdoor adventurers, high school and college students, snowboarders, surfers, and skateboarders. Moosejaw Madness is all about creating a unique, fun shopping experience for the customer. Moosejaw Madness is about being different, irrevereant, silly, and witty. For example, Moosejaw Madness includes "Dating Girl" where Moosejaw customers can email in for dating advice. Moosejaw's hold music for customer that call its toll free number is a 1942 speech by Winston Churchill. Moosejaw offers its customers free Gift Messaging. Nothing strange about that but while the customer can write their own message, they can also choose a Moosejaw-esque style message such as, "I hope you don't die but if you do, please leave this gift for me in your will."
So, does it work? Moosejaw has experienced triple digit growth for more than five years in a row. Moosejaw has one of the highest conversion rates and highest repeat customer rates in the retail industry. Ask the company owner about the success and all you'll hear is, "we just want to sell the finest outdoor equipment and apparel and have an insanely fun time doing it."
Please add more case study's on online companies that use "nonsensical marketing" to engage and attract customers.
[edit] Competitors
[edit] External links
[edit] references
- New York Times Article
- Outside Magazine Article
- Chain Store Age Magazine Article
- Best of the Web by Forbes Magazine
- Top 500 Retailer by Internet Retailer.
