Pursuing Hardcore Loyalists

by

The founders of Clif Bar grew the privately held $235 million brand with no outside investment by initially going to endurance events like bike races, marathons and decathlons.

Racers ate the bar while competing, thus putting the bar through the most scrutinizing tests.  This strategy meant Clif Bar would only either win big or fail miserably.

The company literally created a culture and demand by first winning over the devout in certain niches – whom typically lead cult like trends. Way cheaper and more fun than the traditional sales route!

via Wall Street Journal
pic Nike/Clif Bar event

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: