From Bike Party to Brand Power: How Yeti's Experience Design Fuels Loyalty

Pedaling to a $13,000 Price Tag

Even the savviest brands often miss out on arguably their biggest growth opportunity: their customers. But this summer, I witnessed the opposite firsthand at the Yeti Gathering, a pilgrimage for riders who bleed Yeti’s signature turquoise. Ever heard of Yeti Cycles? If you're into mountain biking, you probably have. And if you're not, here's the deal: these bikes aren't cheap. Think $3,600 on the low end, climbing up to $13,000 for their top models. I have reason to believe their cult-like following goes way beyond just the quality of their bikes. Yeti has cracked the code for building community and fueling aspirations among its customers. These two core principles, I believe, are the secret sauce behind their incredible pricing power and enduring brand loyalty.

Not Just Bikes, Beers, and Stickers

Let's first break down the principle of uniting your customers and galvanizing them around your values. Twenty-three years ago, their marketing team created a customers-only camping and riding party (you must own a Yeti to attend). Initially, it was a somewhat disorganized event, with one original plan being to feed guests with little more than cheese and beef. However, the founders wisely hired a competent event manager, and the gathering has since evolved into an annual tradition for over 400 riders of all ages.

It's a true intergenerational community-building event with specific and honored rituals, fostering a deep sense of belonging and inclusivity. It's a special time and place where people who share a love of riding can celebrate.

More Than a Consumer Play

More brands in both B2B and B2C should take note of this strategy. It's not just for consumer products, as evidenced by events like DreamForce or INBOUND. Many large companies have teams dedicated to experiential marketing, but I suggest exploring it during early growth stages as well. If you have a great product and are gaining customer traction, it's time to start building a community. I've seen numerous companies ignore the power of gathering like-minded people together to create a network effect.

The Textbook on Building Brand Loyalty

The Yeti Gathering is a textbook example of how to build a loyal tribe based on shared experiences. While the strategy of using experiential events isn't new, it's often poorly executed. To begin with, it's a long-term strategy that shouldn't be evaluated directly by revenue. Instead, consider metrics such as repeat purchases, customer lifetime value, retention, brand sentiment, and market share as leading indicators of brand health and, ultimately, sales. Though, it's worth noting that the apparel store at the Yeti Gathering was consistently packed.

One final note on community building: after the Yeti Gathering, their team proactively approached attendees to inquire about their preferences for future events. Let's be realistic: hosting events is a demanding task for a team, typically requiring the assistance of the entire company. However, it's worth remembering that even Yeti started small.

Lessons from Yeti's Playbook:

• Play the long game: Community building takes time and consistent effort. It's a marathon, not a sprint.
• Focus on the experience: Make your events unforgettable, not just sales pitches in disguise.
• Listen to your customers: Yeti actively seeks feedback from attendees to improve the Gathering every year.
• All hands on deck: Successful events require collaboration across your entire company.

Inspiration Drives Aspiration

Yeti's success isn't just about community; it's about tapping into the aspirations of everyday riders. Their bikes are designed for and ridden by the best in the world, creating a "pro-level" association that makes even a novice feel like they're part of something special.

This strategy is one of the smartest tricks in the marketing playbook: make people feel like they're getting something special, exclusive, and aspirational. Yeti has its own racing team and some of the industry's best professionals as ambassadors, broadening their tent beyond the traditionally white-male-dominated sport.

The Takeaways:

1. Go big: Associate your brand with high-performance or aspirational figures.
2. Think inclusivity: Yeti's efforts to welcome a diverse range of riders have expanded their appeal.
3. Tell a story: Connect your product to the dreams and aspirations of your customers.

Additionally, I was personally inspired to see women who look more like my daughter doing badass backflips on a mountain bike, inspiring generations of Yeti riders to come. "That could be you someday," I tell her while watching one of Yeti’s newest marketing movies. "Maybe!" she responds, and the promise of that "maybe" will continue to inspire future Yeti riders.

If you're looking for strategic advice on how to execute your own events, feel free to reach out. Or, if you simply want to nerd out on marketing, hit me up—as the kids say! I answer emails, carrier pigeons, and DM.