If you're like me, you've long known Stanley-branded containers as a blue-collar essential, the rugged companions of countless workers heading to construction sites or offices with their coffee or soup securely in tow. Yet, in an extraordinary twist of fate and savvy marketing, that public perception has shifted dramatically. As evidenced by the growing collection of Stanley cups in my own household—courtesy of my wife—the company's audience has expanded and evolved, reflecting a broader, more diverse range of consumers.
This evolution began as Stanley, a company deeply entrenched in a century-old legacy of serving the outdoorsman and the laborer, found itself at a crossroads. With a respectable but modest $70 million in annual sales from its classic hammertone green products, Stanley was the picture of reliability and modest success. But 2020 marked a turning point. A seemingly unremarkable product, the 40-ounce Stanley Quencher, began to emerge from obscurity. Initially met with little fanfare, this insulated cup, complete with a handle and a car-friendly design, was about to catapult Stanley into a new era.
The Quencher's ascension was no stroke of luck; it was a masterstroke of marketing and communal understanding. When Terence Reilly, with a successful tenure at Crocs under his belt, took the helm as president, he injected a new vision into the company. His strategy involved not only a keen ear to internal feedback but also an open mind to the influencer culture shaping consumer behavior. This approach led to a partnership with The Aquire Info, a commerce blog whose co-founder, Ashlee LeSueur, became an inadvertent champion of the Quencher. This collaboration, fueled by influencer power and savvy marketing, turned the tides for Stanley, transforming the Quencher into a must-have item and reshaping the company's audience in the process.
As the Quencher began to dominate sales charts, Stanley smartly rode the wave of its viral success. The company embraced social media, particularly platforms like TikTok, where the Quencher became a sensation. Limited edition drops, collaborations with celebrities, and a parade of new colors turned the Quencher into more than a drinkware item; it became a fashion statement, a collector's item, and a reflection of personal style. This strategic embrace of modern marketing tactics not only solidified the Quencher's place in the market but also redefined Stanley's brand image, making it relevant to a whole new audience—including my wife, who now proudly displays her color-coded collection of Stanley cups. But you may be asking yourself, "How does this apply to B2B-centric companies and marketers?".
Here are a few specific ideas that the world of B2B can take away from the success of Stanley:
Adapt to Changing Markets and Communities: Stanley's shift from a traditionalist brand to a lifestyle favorite shows the power of understanding and adapting to market changes. For B2B marketers, this means always having your finger on the pulse of your industry. Listen to your customers, watch for trends, and be prepared to pivot your strategies accordingly. For example, if you notice a growing concern for sustainability in your industry, consider how your products or services can meet that need. Remember, adapting isn't just about surviving; it's about thriving by meeting your communities where they are and anticipating where they're going.
Harness the Power of Influencer Marketing: Stanley's collaboration with The Aquire Info demonstrates how effective influencers can be in boosting a brand's profile. In the B2B world, think about the experts, thought leaders, or even satisfied customers who can advocate for your brand. Partnering with these individuals for videos, webinars, or case studies can lend credibility and broaden your reach. It's not just about the number of followers they have, but their relevance and influence in your specific industry. Identify the voices your communities trust and work with them to share your message.
Utilize Social Media and Content Creation: Stanley's viral success on TikTok shows the power of engaging content. While LinkedIn tends to be the primary platform for B2B marketers, the lesson remains: create content that resonates. This could be insightful articles, helpful how-to videos, or behind-the-scenes looks at your company. Whatever platform you choose, focus on making your content valuable and shareable. Think about what your audience wants to learn, what problems they need solving, and how you can entertain them while educating them. Engaging content not only attracts attention but can also establish your brand as a thought leader in your industry.
Embrace and Drive Change: Stanley's journey shows that change isn't something to fear but an opportunity to seize. In the B2B world, this means being proactive about innovation. Don't wait for the market to force your hand; look for opportunities to lead. This could mean developing new product applications, exploring new markets, or even rethinking your marketing strategy. Encourage a culture of innovation within your team, where new ideas are welcomed and explored. Remember, the most successful companies don't just adapt to change; they drive it.
Stanley's transformation from a blue-collar essential to a viral lifestyle brand offers a blueprint for B2B marketers. It's a testament to the power of understanding your audience, embracing change, and leveraging the right tools and platforms to connect and engage. In 2024, these lessons are invaluable for any marketer looking to drive growth and success.
Article written by Ben Thomas