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Brilliant Marketing from GORUCK Backpacks

December 9th, 2012 · No Comments · Marketing


Big Ideas:

  • GORUCK shows how to cleverly differentiate itself in a crowded market.
  • Create inspirational events that showcase the key value of your product.

The GORUCK Challenge

GORUCK Marketing Strategy

Imagine you are a Green Beret and you decide to manufacture and sell a military strength backpack. How do you get noticed in a crowded market?

There are dozens and dozens of large companies with big marketing budgets making high quality backpacks. A startup will never have the budget or manpower to compete head-to-head. More creative marketing tactics are required, guerilla marketing, if you will.

The GORUCK Challenge

Originally, devised at a way to test the durability of new products, the GORUCK challenge is turning into a movement of challenging urban adventures held around the world.

This is how it’s described on the ArtofManliness.com,

The Challenge is a 9-13 hour team event in which a Special Forces veteran — called a Cadre — leads you on a 15-20 mile “guided tour” of your city. It begins at night and runs until the morning. Along the way, you take part in military-inspired challenges and “missions,” which includes doing some basic training calisthenics, taking a little swim, carrying logs (and each other), and a lot of marching. Oh, and you do it all while wearing a backpack filled with 30 to 40 pounds of bricks and other equipment. They tell you to bring $20 for a taxi – if you can’t go on, you have to call one to pick you up. The GORUCK Challenge is designed to push the individual physically and mentally and build teamwork and camaraderie among those participating. It isn’t a race. You don’t get a medal for first prize. The goal of the Challenge is to finish it, and finish it as a team.

Here is the promotional video from the site:

This is brilliant. Customers sign up for gruelling adventures, proving the strength of the product, while at the same find, growing a community of engaged and connected customers.

Action Items:

  • What is the key benefit of your product or service?
  • What is the most extreme way of proving that key benefit?
  • Is it possible to create an event or movement around your product?
  • If your having difficulty finding that key benefit or identifying an inspiring aspect of your corporate vision, then perhaps that is your marketing problem. Maybe you need to improve your product or service to make it stand out in the market?

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