Before the Method Company had ventured into the cleaning product industry, this sector was characterized by low levels of innovation. The Method Company elevated the cleaning chores to a fun and healthy experience. As a result, the company won the consumers’ confidence and within a period of one year, it had control of the market.
It is important to describe how different the marketing strategy by the Method Company is from those of its competitors within the household cleaning products arena. Further, there is also the need to explore the marketing components of Method that resemble traditional fashion marketing.
The unique strategy of Method Company in the fashion Industry
The method is so appealing to its audience because of the disruptive remarkability it brings to every aspect of a product’s experience. The sensory nature of their products stimulates imagination via sight and smell. The vase-like packaging offers an elegant design from the bowling-shaped dish soap to the figure 8 shaped laundry bottle to the teardrop-shaped hand washes. These products are meant to be displayed in the kitchen and washing rooms. Therefore, they should be eye-catching because they complement the personality of a well-groomed home. Transparent bottles reveal a variety of colors which is a plus to their sensual experience. Brand colors math premium fragrances. Methods products are non-toxic and animal-friendly. Methods formulas are naturally derived; recyclable and bio-degradable hence do not emit toxic fumes. People are loyal to methods because they discovered that it’s good for them. If it is impossible for a product to work with a non-toxic bent, the method won’t launch that product due to its philosophy of integrity. To add to its non-toxic formulas, the method refused to test any products on animals and also bought enough green energy to offset its own energy use and carbon footprint. This makes customers to know that method is more than good looks and fragrance (Gugajew 12).
Elements Of Method Company that resemble the old Fashion Firms
The method also offers a holistic experience to its consumers which appeal’s to its consumers, emotional to their homes and their sense of well-being. The method goes beyond solving a single functional problem to incorporating a whole approach to homecare. Its products offer cleaning, air care and personal care solutions (Gugajew 15). Methods’ philosophy, “people against dirt” tells a story by itself and people like to hear stories. Method communicates its philosophy by giving witty quotes that make honest fun to its audience. The quotes also give wholesome references to personal and shared touch pints of customers’ lives. For example in one of their adverts back in 2005 had these words, “we believe that home is more a box. It could be a third skin if you are counting clothes. You wouldn’t spray your skin with something dangerous, but many people clan their tub with harsh chemicals and soak in it shortly after. We’re against that. We develop non-toxic, healthy alternatives for use around children, pets and you. The method is easy on your home and you because you’re linked” (Gugajew 16).
The method also uses adverts in marketing their products just like other companies. In 2005 they used 2 million dollars on their ‘people against dirty’ booklet. They dropped the 16-page booklet in magazines like ‘real simple’ and ‘lucky’. Method launched its biggest advertising campaign (Detox your home) in the summer of 2007. The campaign includes search engine marketing, print and banner (Gugajew 16). Just like other industries’ marketing and public relations departments do, at method, all phone calls are answered individually by one of the public relations staff members. Emails are also treated on person to person basis for everyone has his/her views.
Innovation is an aspect that is missing in many aspects of the business. One move can win consumers’ confidence which is vital for sales. Method’s marketing strategies were innovative and took the market by merit.
Gugajew, Sonja. A method to the creative madness: from a chore to experience, a cleaning brand’s meteoric rise to fame. Journal of integrated marketing communications, 8. 1 (2008): 12-18.