Social Listening....
The Most Famous Water Bottle of all Time:
Stanley. What's so cool about the Stanley cups? They've been around since our parents were kids. Why is it such a huge ordeal now?
I found this brand interesting because of how incredibly popular it is right now. So many people are OBSESSED with the Stanley cups that it's the only thing anyone is talking about.
On social media, Stanley brand receives tons of positive comments. One follower, @eveillustra, commented "Need this" with a red heart emoji next to it on one of Stanleys posts about a new color Stanley cup coming out. Another follower, @wellthybyjess, commented "This color is everything" with the heart eyed emoji. These are all great comments for Stanley because it tells them what their buyers are looking for.
Stanley does sometimes get hit with negative comments as well. For example, a follower, @elizabethhaller, commented that she "got in line at noon, and placed in a queue, and then it's sold out. So disappointed!!!". Another follower, @taralyons, commented and said ice wasn't staying in her Stanley. Negative comments aren't always the greatest to get back on your post, but it helps keep Stanley on the toes and keeps them working hard to try to produce good quality and reliable products.
Stanley's Proposition:
The Stanley brands proposition is to provide innovative and high-quality products that capture the needs of its customers. This company had been around for 100 years and is known for its vacuum sealed bottles that have been a high demand in the last few years.
Over at OSU at student health, an MA (won't reveal name), said she recently stood in line at a local Target since 2am waiting for the limited-edition Starbucks Stanley cup. The public is willing to wait for 6 hours+ in line for a cup?
Stanley advertises to their buyers that their products have been around for a long time. Since 1913, Stanley has supplied for their buyers. They knew what their buyers wanted (vacuum sealed bottles) and gave it to them. Ever since then they have found new ways to keep their buyers interested in them. How is Stanley able to supply to their buyers after 100+ years of tradition?
Stanley changed its approach, focusing on what’s trendy and appealing to customers now. This shift took the brand from making old fashioned water bottles, to creating a product that’s a big hit on social media and put it into a position to become a big success. On their social media pages, Stanley is looking to sell their newly manufactured Quencher cup. This is the cup that every teenage girl and mothers are wanting or have. Or even start a collection of them. Stanley also is trying to sell thermoses, mugs, on the go sealable containers, coolers and more through their social media platforms.
Built For Life
Stanleys brand is made for everyday life. The "built for life" slogan is Stanleys message. Whatever you're doing or wherever you're going, Stanley is the brand for you. The thing is you don't see them on tv. You only see advertisement for them through social media like TikTok, Instagram, Facebook etc. Social media is where the majority of their buyers are. Thats how I learned about Stanley cups was through social media (TikTok). They try to show their buyers that their product is the greatest bottle/cup around. All three of these links are miny clips from TikTok persuading customers to get Stanleys.
Stanley 1913 (@stanleybrand) Official | TikTok
Stanley 1913 (@stanleybrand) Official | TikTok
Stanley 1913 (@stanleybrand) Official | TikTok
Stanley does a pretty good job at responding to those who ask questions or asking for advice. They would comment back on those comments that their customers commented. They would respond with a comment such as, "please DM use with your email so we can help assist you in any way we can. Thank you!". Other examples include one of the customers, @laraannederbyshire, who commented a question asking if it was safe to use their plastic straw for hot drinks. Stanley responded within the same day saying, "It can be used for hot drinks, but we have other products that are better suited for hot drinks. We hope this helps!". The way they respond depends on the question. If it's more of the buyer has a problem with the product itself or ordering online, I like how they make you send them your email via DM'ing them vs over the comments. It helps keep the buyer's information and sense of self private and not for the world to know. It helps the buyers feel safe in sense that what they are about to talk about won't be broad casted to the world.
If I was the brand manager, I would defiantly respond to my buyers' comments. I agree with how they went about answering their buyers' comments, however, they do need to respond more often. As I scrolled through Facebook and Instagram, I noticed quite a few questions unanswered. This is one thing I would make sure we improved on if I was brand manager.
Competitors:
Stanley is not the only strong heavy duty water bottles out there. Stanley has to compete with other brands such as Hydro flask and Yeti. Both are also very popular brands. However, Stanley is different. Stanleys design and their way of advertising to buyers is a different message than either of these other brands. Hydro flask advertises for more outdoor adventure type buyers. Same with Yeti. Stanley will do
What I Learned:
From doing this assignment it opened my eyes to see how much something as small as a brand of water bottle can impact a person. I have also noticed that people spend way too much money on water bottles just because their a cool brand:))). (Yes, I know I have one, but I got it as a gift. I would never spend that much on a water bottle). With young teenagers in high school or even college, Stanley is a statis symbol for them. If you don't have one you don't fit in or you're not cool, is what it seems to look like for some kids. I know quite a few girls who think they HAVE to have a Stanley cup because everyone in their friend group has one. Or they have to have more of the same cup to be better than the rest of their friend group. Stanley knows it. They know they could put whatever price they wanted on their bottles and people would still buy them because of their statis.
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