If you’re a business owner or decision-maker who has a bias that marketing doesn’t really work, or isn’t necessary for your business, you’re not alone. Many people we chat with share this sentiment, often stemming from misconceptions or previous bad marketing experiences. And many of those individuals look for evidence to support their bias, so they will likely always stay stuck in a low-level swirl of ineffective strategies and approaches, fueled by a lack of true buy-in.
But a recent trip through Tennessee, with the introduction to Buc-ee’s, was an insightful case study in the power of marketing for every business.
As I entered this Midwest/southern cultural icon, I was dumbfounded! Having lived most of my life on the West Coast, I had not been introduced to Buc-ee’s, a regional chain of gas stations, carwash, and “convenience stores” roughly the size of Walmart.
Buc-ee’s, unlike other rest stops, does not have spaces for big rigs and semis; it completely relies on visitors, tourists, and locals to come…and come they do. Known for its brisket (yes, brisket at a gas station) and literally any imaginable item rebranded with its beaver logo, the place buzzes with energy. People of all ages filling shopping carts with branded corn nuggets, dog costumes, t-shirts, candy, and if you really need it, a full tailgating set of cornhole, chairs, and a branded BBQ. It’s mind-bending.
Buc Ee’s provides a primer for any business on the power of great marketing.
1. Marketing is not just ads – It’s about creating demand.
A common misconception among skeptical business owners and leaders is what marketing really is. Many make it about ads or a specific tactic, but marketing at its core is about creating demand for your product.
It’s how you connect what you have to offer with those who need it. It isn’t just hoping and wishing that a post will go viral, it involves market research, product development, branding, pricing, distribution, and promotion. When done correctly, marketing helps create and maintain demand for your offerings.
2. Powerful marketing is only as good as your data.
One of the reasons some leaders doubt the effectiveness of marketing is the lack of tangible and demonstrable results. It’s not that the data doesn’t exist, it’s that marketing leaders have not developed the discipline to collect and share meaningful data with their leaders. They have not established marketing as a true “value center” in the organization.
In today’s world, your success in marketing hinges on your ability to gain and apply accurate data and then SHARE those insights within your organization. Buc-ees has built its cultish gas station-loving following through carefully curated data on locations, travel patterns, and demand. No other gas station has people circling for a half hour to find parking and stopping to have a selfie with the sign on the way across the parking lot.
If you want to learn more about this, check out our upcoming, free webinar on Making Marketing a Value Center in Your Organization.
3. Smart and effective marketing strategies are required.
Who would think, “I know, let’s build a GIANT gas station/rest stop and not let truckers park there and serve brisket”? But Buc-ee’s knows they have built something unique that targets a specific audience and capitalizes (literally) on the need to get out of the car on a long road trip and eat. They have some of the cleanest restrooms you will ever find, great hot food, and literally something for everyone (Halloween costumes, dog collars, toys, food, etc.). It’s a destination and a “not to be missed” stop on the trail, designed on purpose and with purpose. Are the nuts way better than others (well maybe the warm cinnamon almonds or caramel pecans) – by and large, the answer is no. They have just found a way to repackage literally everything from a standard store and sell it with their beaver logo which now becomes a gift from our trip or a souvenir experience.
If you’ve had unsuccessful marketing experiences in the past, it might be because the strategy wasn’t suited to the unique needs of the audience in a way that creates a memorable and lasting impression.
4. Marketing supports engaging brand awareness.
Marketing plays a pivotal role in building brand awareness. Even if you believe your product or service is the best, it won’t matter if your potential customers don’t know you exist. Marketing helps create a distinct brand identity, telling your story and showcasing the value you offer. It’s this awareness that makes customers choose you over your competitors. And it’s this awareness that has created the cultural and cultish following for Buc-ee’s.
That’s powerful marketing.
5. Effective marketing helps build strong customer relationships.
Effective marketing doesn’t focus only on getting new customers. Yes, that is a big part of it, but, marketing plays an important part in retaining existing ones.
In your business, marketing can help build strong customer relationships through efforts such as email marketing, social media engagement, and personalized offers can lead to loyal customers who keep coming back.
In fact, this gas station stop has now become a place for locals to bring their out-of-town visitors, a cultural norm for their area. It’s wild!
6. Marketing must adapt to survive.
The world is different. People have changed. Market conditions are constantly evolving. What worked five years ago might not work today.
Marketing is important to help your business adapt to these changes by staying up-to-date with trends, emerging technologies, and consumer behavior.
Marketing is a vital strategy for any business. But, it’s not going to be successful if you have a “silver bullet” mindset with it. You can’t expect one tactic, one campaign, or one billboard to save the day for your business. It requires a multi-layered approach, backed by a smart strategy, data, and innovation.
With the right marketing strategy, your business can remain competitive and relevant in the ever-shifting market landscape…just ask Buc-ee the Beaver.
Anyone up for a brisket sandwich?
