Method Products and effective marketing communication

Founded in 2000, Method Products is a San Francisco based corporation producing non-toxic, biodegradable natural cleaning supplies, and the leading innovator of premium home products. Method's products are sold in over 25,000 retail locations throughout U.S., Canada, and U.K. Major retailers include Target, Wingman’s, Costco, Duane Reade, Safeway, Waitrose (U.K.), and Shoppers Drug Mart (Canada). In 2006, Inc. magazine named Method the 7th fastest-growing private company in the United States.

Effective marketing communication is one of the most important strategies for Method's success. Method Products had integrated marketing communication practices such as creativity and memorable approaches, which were aligned with its values and contributed to its marketing strength. Method Products had clearly defined the marketing communication roles and objectives, and effectively communicated its information of unique products, values, and philosophy to stakeholders.

The role of marketing communications

Method's marketing communication had integrated several marketing tools, approaches, and resources, which have won consumers’ mind and heart. Holistic approach was used for marketing communication to ensure consistency of message and the complementary use of media. Method’s marketing approach includes online and offline marketing strategies. Online marketing communication includes e-marketing, search engine optimization (SEO), affiliate, and data base marketing. Offline marketing communication includes traditional print (newspaper, magazine), mail order, parties, storytelling, and public relations. Method also used all elements of the marketing mix (product, price, place, and promotion) to create unique consumer experience.

Promotional activities include advertising (by using different medium), sales promotion (sales and trades promotion), and personal selling activities. The promotion also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. Method integrated those promotional tools along with other components of marketing mix to communicate with customers.

The objective of the Marketing communications

Method’s goal of marketing communication was to convey its value, philosophy, information of products to stakeholders, to gain competitive advantage, to maximize its profit potential, and to achieve operational excellence. The message that Method wanted to deliver was that Method was transforming the household cleaner from a toxic object that hides under the sink to natural, bio-degradable, and stylish countertop decorations. Through design, fragrance, and storytelling, Method expected to change tedious household common supplies to goods that provide consumers with sensory and aesthetic pleasure. Method's marketing communication was intended to link sustainable production with attractive and functional packaging, to reach out to a broader customer base, to stand out of the competitors, and to get into the market that had been historically dominated by large established firms.

The communication of value

To communicate value, Method did not simply focus on products that it produced but Method took actions in different directions from products, processes, people, to profits. Method’s design created value for the brand and provided experience for consumers who appreciated the combination of elegant design and day-to-day functionality. In addition, the design became an advertising platform and was exhibited in magazines, on the shelf, or in customers’ home.
   In addition, Method used renewable energy strategy to let its consumers know that Method was more than good looks and fragrance. “Method offers home cleaning products that are biodegradable derived from natural ingredients such as soy, coconut, and palm oils, and they come in environmentally responsible packaging”(Padosa, 2009). Consequently, customers were attracted to Method's values. To compete with other environmentally friendly producers, Method had the unique consumer experience of the combination of design, fragrance, and green energy practice. The environmentally friendly image means the products had the value that is good for society. This value also generated customer loyalty. Evidently, customers identified themselves with the brand’s values and aspired to a healthy Method lifestyle: modern, upscale, design- oriented, health-conscious, and green.

Effectiveness of their marketing communication

Avoiding traditional means of advertising, Method believed that seconds of television commercials and single-page magazine advertisements would not strengthen brand value very much. Method, instead, has worked to create an experience around its products through strategic advertising placements such as a pop-up store concept, informational website, and informational booklets placed in lifestyle magazines. Method has also been featured in a diversity of niche print publications including In Style, Food and Wine, the New York Times,  the Los Angeles Times, and Forbes.com.

Reaching out to a broader customer base, Method focused on product design and quality. The “pop-up shop” served to introduce customers to the products and brand in a way otherwise unlikely to be noticed for the home care products because the pop-up shop looks like an art gallery, which encouraged customers to view the products as works of “art” while learning about the variety of method’s products unique applications. Internet marketing helped visitors to learn about Method's line of products, history, and mail order shipment in an entertainment way. Printing materials had also helped Method convey its value to customers and affectively broaden consumer base.

Using packaging designs, advertising campaigns, magazines, and booklet, Method communicated its philosophy to customers with real story that made honest, fun references to personal and shared touchy points in consumers’ lives. “One of the reasons why it seemed to work in this case as a booklet is because Method had a unique story to tell” (Moore, 2006). Genuine story with good products, colorful health-conscious images helped Method delivered its message. Method also educated its customers about its philosophy while engaging them through storytelling. The value of nontoxic, health alternatives for use around children, pets and people was communicated to its customers through storytelling and experience. The combination of value, philosophy and storytelling touched customers’ deep emotion.

Method should constantly seek new ways to communicate with consumers. The Social-media marketing is a new e-marketing trend. “Social-media marketing includes participation on social-networking websites, such as Face book, LinkedIn, and MySpace; video- and photo-sharing websites, including YouTube and Flicker; blogging; micro-blogging” (Forootan, 2010). Method can take advantage of this trend to remain competitive.

Conclusion

Effective marketing communication is one of the most important strategies for Method's success. Method’s goal of marketing communications was to convey its value, philosophy, information of products to stakeholders, to gain competitive advantage, to maximize its profit potential, and to achieve operational excellence. Method has applied the strategy to keep away from traditional means of advertising. Instead, Method has created an experience around its products through strategic advertising placements such as a pop-up store concept, informational website, and informational booklets. Story telling is another unique marketing practice. The combination of value, philosophy, and storytelling has touched customers’ deep emotion. The product design, internet, printing marketing, and storytelling marketing are all effectively performed. The design, fragrance, and green energy practice together with other communication means successfully helped Method communicate its values to stakeholders. Consequently, Method had been standing out of its competitors.