This content relates to: NEW PRODUCT & SERVICE DEVELOPMENT
HIGHLIGHTS
Yeti collaborates with over 150 industry professionals or “ambassadors” throughout the product design process.
Yeti obtains rich product design feedback by building long-term relationships with potential ambassadors.
This ambassador feedback enables Yeti to ensure brand authenticity and community engagement.
Yeti is a global designer, retailer, and distributor of innovative outdoor products including coolers, drinkware, bags and apparel founded in 2006.
Shelley E. Kohan
The Robin Report
The story of Yeti…quality products “Built for the Wild”
Yeti’s founders, Roy and Ryan Seiders, were outdoor enthusiasts who grew tired of replacing coolers that would constantly break; the handles would fail, the lids would cave in and the latches would snap off. The Seiders brothers set out to make a cooler that was “Built for the Wild.” Yeti has since expanded its product categories beyond coolers with revenues hitting $1.6 billion in 2022.
Yeti Ambassadors drive product innovation
Throughout the product design process, Yeti collaborates with its ambassadors who are a diverse group of men and women throughout the United States, the United Kingdom, Canada, and Australia. The ambassador group is composed of world-class anglers, hunters, rodeo cowboys, barbecue pitmasters, surfers, brew masters, fitness experts, skateboarders, and outdoor adventurers who embody the brand. Yeti uses the ambassadors (industry professionals) to test product prototypes and provide feedback that is incorporated into final product designs. Matt Reintjes, president and CEO of Yeti, said in an interview that the ambassador program is the backbone of the business with over 150 ambassadors across a dozen plus communities.”
Brand ambassadors come from the community
“We are deeply embedded in communities and build relationships with potential ambassadors slowly over the course of many months, typically upwards of 2 years,” stated Paulie Dery, chief marketing officer of Yeti. When asked about how these ambassadors are incentivized, Dery explained how the company supports them through their close relationships and being part of their community. “Our relationships with our ambassadors are built on mutual respect and admiration for the work we do and our shared passion for the wild,” said Dery.
Yeti Ambassadors are outdoor enthusiasts who test products in the wild and provide feedback to the company cultivating a culture a innovation.
The prototype feedback provided by ambassadors extends across many business functions including engineering, design, and marketing. “We want to ensure everything we showcase is grounded in authenticity and appropriately highlights the pursuits and communities we serve,” explained Dery. “The ambassadors are a critical part of the innovation process across Yeti’s entire product portfolio. If our products can hold up and meet the needs of our ambassadors, there is little doubt in our minds these products are ready for anything a customer can throw at them.”
Best in class
“These individuals represent the tip of the spear in their respective pursuits and really test the limits of our products in terms of quality, durability and performance out in the wild in a way consumers typically don’t,” stated Dery. “Our constant communication with the network of ambassadors within the Yeti community managers allows for ongoing dialogue. We coordinate ambassador summits to showcase new product innovation and understand how we can better support their pursuits/communities.”
Key takeaways
Ambassadors provide rich data and information about product use, functionality and durability, so capturing and taking actions based on the feedback continues to drive innovation. The highly engaged community of ambassadors breeds deep loyalty and creates a level of authenticity for the brand. For Yeti, brand equity Is high, as the company has always been centered on creating high-quality products for the wild.
Shelley E. Kohan
Chief Strategy Officer, The Robin Report