Storytelling Weekly – #007 Snow Peak

The year was 2018.

My wife and I went on our first camping trip. We were complete beginners with no experience, expectations, or equipment.

But the moment we arrived, my wife was hooked.

Camping combines everything she loved:

– Short road trip

– Breath-taking views

– Gathering with friends

– Eating all night with a few drinks

– Campfire under the stars

etc

It’s like playing house but for adults.

Over the next 5 years, we upgraded our equipment – from a borrowed tent to a 2-person hiking tent to Coleman LDX…

But the one brand on our wishlist is – 

Snow Peak (the CHANEL in camping).

So, today, let’s detour from food and talk about Snow Peak.

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these stories in email campaigns.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - Snow Peal Logo

Snow Peak is a mammoth in the outdoor industry.

(founded in 1958, 27.37 billion revenue, ~700 employees)

It was first established by Yukio Yamai – out of his frustration…

Because Yukio couldn’t find the climbing gear he wanted.

Then, the Japanese brand went through multiple transformations – 

From customized metalwork for climbing gear to stylish camping equipment to fashionable outdoor apparel.

Today, Snow Peak is the premium representative for outdoor activities.

Storytelling Tactics

Now, most camping gear is expensive.

For example:

One Coleman large-size tent with dark room technology can cost up to $650.

But Snow Peak is still the premium.

So, how do they maintain their status & price tag?

A big part of it is…

Identifying one specific target market.

To be honest, you can never justify the price from a logical standpoint.

Ecommerce Email Marketing - Snow Peal Comment

(It’s kind of like Last Crumb. How do you justify a $12 cookie? You can’t.)

But a lot of campers are not buying the technical specs…

Instead, the big selling point is to “look cool” in front of other campers –

Especially since many campers are pretty wealthy.

In other words, it’s the IDENTITY.

So…

“If you want cheap, visit Decathlon.”

“If you want good value, consider Coleman.”

“But if you want STYLE, it’s Snow Peak.”

Email Tip of The Week

When it comes to email marketing, one of the biggest mistakes is:

Trying to write for everyone.

If you try to appeal to everyone, you’ll appeal to no one.

So, the best way to stand out among your competitors is – 

Identify a sub-niche in your target market, and focus on attracting the best prospects ONLY.

When your competitors are trying to be everything for everyone…

You become the David Harrison for bikers.

The Chanel for socialites.

The Snow Peak for campers.

This helps make your messages laser-focused…

…and attracts customers who will stay loyal for life.

To Summarize:

So, the next time you’re writing an email…

Think of one great customer you had. Someone who you want more of.

Then, write to him/her directly, ignoring everyone else.

In return, your copy will attract even more ideal customers.

And if you want help, subscribe below, and I’ll show you how 👇