|Marketing| |Business|
BoAt Marketing Strategies: King of Marketing
Turning fashion into a lifestyle.
The journey of boAt started sailing in 2014 with its two sailors — Aman Gupta and Sameer Mehta. From sailing in a “boAt” to being a Shark in Shark Tank India, Aman Gupta has made a mark in the earwear industry. When big electronics and manufacturing giants such as JBL ruled the market in India, boAt stormed through the Indian market with its startling marketing strategies. Both Aman and Sameer understood the market size and needs of the consumer and their precise data analysis for such a big market led them to become the biggest earwear brand in India. Let’s sail through its marketing strategies and get inspired!
It’s a Lifestyle
From the very beginning, boAt always rendered itself as a lifestyle brand. Not just this, even their website name includes lifestyle in it. When products are portrayed as a lifestyle or daily accessories, it shows how the product can be a part of your lifestyle and you can use the product even when you’re not using the product. That’s what boAt did. BoAt collaborated with the fashion models who walked the ramp wearing the company’s products, exhibiting the products as a lifestyle choice!
Digital Marketing
Digital Marketing is one of the most successful marketing strategies for many companies. boAt has extensively emphasized digital marketing through SMS, E-mails, and their social media handles — Social Media Marketing.
Their creativity shines in Social Media Marketing. Staying trendy and creative all across its social media handles is what any company wants in their prime time.
They also keep their customers updated about their products with their crisp e-mails and SMS.
BOAT ADVENTURES
Through their social media campaigns, boAt also focused on the Gen-Z audience through their love for comic books and illustrations. Storytelling campaigns were organized with apt hashtags. One of them was #whatfloatsyourboat. They also took up Indian celebrities to join their digital campaigns with the motive to promote women’s empowerment. The whole motive of such campaigns is to reach a wider audience and integrate the products into their lives.
Influencer Marketing
People are influenced by some of their favorite influencers because they trust and value the content they create. Influencers have a lot of social media reach and companies rely on such influencers to reach a wider audience. You may reach thousands of people with your offline and social media marketing but you shall reach millions of people through Influencer Marketing. Millions of fan following of influencers such as Bhuvan Bam collaborated with boAt with his new song release.
Not just influencers, but boAt was successful in marketing their products with cricketers, celebrity endorsements, and content creators. The company’s products were highly endorsed by many players of the Indian cricket team. Fans feel connected with their favorite stars and influencers when they see them using a product that they own too.
Another interesting thing about their marketing is their hashtags:
#ImAboAthead
#whatfloatsyourboat
#trebelwithboat
Moment Marketing
With their creative and crisp marketing strategies, boAt made full use of moment marketing to their very best. To celebrate Independence Day, boAt seized the opportunity of launching some more new products.
Every company’s marketing team is on fire around Valentine’s Day, and boAt was no exception. Promoting their brand quality with the moment of Valentine’s Day, you can say it was a witty one.
Conclusion
Even in the face of such stiff competition from established brands, boAt managed to achieve the mark of the number one audio wearable brand in India. The company has continued to innovate with both new products and strategies. The company’s success is a result of using the right approach at the right time. The marketing strategies Aman Gupta employed show us why he is Chief Marketing Officer (CMO). I can’t wait until BOAT enters the Metaverse too.
He was also a Shark on Shark Tank India season 1. He has also invested around 9.3 crores in 28 deals. Knowing consumer behavior and analyzing the market needs were some of the important factors in establishing the company’s name in the market. As long as it continues to market itself creatively and crisply, BOAT will dominate the audio wearable industry in India.
