Black Rifle Coffee!
Link to Article: https://www.forbes.com/sites/marklrockefeller/2018/04/05/making-30-million-on-coffee-and-passion/#cdaef386aef5
I was interested in this article because I have bought black rifle coffee, but I didn't realize how passionate they were about their business. Plus their videos on youtube are hilarious.
Black Rifle Coffee is a unique coffee company in the fact that they are veteran owned and passionate about their craft. I can personally attest to the quality of their coffee and customer service. To advertise their business they come up with some outrageous skits that you either find funny or deeply offensive. What really sets Black Rifle Coffee apart from other coffee places is that they are veteran owned and operated. Evan Hafer the CEO said he invaded Iraq in 2003 with boutique coffee. The article is about the company you really need to see this ad to understand them:https://youtu.be/IkL4lVMJqDk. The main points of this article were the fact it is a veteran company and they also give loans to other veteran businesses. They are passionate entrepreneurs about their craft and they show it.
The value proposition of Black Rifle is that they pro second amendment and pro veteran which appeals to some people. They offer high end coffee to a market that often gets overlooked or ignored by the other coffee companies.
How they market is using online videos and social media. The way they do it by posting unabashed veteran humor and they are not ashamed or embarrassed by this. By making their videos outrageous it gets them views and shares which is free advertising. The relevance is they are not just sitting around they are making waves and getting themselves known quickly.
The challenge they are overcoming is getting people to buy their coffee who are outdoorsy hunter types. They are not appealing to everyone they are appealing to a niche market of pro gun and pro veteran types. The challenge was letting these people know they could enjoy coffee without feeling less manly or what not.
Their marketing approach is unique in that they are not afraid to make offensive videos and good coffee. They don't play it safe and that has gotten them into a multi-million dollar company. My personal critique is they are marketing geniuses and I may personally like their videos. They do a good job of making waves and getting their product known about.
I learned that you have to be passionate and stay true to your beliefs and you will make waves in the marketing community. I also learned that you really need passion and a vision in order to get your product out to market.
I was interested in this article because I have bought black rifle coffee, but I didn't realize how passionate they were about their business. Plus their videos on youtube are hilarious.
Black Rifle Coffee is a unique coffee company in the fact that they are veteran owned and passionate about their craft. I can personally attest to the quality of their coffee and customer service. To advertise their business they come up with some outrageous skits that you either find funny or deeply offensive. What really sets Black Rifle Coffee apart from other coffee places is that they are veteran owned and operated. Evan Hafer the CEO said he invaded Iraq in 2003 with boutique coffee. The article is about the company you really need to see this ad to understand them:https://youtu.be/IkL4lVMJqDk. The main points of this article were the fact it is a veteran company and they also give loans to other veteran businesses. They are passionate entrepreneurs about their craft and they show it.
The value proposition of Black Rifle is that they pro second amendment and pro veteran which appeals to some people. They offer high end coffee to a market that often gets overlooked or ignored by the other coffee companies.
How they market is using online videos and social media. The way they do it by posting unabashed veteran humor and they are not ashamed or embarrassed by this. By making their videos outrageous it gets them views and shares which is free advertising. The relevance is they are not just sitting around they are making waves and getting themselves known quickly.
The challenge they are overcoming is getting people to buy their coffee who are outdoorsy hunter types. They are not appealing to everyone they are appealing to a niche market of pro gun and pro veteran types. The challenge was letting these people know they could enjoy coffee without feeling less manly or what not.
Their marketing approach is unique in that they are not afraid to make offensive videos and good coffee. They don't play it safe and that has gotten them into a multi-million dollar company. My personal critique is they are marketing geniuses and I may personally like their videos. They do a good job of making waves and getting their product known about.
I learned that you have to be passionate and stay true to your beliefs and you will make waves in the marketing community. I also learned that you really need passion and a vision in order to get your product out to market.
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