Written by: Vickie Sullivan | November 09, 2023
Marketing Lessons from Build-A-Bear: How to be an Effective Copycat
The holiday shopping frenzy is already upon us, and toy companies like Build-A-Bear have ramped up the entertainment factor and are piggybacking on the Barbie bonanza. Like Mattel did with its Barbie franchise, Build-A-Bear will soon “launch a ‘new, elevated and integrated marketing and media program’ to push its upcoming animated movie, ‘Glisten and the Merry Mission,’” according to a recent Bizwoman article.
They say imitation is the greatest form of flattery. And when done well, it can also be lucrative. So, how can you use other people’s momentum and attention to your advantage? And do it in such a way that you don’t look like a cheap knock-off.
2 Strategies When Copying Another Company’s Marketing Program
Build-A-Bear uses two strategies that you can apply when using the same marketing program as a top brand:
• Be selective at first: During the height of the Barbie madness, Build-A-Bear jumped on the “make everything pink” bandwagon with a licensed collection of Barbie-themed items. By adding products that are easy to implement, the company used the attention to its advantage. The next time there’s a bandwagon, think about small and easy changes you can make to your service lines. (These should be items that you can remove after the popularity wanes.)
• Be strategic with the timing: Sure, Build-a-Bear has made movies and games around their products before. But the Barbie popularity opened an opportunity to expand. The holiday-themed Merry Mission campaign is far enough after the Barbie madness so that it doesn’t compete, but close enough that children’s and parents’ interest in toy-based entertainment is still high.
Competitors copy each other all the time. The strategic use of other people’s attention can be a potent marketing tool, but only if you do it right.
Listen: How to Choose the Right Bandwagon
Now Read This:
- How to Neutralize a Copycat
- Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road