Multichannel Marketing, The Patagonia Way

Cheerleaders start identifying with Patagonia’s core values and appreciate its socially conscious business practice. They’re avid buyers, 95 percent of whom recommend the company to friends and family, often via online communications. “You find these pockets of people who think like yourself and become extremely good buyers,” Griswold said. In two years, cheerleaders have a contribution of $406.