Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages
How REI Turned Black Friday into a Marketing Funnel
In this episode of The Marketing Funnel Podcast, Lucas and Luna explore how REI flipped the Black Friday script with its #OptOutside campaign. They trace how a single decision in 2015 — closing all 143 stores on the busiest shopping day of the year — built a marketing funnel that starts with awareness of anti-consumerist values, moves to interest through earned media and employee advocacy, drives decision via membership sign-ups, and converts to action in the form of repeat co-op engagement. Using specific numbers like 1.4 million members added in the first year and a 27 percent increase in…
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