Goodvertising: Big Ass Fans

In the stuffy world of industrial fans, Big Ass Fans is a breath of fresh air. The company is blowing away the competition with a high quality product line and a lowbrow attitude toward themselves, their industry, and even their customers. One look at their Web site and you will realize Big Ass is no run-of-the-windmill fan manufacturer.

One thing I really like about the Big Ass site is how it effectively mixes business with pleasure. The customer comments, the store, their downloadable wallpaper, etc., are hilarious; but the company also provides extremely useful technical information, case studies, and industry news. They encourage visitor feedback, and I imagine they get tons.

Signing William "The Refrigerator" Perry as their spokesman is a stroke of serio-comic genius. I remember going to a material handling trade show at McCormick Place (Chicago) a few years back. The show was sparsely attended and dull as ditchwater, except in one area, where you could see an enormous and lively crowd. Guess where? Big Ass had The Fridge signing autographs in its booth, and Bear fans and fan fans alike were lined up seventy-five deep to meet him. Every one heard the Big Ass pitch.

Bottom line: Big Ass gets noticed. I'd venture to say it's the only industrial fan company with name recognition outside the industry. By working smart and taking chances with their marketing message, they're gaining fans all over the world.