Reddit mentions of Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative

Our agency doesn't delve too much into ecommerce marketing but since it does overlap with the technical side of a business, we research and write about it some.

That being said, delving into a "marketing plan" isn't something we'd typically cover on our blog.

However, I - personally - think the idea of a "marketing plan" is a bit outdated. In the good ol' days brands would hire an agency, request a plan for the year, and the team would continue to execute on that plan all year. It doesn't really make sense when you think of how little room that gives you to iterate based on things like trends, customer demands and current events. (This thought process was inspired by a book I'm currently reading: [Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative] (https://www.amazon.com/Hacking-Marketing-Practices-Smarter-Innovative/dp/1119183170) )

With Chubbies, I think their "luck" with using UGC for marketing really goes hand-in-hand with nailing their target demo. The type of guy that would buy Chubbies shorts would also be the type to take an outrageous photo and caption it with their branding...just to do it. They've really perfected the idea of creating a "loyal fan". There are many brands that are examples of this (Warby Parker, Birchbox, etc.)

So, I don't necessarily think this can come from a plan. To me, their success is a result of validating their product/market fit and having an agile team who can iterate and execute on a plan when they see something working.

As for guides on UGC marketing: I don't have one off the top of my head, but two great resources for marketing strategy are:

[Inbound.org] (http://inbound.org/)

[Growthhackers.com] (http://growthhackers.com/)

Hope that helps!