A few weeks ago we posted about the success Liz Claiborne New York saw through the creation of an online community. Their story is a great example of how to boost brand awareness and loyalty while simultaneously getting insight from their target market.
Cut to a related story on Fiskars Brands, 350+ year old Finland-based Company, they were seeing low brand loyalty following the introduction of a knock-off version of their products… in response they launched a huge R&D push which showed that despite recognition, they weren’t making an emotional connection. With the goal of increasing brand name mentions and sales in specific geographic regions, Fiskars sent out a national call for part-time (paid) Fiskars Ambassadors, after selections and an intense few days of training the five selected Ambassadors began spreading the word about the true Fiskars products.
These Ambassadors regularly post to a blog about their work – attending tradeshows, lead classes, chat online and interact with stores/ owners to build brand but never sell. In six short months their five Ambassadors numbered 200 (thanks to networking.) There was an increase of conversations online – some 600%. They saw a near 60% increase in hits online, increased sales in stores that hosted a Fiskateer and most importantly saw the creation of marketing tools, events (online and offline) as well as valuable feedback to marketing and product development while strengthening the company’s connection to customers.
Just more proof that social media is a great way to connect with existing and emerging consumers… will you have the next big idea?
