3-Minute WOM Lesson: Lessons from the amazing Fiskars fan community — live from Word of Mouth Supergenius

[Welcome back to the You Can Be a Word of Mouth Marketing Supergenius! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

As a preview for Word of Mouth Supergenius on July 20 in New York, we’re taking a look back at some of the amazing presentations from our last “How to be Great at Word of Mouth Marketing” conference in Chicago.

Here, Spike Jones shows us how Brains on Fire created the amazing Fiskars fan community — a community that increased sales 300%, significantly reduced advertising expenses, and generates 13 new product ideas a month — all for a 360-year-old brand. His big ideas:

1> Involve fans from the beginning
2> Don’t make it about scissors
3> Fight an injustice
4> See Spike’s live presentation from Word of Mouth Supergenius

1> Involve fans from the beginning

Often, your fans have better ideas than you do. Before launching anything, Spike and the crew at Brains on Fire went around the country to small crafting stores and met their most devoted customers, seeking their input on what they needed in a community. By involving fans in the earliest stages, they built buy-in and sparked excitement around the Fiskars project long before the community was established.

2> Don’t make it about scissors

Most customers aren’t interested in talking about your products. Instead, give them a place to talk about their passions related to your products. The conversations within the Fiskateers fan community is so strong because they’re not about scissors, they’re about what you do with scissors.

3> Fight an injustice

Great communities stand for something. More than just to discuss crafting, the Fiskateers’ purpose is to create a fun, friendly environment where everyone is welcome (and they kick out those who break that pledge). It’s a rare feeling in the surprisingly mean-spirited online crafting world.

4> See Spike’s live presentation

Check out Spike’s presentation from Word of Mouth Supergenius — and join us live in New York on July 20 to see a bunch of amazing marketers share case studies like this:

email

Tags: , , , , , , , , ,

Comments are closed.

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again