2:10 — Cale Johnson introduces Brains on Fire‘s Geno Church.
2:11 — ?Fiskars is the 2nd oldest incorporated brand in the world (didn’t know that!) and frankly it doesn’t seem like a product that would generate high conversation, especially given that it seems like so many people use them.
2:13 — But Fiskars worked very hard to reframe the conversation from being about scissors to being about people celebrating their creativity, what you can do with them, the outcome.
2:14 — Influence can be made, passion can not.
2:16 — Interestingly, they make you do some work to become a Fiskateer. You have to reach out to someone and get “invited” in, which again seems counterintuitive.
2:17 — But asked “Why do we make it so hard to join?” Because it changes the level of engagement from day one. (I think that it’s interesting that they’ve taken this approach. I wish more brands would opt for creating a deeper engagement with their audience rather then just going for numbers.)
2:19 — When you join the Fiskateers, you get a special pair of scissors with a unique number on it. Creating offline events is critical to the success of Fiskateers.
2:22 — Did it Work?
2:25 — After 24 hours of allowing people to join, they hit their sixth month goal
- 600% increase in online brand messages
- 39% visit daily & spend about 10 minutes/day on site
David: The Fiskateers program is a great example of how when you put your audience first, you can create a very different level of engagement and drive real ROI.
Love this live coverage? It’s all thanks to the fantastically fantastic blogging of David Polinchock.
