On Wednesday, Feb. 14, WOMMA hosted a teleconference that was all about customer evangelism -- the art of making your customers not only happy with your company, but genuinely excited about it. For speakers Suzanne Fanning and Virginia Miracle, the muse for that excitement is Fiskars-brand scissors, the famous orange-handled shears.
In an hour-long teleconference on creating brand ambassadors, Fanning, senior manager of public relations for Fiskars Brands, and Miracle, director of word of mouth marketing for Brains on Fire, analyzed their successful "Fiskateers" program, which has turned scrapbook enthusiasts worldwide from hobbyists into loyal Fiskars fans via a brand-centric fan club and website.
Fanning and Miracle discussed both their marketing challenges and their marketing solutions. Their ultimate realization: When you pay attention to your customers, they'll go above and beyond for your brand.
Featured Speakers:
- Suzanne Fanning, Senior Manager of Public Relations, Fiskars Brands
- Virginia Miracle, Director of Word of Mouth Marketing, Brains on Fire
Challenges presented:
- Product imitation by competitors
- A "utilitarian" brand image
- Low brand recognition
- Lack of emotional connection with the brand
Solutions offered:
- Monitor existing customer conversations
- Engage influential customers in your own dialog
- Empower evangelists with marketing tools and fodder
- Create a discussion and networking forum for passionate customers
- Make your customers feel special
- Listen to what your customers are saying
Download slides presented during the call here (2.36 MB PDF)