Comments on: Hanging out with the Fiskateers http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/ Fascinating, Inspiring, Rewarding and Engaging kinded spirits. Wed, 08 Oct 2008 03:31:56 +0000 http://wordpress.org/?v=2.5.1 By: Scott White http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154700 Scott White Mon, 25 Feb 2008 12:24:18 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154700 Gotcha, I figured. So the cause idea plus some grass roots stuff (events, sponsorships, community involvement etc.) could work for a startup. Assuming the start up is truly dedicated to the "movement". Good job with Fiskars. For me a pair of scissors is a pair of scissors (and I would kill myself if I had to scrap book). But I'm waaaaay far from their target market... So if you can get all these people loving a company the way you do then you sir have done a good job. I'll still argue to the death with Spike though that this isn't branding. I think this is an excellent case study for brand awareness, brand image and brand retention. On top of that you've aligned the brand identity with the brand image. So there, it's freakin branding! Gotcha, I figured. So the cause idea plus some grass roots stuff (events, sponsorships, community involvement etc.) could work for a startup. Assuming the start up is truly dedicated to the “movement”.

Good job with Fiskars. For me a pair of scissors is a pair of scissors (and I would kill myself if I had to scrap book). But I’m waaaaay far from their target market…

So if you can get all these people loving a company the way you do then you sir have done a good job.

I’ll still argue to the death with Spike though that this isn’t branding. I think this is an excellent case study for brand awareness, brand image and brand retention. On top of that you’ve aligned the brand identity with the brand image.

So there, it’s freakin branding!

]]> By: geno http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154691 geno Mon, 25 Feb 2008 02:02:54 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154691 Scott, I'm getting what your saying. I like the cause idea too. The Fiskateers community has created a caring community, it's amazing to see where these real people have taken the community. Often what you get are things that we is marketers would never think of in a million years. To make a point about the Fiskateers, the Fiskateers on-line community is just apart of the story. The conversations and their off-line activities is where the real magic stuff happens. Scott, I’m getting what your saying. I like the cause idea too.

The Fiskateers community has created a caring community, it’s amazing to see where these real people have taken the community. Often what you get are things that we is marketers would never think of in a million years.

To make a point about the Fiskateers, the Fiskateers on-line community is just apart of the story. The conversations and their off-line activities is where the real magic stuff happens.

]]> By: Scott White http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154663 Scott White Sun, 24 Feb 2008 12:35:14 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154663 Good question. But maybe if you approach it with a diffrent angle it may work as well. If the brand was new (call it photography developers) maybe you go out and recruit experts in that field (photographers). Set up the website like the Fiskars model. Then introduce the new brand as a "sponsor" to the cause of photography. It may take longer to work but it could pay big dividends. The experts could talk about the company's committment to them and how they see beyond the boundries, blah, blah, blah. What do you think? Good question. But maybe if you approach it with a diffrent angle it may work as well. If the brand was new (call it photography developers) maybe you go out and recruit experts in that field (photographers). Set up the website like the Fiskars model. Then introduce the new brand as a “sponsor” to the cause of photography. It may take longer to work but it could pay big dividends. The experts could talk about the company’s committment to them and how they see beyond the boundries, blah, blah, blah.

What do you think?

]]> By: geno http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154640 geno Sun, 24 Feb 2008 02:09:00 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154640 To make a blanket statement I think the Fiskars model, if you want to call it that definitely can work. But the pieces have to fit. Does the brand really want to have a two way conversation? Is the brand willing to allow customer to co-own the conversation flow? Are customers already having conversations around the brand or its products? Tons of fan communities exist without an ounce of internal-brand open conversation. Then you have brands like Harley-Davidson, Makers Mark, and Fiskars that have institionalized community into their brand culture. I could go on and on, the Fiskateers journey has been magical but it's not a flash in the pan. Crafters talk alot just like Apple users, Mini drivers, and Jericho watchers… are the creators of those products ready to listen? To make a blanket statement I think the Fiskars model, if you want to call it that definitely can work. But the pieces have to fit.

Does the brand really want to have a two way conversation?

Is the brand willing to allow customer to co-own the conversation flow?

Are customers already having conversations around the brand or its products?

Tons of fan communities exist without an ounce of internal-brand open conversation. Then you have brands like Harley-Davidson, Makers Mark, and Fiskars that have institionalized community into their brand culture.

I could go on and on, the Fiskateers journey has been magical but it’s not a flash in the pan. Crafters talk alot just like Apple users, Mini drivers, and Jericho watchers… are the creators of those products ready to listen?

]]> By: Scott White http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154638 Scott White Sat, 23 Feb 2008 23:42:54 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154638 I wonder if this approach can be taken to a more broad area. Scrap booking is very niche. Could you see something like "graphic design" for instance. Where you had the same setup with the bloggers talking about graphic design for say Mac. Or do you see this as more of a very specific niche for it to work. I wonder if this approach can be taken to a more broad area. Scrap booking is very niche. Could you see something like “graphic design” for instance. Where you had the same setup with the bloggers talking about graphic design for say Mac.

Or do you see this as more of a very specific niche for it to work.

]]> By: geno http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154637 geno Sat, 23 Feb 2008 22:46:50 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154637 Scott, crafting is around a 3 billion dollar a year industry. Scrapbooking is just one part of that hobby category. Fiskars understands that the Fiskateers is more than just product. I'm guessing but my guess is that only about 20% of the conversations in the Fiskateer community is actual product specific. As far as extending the Fiskateers into other markets, thankful Fiskars does not force anything into this community. The conversation is totally driven by the community and I think that's a big reason why Fiskars has seen valuable benefits. Scott, crafting is around a 3 billion dollar a year industry. Scrapbooking is just one part of that hobby category. Fiskars understands that the Fiskateers is more than just product. I’m guessing but my guess is that only about 20% of the conversations in the Fiskateer community is actual product specific.

As far as extending the Fiskateers into other markets, thankful Fiskars does not force anything into this community. The conversation is totally driven by the community and I think that’s a big reason why Fiskars has seen valuable benefits.

]]> By: Scott White http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154633 Scott White Sat, 23 Feb 2008 21:41:09 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154633 Interesting. Was scrap booking their primary vertical or was it a smaller vertical? Fiskars offers many products outside of scrap booking right? Why don't they extend this into more markets? 3 times sales activity says it may be a good idea? Interesting. Was scrap booking their primary vertical or was it a smaller vertical? Fiskars offers many products outside of scrap booking right?

Why don’t they extend this into more markets? 3 times sales activity says it may be a good idea?

]]> By: Spike http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154627 Spike Sat, 23 Feb 2008 18:03:20 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154627 Thanks for the comment, Scott! The Fiskateer program is actually an ambassador movement lead by four lead (paid) Fiskateers who lead a community of 4000 (to date) volunteers in spreading the goodwill of the company. If you'd like to learn more about it, there are many articles and blog posts out there about the movement which contain some great insight, including: <b><a href="http://sloanreview.mit.edu/smr/issue/2008/spring/01/" rel="nofollow">MIT Sloan Review</a></b><br /> <b><a href="http://moblogsmoproblems.blogspot.com/2006/07/lesson-in-how-to-empower-your.html" rel="nofollow">The Viral Garden</a></b><br /> <b><a href="http://www.marketingprofs.com/casestudy/27" rel="nofollow">Markting Profs</a></b><br /> <b><a href="http://brandautopsy.typepad.com/brandautopsy/2007/11/update-fiskatee.html" rel="nofollow">Brand Autopsy</a></b><br /> <b><a href="http://www.computerworld.com/action/article.do?command=viewArticleBasic&taxonomyName=analytics&articleId=9060962&taxonomyId=161&intsrc=kc_feat" rel="nofollow">ComputerWorld Magazine</a></b><br /> Thanks for the comment, Scott!

The Fiskateer program is actually an ambassador movement lead by four lead (paid) Fiskateers who lead a community of 4000 (to date) volunteers in spreading the goodwill of the company.

If you’d like to learn more about it, there are many articles and blog posts out there about the movement which contain some great insight, including:

MIT Sloan Review

The Viral Garden

Markting Profs

Brand Autopsy

ComputerWorld Magazine

]]> By: Scott White http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154624 Scott White Sat, 23 Feb 2008 12:13:26 +0000 http://brainsonfire.com/blog/2008/02/21/hanging-out-with-the-fiskateers/#comment-154624 If I understand this program it basically works like this: Fiskars built a blog and hired 3 people to blog for it. They blog about scrapbooking on a regular basis. Is that it? If I understand this program it basically works like this:

Fiskars built a blog and hired 3 people to blog for it. They blog about scrapbooking on a regular basis. Is that it?

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