While visiting with the Brains on Fire crew, they shared with me some work they're doing with Fiskars. I’ve only known Fiskars as a maker of scissors. But Fiskars is much more than a scissor maker. They are deep into the whole scrapbooking thing.
Did you know scrapbooking is a THREE BILLION DOLLAR business? (I didn’t.) Seems all the patterned paper, ribbons, scissors, fabrics, and embellishments add up to being a HUGE business. (Give this marketer a break for being scrapbook business ignorant. I’m a guy after all. Thanks.)
Anyway … Brains on Fire has helped Fiskars to identify some of its customer evangelists and in turn, crafted a Fiskars Brand Ambassador program cutely named, “Fiskateers.” Not only can other Fiskars evangelists become Fiskateers, they can also participate in a Fiskateers blog.
On the just-launched blog, four Fiskateers are actively blogging and sharing their love for all things scrapbooking. Recent posts include Father’s Day book ideas and “get-well” love from Fiskars Sisters.
This Fiskateers Brand Ambassador program is a customer evangelism case study-in-the-making. Nice work Brains! And kudos to Fiskars for embracing customer evangelism.
this is such a great way for a brand to engage a heavy-consumption segment. i applaud them for creating a place for these people to rally around their brand.
paul
Posted by: Paul Marobella | September 21, 2006 at 10:07 AM