Fiskateers: a Social Community That Became a Veritable Sales Force

My Case Study about the Fiskateers, an online community created by crafting tools supplier Fiskars Brands, is on MarketingProfs today. (sub required, and worth having.)

Crafting is a $10 billion dollar industry with everyone from mom-and-pop stores to big-box giants selling a wide range of products. There isn't a clear leader in this flooded market when it comes to sales, or to making a connection with passionate customers.

Though by no means cutting edge in the usual sense... scissors and related tools help drive the crafting industry. Fiskars Brands, Inc., a global brand based in the Netherlands with U.S. headquarters in Madison, WI, was losing sales of craft tools—including its famed specialized scissors—to commoditized, cheaper products available in Wal-Mart and other chain stores.

The solution? Create a community of Fiskars supporters who could spread the word that authentic Fiskars products are worth not only their price but also any special effort to obtain them. And target younger consumers, who are more active online.

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