Who are the fisk-a-teers?

They are women just like me who love to scrapbook.

They were recruited by the company Fiskars- you know, the scissor company- to help women like me with questions regarding their products. Fiskars needed a way to reach their customers through the web and found a perfect marketing plan to make it happen.

Some people may think it is frivolous, a website dedicated to scrap booking, knitting and sewing, etc. but there are plenty of women looking for that connection.  The Fiskars website gave us just that: we can chat, gossip, ask questions and feel at ease.

I was a stay-at-home mom for 3 years and the Internet was a very important part of my life to stay connected. It gets very isolating, routine and kind of lonely as a homemaker. Don’t get me wrong, I love my kids and enjoyed every minute I spent with them but I craved that outside connection with women like me.

When Indra learned about this case study at Blog World 08 and shared it with the creative team, I thought it was a fantastic idea. What a perfect way to reach out to the people who are using their brand and offer help and support in a fun environment. It got women talking. It started a movement. And it reinvigorated the company’s brand within a strong customer base. (Remember how much purchasing power we have.)

The lesson is simple: find out what your customer wants and needs and build your interactive advertising and marketing around that.

It works……..proof is in the fisk-a-teers.