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Fiskateers “Energizing” Sales through Social Media

Fiskateers “Energizing” Sales through Social Media

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Forrester Research’s Josh Bernoff and Charlene Li recently published Harnessing the Power of Social Applications in the MIT Sloan Management Review. The article highlights some specific cases of social media being used to address a particular business objective. One of the lessons – leveraging social media to energize sales – featured the Fiskateers, which I was lucky enough to be intimately involved in while at Brains on Fire.

Wendy Jo AveyI am particularly thrilled that they chose to interview Fiskateer #99 Wendy Jo Avey (Fiskateer of the Year 2007) and share one of the many “Wendy Jo stories” of her truly remarkable accomplishments as part of the movement. Last summer, Wendy Jo took vacation from her day job and stepped in to fill a role representing Fiskars at an important consumer trade show when one of the (paid) lead Fiskateers fell ill. Not only did she step in, she stepped it up by hand making and distributing magnets made with Fiskars tools. The magnets promoted one of the movement’s mantras – Performing Random Acts of Crafting – and led recipients to the community website. Wendy Jo’s creativity and good works are a great example of the unexpected fruits of Fiskars active choice to invest in their relationship with their current customers as well as their customers connecting with each other. The customers who feel the benefits of that investment will support you in good times and bad.

A Valentine From Your Biggest Fan

A Valentine From Your Biggest Fan

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It is February 14 and time again to honor those that make life sweeter all 365 days of the year.  There is one brand in whom I have always been a fan, but that evangelism has greatly amplified since the last time cupid came to Hallmark

 

Nau fan Chris said “every great brand has a double or triple bottom line”.  While my previous fandom was simply for brand Husband, this year, Husband took on new roles and new meaning in my life.  Instead of only being my best friend and leading man, this year Husband also became full-fledged CPA (WOOHOO!), Co-child-creator (someone once said “it takes a village” and it at least takes 120% of both of us), and in a moment of loss that still creeps in my throat when I least expect it, Eulogist.  In the midst of all of these major changes, Husband chose to push himself even further – pick up the hats of Counselor and Cheerleader as I explored changing jobs and we seriously discussed moving the family.

 

If I have realized one thing in all the weeks of long distance commuting, it is that brand Husband is my secret weapon. He is the special sauce in my Big Mac, the Santana knit blend in my St. John clothes, the Lucite in my Alexis Bittar jewelry and the cinnamon in my Red Hots. 

 

I already loved you 6 Valentine’s Days ago, but I did not appreciate how much I would grow to respect and honor you.  Our partnership is a diamond whose value and brilliance increases over time as life cuts new facets.  I am so blessed to be in your corner and have you in mine.  Happy Valentine’s Day. 

And yes, you can buy the big screen TV.

Don’t Leave Home Without Them…

Don’t Leave Home Without Them…

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Thanks to Jake for tagging me on this particular assignment. It is particularly apropos as I have been commuting back and forth to DC for the last 5 weeks and have become an expert packer. Here are the items that always make the cut:

Cash – I know, I know, its old fashioned, but there are still some situations that simply require cash and I don’t want to be the person trying to convince the cabbie to take plastic.

Bose On-Ear Noise Canceling Headphones – whether you want to listen to music, drown jet noise, watch a movie or just say “don’t talk to me” to the person sitting next to you, these do the trick. These were a wonderful “first day of new job” gift from my husband.

Magazine-I-Would-Not-Be-Caught-Dead-Subscribing-to – The mental equivalent of comfort food, trashy magazines are my travel indulgence. If you encounter me on the road, chances are there is an OK!, People, or Life & Style hidden somewhere in my bags. When not traveling, I get my fix via Jen whose motto is “I read US Weekly so you don’t have to”.

pashminaPashmina Shawl – The pashmina is the world’s perfect accessory. Made of a cashmere wool derived from goats in the high Himalayas, these shawls are very warm while also being very thin & light. It can be easily stowed in a purse or laptop bag and emerge to serve as a scarf with your winter coat, a shawl over evening wear, or a pillow or blanket for the freezing plane. They are expensive, but pennies a use.

St. John Knit clothes – These are well covered on the blog but appear here, because I don’t ever want to iron in a hotel room again. Ever.

Reservation for a Kimpton Hotel – If a city has one, you can bet I am trying to stay there. I am in their “Inner Circle” and today the front office manager of the Rouge greeted me as if I was a rockstar and had the room waiting with the snacks and bottled water I requested when I strolled in at 9pm. They know that what frequent travelers want is to be welcomed home and they overdeliver every time.

John? Spike? Minjae? What’s in your bags?

Nau: Why They’re Fans

Nau: Why They’re Fans

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While I am a fan of what Nau stands for, I thought it would be better to turn over Nau’s “Why I’m A Fan” post to the folks who wear the clothes and truly get it.

catch up ladyCatchUp Lady, whose post was my first exposure to Nau.

“I would definitely spend a weekend with the Nau brand. With so many companies “green washing” and merely paying lip service to corporate social responsibility it’s nice to see a company that actually IS doing no evil. I think a company like Nau that walks the walk really resonates with my generation – and I’ll bet we see more companies following their lead in the future. Plus, my cousin works for Nau (disclaimer!) and if I took a weekend out there I’d actually get to both experience a great brand AND spend time with family!”

Chris WojdaChris Wojda of the Incite Kitchen

In his nomination of Nau as a Brand Worthy of a Weeekend: Think Patagonia with a little more Patagonia sprinkled on top. Then add a strong twist of Calvin Klein and Armani design aesthetic… and there you have it. Masters at building a sense of community rather than a marketing campaign.

In response to the question “Why are you a fan?”: I’m a fan of Nau because the brand has a clear purpose beyond making money. In my opinion, every great brand has a double or triple bottom line philosophy. They don’t rely on positioning and image, they rely on having a shared purpose with a core group of consumers to sell who they are to the rest of the world…All that said, their style is great. They not only make clothes that will perform while outdoors (freedom of movement, wick away sweat, keep you dry, breathable), their clothes are also made to perform indoors or in an urban environment (designed so that you don’t always look like you just got back from summiting Mt. Hood).

What would you expect from a weekend with Nau? I would expect a time where work and play were one in the same. As with most passionate people, the group at Nau seems to be the type that doesn’t separate work and pleasure because the two totally bleed into each other for them. They would be completely sold out to their brand and cause and very talkative about it. I’d expect a lot of Stumptown coffee (that’s another brand you should explore), a lot of people riding their bikes to and from the office, and a lot of conversation about affairs that on the surface have not a thing to do with selling apparel. They get their inspiration from a lot of places and clearly don’t chase cool. I’d expect a lot of collaboration in their office which would have few walls, few conference rooms, but a lot of sketches, articles, photos, ads, and other shit scattered through-out as inspiration. I wouldn’t expect them to be very secretive as they are more interested in collaboration than competition.