I doubt many of you saw this recent feature piece in the Wisconsin State Journal, titled, "Staying on the cutting edge: Fiskars hopes personal marketing approach will help it regain position as industry leader".
I have noticed the recently launched marketing campaign in the scrap magazines, often near the front -- a full page ad with a page out of an illustrated journal, where the journaling describes how crafting affects the crafter's life. [See page 70 in the June 2006 Creating Keepsakes, for an example.]
The article in the WSJ goes a little more in-depth into this marketing campaign. Nathan Leaf writes:
The company made famous by its orange-handled scissors has sent
scores of blank journals to its loyal customers. The journals feature
prompts at the bottom of the page such as "Using any means you want,
express the feelings you get when you give someone a gift you made
yourself."
The new marketing strategy, of which the journals are
just one part, is targeting hardcore hobbyists, said Bill Nee, senior
vice president of human resources at Fiskars Brands.
"It's developing a relationship with passionate users," Nee said. "If you can grab those people, others will follow."
Interesting. This reflects a real change in perspective in marketing in general, or at least what is definitely true for today's Web 2.0 culture -- to truly communicate with your customers/market, it's not necessarily about features and benefits of your product/service. You HAVE to keep in mind, "What's In It For Me?' Or if I use this product/service, how will my life improve? What do I get out of the deal? Notice the comment mentioned in the WSJ article, made by a marketing consultant brought in by Fiskars to do an in-house marketing seminar:
"Consumers do not believe that the tools necessarily enhance the
experience. . . . To imply that is really a turn-off," the consultant
told the group. "They told us in spades that they find inspiration
almost anywhere else. It has to be about them. It has to answer 'What's
in it for me?' and less about us."
Two things to take away from this article, and this topic.
- How can you establish a relationship with the "passionate users" of your product/service? Fiskars sent out blank journals to loyal customers. What if you defined some of your loyal customers and sent them a selection of product, seeking their feedback? If you include a cover letter, describing how you value their feedback as a loyal customer, this could generate good buzz for your company, plus yield valuable feedback. If I were a small scrapbooking manufacturer, I would contact a few of my regional sales reps, and have them talk to a few local retailers. Find out from them who buys a lot of my product, then arrange to send them a "Brand Ambassador" package, thanking them for their patronage and seeking feedback.
- When creating your marketing materials, keep in mind your customer's perspective, "What's In It For Me?" Don't just describe how your business is different or better -- describe how the end user's projects/life will improve if they do business with you. As Stephen Covey said, "Begin with the end in mind." When creating products/services, and later marketing them, imagine how your customers will use them. Imagine how their current situation will improve, then describe what that improved future will look like. Paint the picture of What's In It for Them.
