It’s not rocket science. But it IS hard work. And that’s why you don’t see many brands ever doing it. Love Taylor Swift or hate her, there’s something to be learned here.
You see, the Fiskars community – as heralded as it was – looks nothing like the community that was created some years back that led to 600% increase in online mentions. Or the one that caused a 300% increase in sales in key markets. Or the one that brought a community together online and off to create unbreakable bonds.
Since I’ve previously experienced it, I know what’s coming. But what makes it fun for me is to watch someone else experience it for the first time. In other words, I delight in their surprise and delight.
Create content that feeds customers egos – not yours
In our day-to-day marketing lives, when we’re all down in the weeds, dealing with regulations or crisis or product launches or whatever today may…
Maybe it isn’t partnering with a cause, but finding one within.
So often we ask customers to put skin in the game and do things for us. Maybe it’s time brands did as well?
I’m a huge proponent of the good ol’ marketing tactic of “surprise and delight.” We see it in many forms these days – across…