Fiskars gives a little signature extra to its new Fiskateers

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A welcome package that includes a limited edition engraved scissor and a personal note

I had a chance to meet Geno Church of Brains on Fire at the NewComm Forum in San Mateo, CA. Geno’s presentation was entitled, ‘The WOM Confessional: Lessons Learned from Creating Brand Movements’. Part of the presentation included a case study on Fiskars. Geno shared an example that ‘makes the cut’ into the Purple Goldfish Project at #353.

Fiskateer Scissor

The Fiskateers

I had an opportunity to sit down with Geno after his presentation. We did an interview for MENG (Marketing Executives Networking Group) on ’starting a movement’ which will be posted in the next few days. In addition I asked Geno about an example of lagniappe he shared about Fiskars. For the fiskateers movement the company sends a ‘little something extra’ to its new members.

Here is a 2 minute clip of our conversation:

Geno underscores the significance that ‘90% of word of mouth happens offline’ and that we need to create offline experiential platforms for consumers. I absolutely love the engraved limited edition scissor in the craft inspired box. The package also includes a handbook and a handwritten ‘welcome’ note from Fiskars. You can check out the Fiskateers site here.

Here is a little background on Geno:

Geno Church Brains on Fire, Word of Mouth Inspiration Officer

Geno Church, is responsible for developing word of mouth, buzz, viral and evangelism strategies for the agency’s clients. In his 15 years with Brains On Fire, Geno has helped build word of mouth into the identities of brands including Fiskars Brands, the American Booksellers Association, Rawlings Sporting Goods, National Family Partnership, Earshot Independent Music Stores, the US Office of National Drug Control Policy, Ronald McDonald Children’s Charities, and Rage Against the Haze (South Carolina’s youth led anti-tobacco movement). Geno received an advertising degree from the University of South Carolina.

Today’s Lagniappe (a little something extra) – here is a recent presentation from Geno on Slideshare:

SM Business Forum – Geno Church

View more presentations from Brains on Fire.

Where is the lagniappe in your marketing? What’s Your Purple Goldfish? Download the FREE eBook here

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.

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