integrated campaigns that get results a cutting edge case study
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Integrated Campaigns That Get Results A Cutting Edge Case Study. Ohio Web Leaders May 19, 2008. Every category has influencers. Case study subject: Not fast cars Not beautiful actresses Not trendy technology Not boy wizards Not rock bands Not even Barack Obama.

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Presentation Transcript
every category has influencers
Every category has influencers

Case study subject:

  • Not fast cars
  • Not beautiful actresses
  • Not trendy technology
  • Not boy wizards
  • Not rock bands
  • Not even Barack Obama
every category has influencers2
Every category has influencers

Fiskars’ Goals

  • 200 members
  • Increase online buzz by 10%
  • Increase website traffic
every category has influencers3
Every category has influencers

Fiskars’ Results

  • 815 members in 45 states
  • Increased online buzz by 341%
  • 130,000 website visitors from 40 countries
how did they do it
How did they do it?
  • Recruit four influencers through traditional and online channels
  • Provide onsite training for influencers
  • Allow face-to-face time with product development
how did they do it1
How did they do it?

Influencers:

  • Created blog posts
  • Hosted online chats
  • Attended tradeshows
  • Worked in-store promotions
how did they do it2
How did they do it?

Supported by:

  • Custom microsites
  • Direct mail to Fiskateers
  • Offline multi-level marketing
and it was a hit
And it was a hit!

Blogosphere chatter

and it was a hit1
And it was a hit!

Organic, paid and shopping engine top rankings

and it was a hit2
And it was a hit!

Viral marketing about viral marketing!

the lesson
The lesson?
  • In the new marketing world, success is about cutting through the clutter with an integrated approach, to reach:
    • the right consumer
    • with the right message
    • in the right medium
    • at the right time
the lesson1
The lesson?
  • Typical marketing yields typical results?
    • Since 1994, AmEx\'s TV ad spending feel from 80% of its total advertising budget to 35%.
    • 78% of the top marketers feel the potency of their television advertising has declined
    • Advertising executives are shifting their ad budgets away from traditional channels because of the changing media habits of consumers.
questions and comments
Questions and comments?
  • Stay tuned at OhioWebLeaders.com for more!
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