Fiskars

When volumes are large, small things matter.

Fiskars Group is a Finnish success story of how an ironworks evolved into a global market leader in home and garden. The product range and the number of products sold annually are so vast that few manufacturers dare to dream of such. However, the danger for giants is that even the smallest mistakes can result in tens of thousands of unsold products. Communication in global consumer goods corporations is as extensive as the product volume, leaving little time for small details. What can a small but passionate communications agency offer to such a mastodon?

Dive into the customer’s mind

Many of us seek support for our decisions in both small and large purchases in life. Everyone recognizes Fiskars’ orange-black color scheme and familiar design language, but that is not always enough. We search for information about the right tool for the right task and often end up with the one that best supports our own thoughts and with which we most identify. If there is not enough information available, we continue searching until we find a product or service that meets these criteria. Another influencing factor is a justified purchase decision: even the acquisition of an expensive luxury item can be justified by self-reward, intangible added value, or a discounted price. To best support the purchase decision, these human characteristics must be utilized in marketing.*

The devil is in the detail

During our discussion, our client noted that product presentations and descriptions could be broader, more descriptive, or mood-based – after all, the customer not only acquires a quality product but also a sense of well-being when the product functions ideally and garden or kitchen tasks become easier. We had many discussions about what things, emotions, and values Fiskars and their products embody, so we could convey the same feeling in written form to the consumer visiting the website. We changed details to alter the overall picture.

Like two peas in a pod?

When reading cold technical data, two competing products can appear very similar. However, few of us rely solely on analytical number play; we also seek emotional stimulation. Of these two competitors, the one that provides more justification for why a certain material was chosen, or why the shape of a kitchen knife blade is as it is, ends up in the customer’s shopping cart much more often, even if it is more expensive. Our task was to bring out the emotion more strongly so that the emotional thinking ultimately influencing the consumer’s purchase decision could gain traction and reinforce the idea that “this product is perfect for me.”

Know the person, know the emotional person

We did not change Fiskars’ communication. We did not revolutionize their digital marketing. We did not perform magic tricks either, although they are fun interludes in meetings. We put into words the feeling that is most deeply present in Fiskars’ extensive history. We added to the technically top-quality products just those small details that our inner emotional person needs to make a satisfying decision. We recognized the feeling and put it into words – for others to recognize as well.

* https://www.psychologytoday.com/us/blog/science-choice/201712/10-factors-influence-your-purchase-decisions

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