The second CMO 2.0 Conversation was a truly fund discussion with Jay Gillespie, the VP of Marketing and New Product Development at Fiskars, Suzanne Fanning, Director of Communications at Fiskars, and Geno Church, the Word of Mouth Guru at Brains On Fire.

If you are not familiar with the Fiskateer community, you should listen to the interview. It is a great case study of how very traditional companies can leverage the marketing 2.0 techniques and programs. What they created is not a community - it’s a movement. You could not shut it down, even if you wanted to. And it also delivered some hardcore results - think 300% increase in store sales and 600% increase in online chatter.

I will distill some of the other nuggets from this great interview in a later blog post, but for now you can listen to it below.

 

 Fiskars interview [49:53m]: Play Now | Play in Popup | Download (78)