An Experticity How-To Guide Growing your brand …...Seeding products to top experts or influencers — either free or at a deep discount — and then getting their authentic feedback

An Experticity How-To Guide

Growing your brand with influential experts

Housewaresversion 04

no. 32The Experticity Resource Library

Getting Housewares Experts Talking About Your Brand

We know your experts. Do you?The dream of robots doing all their housecleaning or hosting a cooking show is what gets them going. If you ask which vacuum busts more dust or which grill will really light your fire, they’ve got a solid opinion and reasons to back it up. They’ve built their success on their day-to-day knowledge of home products. They’re your housewares experts, and building a relationship of trust with them is worth it: they can be a powerful voice for improving brand perception and growth.

What’s Inside

1. Meet your match Your brand already has advocates and experts. Let’s talk to them.

2. Hear what they have to say Find out what this important community has to say about your products and brand.

3. Help them talk the talk Connect with your experts so they can make informed recommendations.

4. Don’t forget walking the walk The more experience they have with your products, the more they can say about them.

5. Gather and share inspiring content Lucky for you, experts have big, inspiring lives — and the social posts to match.

6. Case studies See experts in action.

Getting Housewares Experts Talking About Your Brand

1. Meet your matchMeet Sam. He’s been running a taqueria with his family for more than two decades. When dozens of hungry customers rush to grab a meal on their lunch break, he whips up savory tacos and burritos in a flash.

If you want to know which kind of grill is best for making pollo asado or what brand of pressure cooker can braise chile verde to perfection, Sam’s your man.

Sam literally wears his pride on his knuckles with a tattoo of the taqueria’s name. His family built their restaurant from the ground up into the bustling mealtime hot spot it is today. His passion for good food, authentic knowledge and experience make him just the expert people look to for advice on what housewares to buy.

Foster trustWhether you’re plugging into an existing Experticity audience, creating a recipe video for Facebook or designing the newest technology that makes your customers’ homes the coolest on the block during a summer heatwave, you need to know where these passionate housewares experts are and how to make yourself accessible to them. It’s the first step toward building a trustworthy relationship.

Insights

Experts like Sam have

15xmore buying

conversations a week than the average consumer

of people who receive a recommendation from a passionate expert or someone who works in the industry are highly likely to follow it

82%

Getting Housewares Experts Talking About Your Brand

2. Hear what they have to sayExperts love sharing insights on products, techniques and ingredients. So before your brand crafts an engagement strategy, make time to survey these potential advocates. Ask thoughtful questions and truly listen to what they have to say. Not only will you build brand affinity with a loyal crowd, you’ll gain valuable insights you can use to improve both your product and marketing strategies, too.

Find out what these experts are seeing and thinking, and how they perceive the latest trends. Are they recommending you already? Why or why not? Experts can provide valuable input on product features, materials and uses long before you’re even ready for market. Your consumers trust experts. You should, too.

Insights

Even after just one online session with a brand on Experticity, influential experts like Sam are:

4xmore likely to recommend a brand

87%more than their peers

Proven to sell

Getting Housewares Experts Talking About Your Brand

3. Help them talk the talkIdentify your brand’s most influential experts, then offer them regular insider access to engaging content and products that keep them coming back for more. Whether it’s a discount on a new line of handheld vacuums or an exclusive sneak peek at your cookware’s new ceramic technology, nothing inspires passionate housewares experts more than being the first to know about it. It all adds up to a loyal, lasting connection — and experts who can’t stop talking about your products.

Quick Tip:

Keep them on the cutting edge.Sam is constantly asked for recommendations on everything from pots and pans to the best margarita blender. Want a place in that conversation? Connect with experts like Sam authentically and give them first-hand access to your products and people.

Getting Housewares Experts Talking About Your Brand

4. Don’t forget walking the walkThe most trusted recommendations come from people who’ve had positive first-hand experiences with a product — even better if those people happen to be influential experts. Experticity can help you get more of your products into the hands of the very experts who are most trusted for their advice on what to buy. In the process, you’ll be giving them much more to say about what you sell.

Seeding products to top experts or influencers — either free or at a deep discount — and then getting their authentic feedback is a great way to build both word-of-mouth credibility and excitement around new products.

Insights

2/3rds of social buying conversations happen offline83%

of WOM recommendations are tied to personal experience

with a product/brand 5xAn offline buying recommendation is

more likely to drive a purchase

Getting Housewares Experts Talking About Your Brand

5. Gather and share inspiring content

Stand back and let your influential experts do what they do best: inspire others to love your brand. Inspire new customers and drive engagement by featuring authentic content created by passionate storytellers. Our experts can also craft honest, credible reviews for your online sales channel to help provide credible recommendations on what to buy and why.

For example:Skullcandy invited experts in the Experticity network to field-test new products and provide honest reviews. Sure enough, 82% of the experts who participated in a product pre-launch shared reviews on the Skullcandy website.

5 DSam Orozco

305

Buttoning up the last bit of a one week remod in downtown Iguanas Burritozilla

SHOW MORE

Taylor Jenni Raymond

Getting Housewares Experts Talking About Your Brand

6. Case studies

WÜSTHOF partnered with Experticity to create and deliver content that resonated with experts working at retail locations. As a result, sales at stores with Experticity members on staff saw a 3.5x increase in sales compared with other stores.

Traeger implemented an Experticity solution to inspire involvement in the Traeger Nation community and act as an identification channel for experts and digital storytellers. Now 30% of Traeger Nation applications come from this page.

KitchenAid offered exclusive product and brand access to trusted retail experts at a top housewares retailer — and found that the more they engaged, the more they sold. Store locations with seven or more engaged experts sold 97% more KitchenAid products than those who didn’t engage with KitchenAid content on Experticity.

Find out what experts can do for youExperticity is the world’s largest network of trusted experts whose passion, experience and knowledge make them powerful advocates for brands.

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