COVER StORy
www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT APRIL 2015 15
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Carissa Gingras is marketing director of
consumer engine and service with Briggs &
Stratton Corporation. In her current role,
she focuses on developing communications
for dealers and consumers in the outdoor
power equipment industry. She has more
than 20 years of marketing experience
working with both national and global
companies, including General Electric, Honeywell, Ashley
Furniture Homestores, Bridgestone/Firestone and Bon-Ton
Department Stores.
dia, word of mouth is amplified beyond a one-to-one conversa-
tion, and instead becomes a conversation broadcast to a much
larger group. Millennials are in constant communication with
their peers and family via social media. With each user having a
large community network, companies can use this connectivity to
encourage their customers to share — share product purchases,
share favorite brands, share experiences, and share their opinions.
Host a sweepstakes where your customers share pictures of them-
selves using your products, or visiting your store. Have your cus-
tomers post a comment on your social media pages, talking about
their experience with your dealership. And reward customers who
share information, either by liking, commenting, or retweeting.
EngagE with usErs
To be effective and to grow your online community, you should
engage with your followers by starting and participating in con-
versations. With social media, you can find fans, connect with
the brand enthusiasts, and drive more traffic to your website just
by liking photos or commenting.
gathEr fEEdback and rEspond
Social media is inherently used to share experiences and opin-
ions. You will never have to wonder what your customers think
about your service or product — it will be posted for all to see
on your social media platform. Keep an eye on what people are
saying about your name, company or brand online — and fix
any problems promptly. Make sure you take the opportunity to
respond to your followers within the social media platform, and
let them know you care.
bEcomE a thought lEadEr
Become a useful resource for customers. Whether through blogs
or how-to content, position yourself as a resource for customers
by providing educational content. In the future, customers will
seek your company out not only for assistance, but also advice
on what service to use or product to purchase.
By finding the social media platform that makes sense for your
business, and following some of these tips, you will have the ability
to reach, and more importantly to engage with, your customers —
customers that are living in today's social media world.
