KontrolFreek has taken a “very organic” approach to building its base of customer brand enthusiasts and ambassadors, which it calls FreekNation.
Ashish Mistry, President and CEO, KontrolFreek, sat down with me at IRCE 2015 in Chicago, and discussed how the company was able to work within pockets of influence in its digital marketing to turn customers into fans.
The key to how the marketing team has been able to do this is through a number of different avenues in its digital space.
Authentically develop relationships with customers
“One of the things we realized early on was that this was going to be the core of our marketing,” Ashish said.
The team thought email would be one of the main marketing drivers, he added, but what has been the most interesting development, from his perspective, is to see how important the social role of these brand enthusiasts has been for the customer base.