A bit about Briggs Headquartered in Milwaukee, Wisconsin, World’s largest producer of gasoline engines for outdoor power equipment
In addition to engines, also a leading designer, manufacturer, and marketer of: Walk-Behind Lawn Mowers Riding Mowers and Tractors Zero Turn Mowers Snowthrowers Home Generator Systems Portable Generators Pressure Washers
Briggs & Stratton products are designed, manufactured, marketed and serviced in over 100 countries on six continents,
Market opportunity Our products are in 60-70 million homes – we just don’t know which ones
Dealer channel is important to us strategically--area for growth and profit. The Dealer is nearly the only place where our brand/company has a face-to-face interaction with a customer. Yet, we have little direct control over that interaction. Investing in Dealer reviews potentially could provide us a "first-mover" advantage versus our other competitors.
For BASCO dealers, we are rolling our Bazaarvoice Local to capture and amplify the advocacy of our local dealers’ customers, and bring those online
Collecting reviews on all BASCO dealers, and making BV local available to a select group of 2,300 dealers BV Local
The objectives are three-fold: Collect VOC feedback on our dealer network and use that feedback to improve our relationship with our dealers, and ultimately, the customer experience at the dealership Educate the dealers, who are generally not digital marketing experts and don’t have critical mass to invest in this on their own Reach more in-market consumers (and businesses) in their search, and guide them to the best dealer in their area.
Consumers are willing to write reviews The feedback is helpful (we’ll pull a couple review examples with constructive feedback in the comments) The content is good marketing copy – nothing to be scared of (we’ll pull a few examples, average rating, etc) Requires hands-on approach - gotta push roll-out through the dealer channel (slow adoption) Lots of communication to the dealer Training, training, training - emails, webinars, and (maybe) in-person
Compliments the product reviews
Going local: Driving advocacy close to home
Going local: Driving advocacy
close to home