FANS IN THE MAKING

How Halti can become relevant for international customers and win share against larger brands

December 2015

Pekka Haverinen linkedin.com/in/pekkahaverinen

Photo: X-Over Ride

WHY DOES HALTI EXIST?

WHAT DIFFERENCE DOES HALTI MAKE FOR CUSTOMERS?

FIND A STORY WORTH TELLING

Patagonia grew out of a passion for nature. Peak Performance founders were missing simple but beautiful skiing gear. Fans identify with this

purpose and recruit others.

Not everybody can be Patagonia or Peak, but every company needs a customer-centric reason to exist beyond functional values or profit.

What higher purpose can Halti customers identify with?

OFFER UNIQUE VALUE

What really constitutes value for Halti customers in daily use? What value can Halti realistically

provide better than anybody else?

Customers will be happy to help in co-creation. Build the value proposition consistently into

products, design and marketing. Nail it before extending to all-year

collections.

Examples on next page.

Photo: ultramarathonman.comPhoto: outdoorresearch.com

Halti gear is designed with pro athletes for all athletes. In the Halti world, anybody who steps out into nature

deserves to feel like a pro.

Halti is designed in the toughest conditions in Europe. Halti keeps you warm in storm, sleet or snow.

Halti gear is designed to keep you comfortable and looking smart in multiple sports and daily life in between:

when you press hard, and when you take it easy.

Halti gear is made to survive the everyday extreme: heavy bags, sharp keys, spilled drinks, sled rides,

365 days a year.

Halti gear is designed with clever details that make life easy: reinforced pockets, grippy zippers, reflectors in the right places to make you shine during long winter nights.

PERFORMANCE

ASPIRATION

VERSATILITY

DURABILITY

DELIGHT

Photo: Norröna

I SEE YOUNorröna fans are visible from a mile away

in European resorts. Unique colour combinations worn by the best skiers on the mountain are invaluable marketing.

What iconic design identity can turn Halti gear into viral products and help

Halti stand out in retail?

SYMBOLSSimple visual cues can make Halti fandom

visible to others.

Seeing other "people like me" using a brand drives purchases better

than word of mouth or advertising*. Seeing is believing.

How can others see that I’m wearing Halti?

*What Really Makes Customers Buy a Product, by Hugh N. Wilson, Emma K. Macdonald, and Shane Baxendale. Harvard Business Review, November 09, 2015. https://bit.ly/20Hsa2e

"BUT FINNS WANT BLACK AND BLAND"

80% of customers buy black, white and grey. But what

happens in retail if you don’t offer standout design?

The customer never walks toward the stand, never tries the product, never reads the tags. Demand drops not by

20%, but 40%.

This first moment of truth takes less than 1 second.

Photo: Fjällräven

YOUR FREE UNDERUSED

MEDIAWhen the customer is reading product

tags, you have his uninterrupted attention. He chose to read the tags. He wants information to help him decide.

Compare these tags on Halti and Tierra pants. Which is more engaging

at the moment of truth?

DIALOGUE, NOT MONOLOGUE

You don’t need to be big to inspire loyalty and create a community of fans.

How does Halti inspire customer contributions? How are Halti customer comments visible to others? How do customers know Halti is listening?

COMMENTSI can sort by popularity, but

where are the reviews? What’s the satisfaction rating of

each product? What’s the most loved product?

SHOW MEHow do Halti pros work with

Halti? Are they more than faces for marketing? How did they contribute to Halti products?

How can I be a Halti ambassador?

Recommendations

BIG IMPACT WITH SMALL BUDGETPURPOSE

Define what difference Halti makes for customers, and what relevant value-in-use Halti can provide better than any other brand. Play it back to customers in design and

marketing. Only extend Halti brand to all-year collections after doing this for the core range.

TOUCHPOINTSSketch out every customer touchpoint of the Halti brand, from online down to product tags in

retail. Ensure Halti value proposition is delivered consistently.

DIALOGUEEngage customers in a dialogue. Measure customer satisfaction or NPS.

Make ratings and comments visible. Respond to comments. Publish stories on how you have involved customers in product development.

Recommendations

BIG IMPACT WITH SMALL BUDGETPURPOSE

Define why Halti exists and what value Halti offers to customers. Play it back to customers. Make it recognisable from a distance.

TOUCHPOINTSAdd content about Halti value proposition, technology and community to

touchpoints where customers willingly spend time, like retail product tags.

DIALOGUEMake NPS or satisfaction ratings and customer comments visible.

Respond to comments. Publish stories on how Halti has taken customer input into product development.

Thank you

Pekka Haverinen linkedin.com/in/pekkahaverinen