In 2011, consumer data that we weren’t winning back previous Evinrude owners that switched brands including the Johnson brand which was part of the Evinrude brand umbrella. To build consumer trust, and positive sentiment across the brand and products the strategy was to build a platform where enthusiasts can promote their passion and loyalty for owning the Evinrude outboard. The site is built from WordPress interface but the community is programmed off a Lithium platform.
EvinrudeNation.com allows users to ask questions, give advice and swap stories through easy-to-navigate discussion boards. The site provides a wealth of technical information, including a reference library, about Evinrude and Johnson engines. It also allows users to connect directly with Evinrude representatives who will answer their unique questions and offer expert advice based on decades of experience. In addition, the advantage of having our own community platform was that we could use for CRM and lead nurturing, where as using other social sites such as Facebook and Twitter, does not allow us to obtain the information we need to convert.
The site currently has over 12,000 members and active everyday with posts and questions.
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