September 11, 2006
a well-executed blogging campaign is an act of love
[The Cyclaire]
I made a new acquaintance today. I received a phone call from an inventor and entrepreneur named Julian Peck. He’s invented this new kind of bicycle pump, called The Cyclaire. He was referred to me by a friend-of-a-friend.
On the phone we talked about how to do a blogging campaign, in order to spread the word on the pump.
First, I suggested Julian should start his own blog. Why should anyone expect a conversation about their product if they themselves aren’t willing to join in? As I’m fond of saying, the best way to control the conversation is by improving the conversation.
Secondly, I would start reading cycling blogs and start conversations with their creators. Maybe start a marketing campaign by sending favorite bike bloggers free samples of the pump, and see what they have to say. See if this helps spread the virus. This is similar to what we did with Stormhoek, back in the early days.
The important thing to remember here, is to set as few preconditions as possible. If they want to write nice things about it, great. If not, that’s also great. And if they don’t want to write anything at all, that’s fine, too.
The trick to a blogging campaign is, of course, having a good product. A bad product will be eaten alive within hours. A good product will still get the occasional malcontent trying to take a metaphorical baseball bat to it, but if it can survive the onslaught, that can actually work in the campaign’s favor.
A well-executed blog campaign is not rocket science. It is, however, an act of love. That’s what gets in the way for some people. Love is scary stuff.
[Kudos to Euan’s ideas for inspiring the previous paragraph.]
The ideas you blog about came home to me the other night. I was at a book launch in London. I got talking to a film maker. He told me about his film. I asked him how was going to market it. he said, “oh the usual ways with an agency, blahblahblah” I said, have you heard of Hallam Foe, “Oh yeah, dave Mckenzie’s new thing” “So have you read gapingvoid? They’re blogging the film etc.” The guys eyes light up with interest. We talk blogs some more etc. I have two bizcards in my pocket, my own newish design and your slightly older ‘be more shit’ design. I give him yours, tell him to go read your blog see if he thinks it’d work for him or not. Afterwards I was reminded of your pollen and conversations stuff and here it was working (or not) who knows, but if you get a call from a Irish film bloke, lemme know. I take 5% minimum
Hey Hugh — noticed an article on the BT business blog about “is blogging a measurable marketing method” which mentions English Cut:
http://blog.btbroadbandoffice.com/archive/business-blogging/does-blogging-make-a-return-on.php
Em
julian could always start some conversations by giveing away 100 of his pumps to some cyclists…
i’m sure there are some lance armstrong-ish kids out there willing to take and talk about a new fangled free bicycle pump.
Thanks for that, Graham.
Rock on, Em =)
I must say, having been through what I have with English Cut et al, when people ask me if blogs can deliver ROI, I am amazed that question still needs to be asked.
I’m not saying blogs work in ALL scenarios, but they do work for a lot of people I know.
First question for Mr. Peck — I live in the United States. Where can I buy The Cyclaire online and why isn’t this information available on the Cyclaire website?
http://fatcyclist.spaces.live.com/
AndrewH, yeah, I think there’s merit in the idea of giving out samples to bicycle-owning bloggers, not just “Bike blog owners”…
It all depends how many samples he’s willing to give away in order to get the conversation he wants.
I don’t know what it is exactly about this post Hugh — I think it might be the simplicity of it that’s starting to dawn on me. There is no being slick, no trickery involved. It’s just about starting a conversation. It’s true power seems like an iceberg, with it’s apparent effectiveness only revealing a small part of how vastly effective it actually is.
BT are having difficulty recognising that as I found out recently.
http://makemarketinghistory.blogspot.com/2006/08/business-customers-only.html
I started a blog campaign but realize that I was trying too hard. I need to be a lot lighter and more descriptive of what I do and my goals. Thanks for the help.
Bingo Man
http://blogofbingo.blogspot.com/
Hugh,
Your right of course about love. Also include passion, commitment and heritage. We’ve just launched Wensleydaleblog for Wensleydale Creamery in North Yorkshire.
They are Designation of Origin for Real Yorkshire Wensleydale Cheese. Protected Designation of Origin (PDO) aims to promote and protect food products in the EU and is used to describe foodstuffs which are produced, processed and prepared in a given geographical area using recognised know-how. This means that any manufacturers outside of Wensleydale cannot produce a cheese and call it Real Yorkshire Wensleydale.
When I first suggested a blog to the MD David Hartley he immediately agreed. Not because he’s a techie but because he is so passionate about Real Yorkshire Wensleydale Cheese.
The Creamery has been at the heart of the Yorkshire dale’s economy for many years. Over the past 14 years the staff and management at the Creamery have created a thriving business based on the precious commodity of Real Yorkshire Wensleydale Cheese.
The livelihoods of more than 190 Creamery workers and 36 farms in Wensleydale depend on the Creamery and we believe that Real Yorkshire Wensleydale Cheese contributes more than £8m to the local economy. By putting forward our submission for PDO status we are not just protecting the future prosperity of Wensleydale and elevating our product above those manufacturers outside the region.
It’s early days for Wensleydaleblog.co.uk but we have been very encouraged by the response from visitors to the site.
What would be your advice for getting further leverage off the blog — should we be sending samples to cheese bloggers? We’ve already sent consignments to several university cheese appreciation societies (yes, they do exist!).
And finally would you like some cheese? I understand it goes well with Stormhoek.
Thanks for that
Coincidentally I’m pretty sure I know Julian from my yoof in Worcester — he’s the brother of my friend’s ex girlf, if that makes sense! I can’t imagine there are *that* many Julian Pecks in the world.
Anyway, the range of cyclaire products is fab. I have one of these pumps designed to blow up inflatable beds when camping and it’s better than *anything* else I’ve used because it’s easy to use, it’s really quick, it doesn’t use batteries, and it’s really light (it’s just the mattress that’s heavy!). Wish it charged up my phone at the same time — now *that* would be useful!
Highly recommend. Get campers talking about it as well as cyclists.