Are You Qualified to Blog About US?

Posted February 29th, 2008 by Kevin

“Submit the URL of your blog and we’ll let you know whether or not you qualify to blog about our products and receive a free sample!”

Huh? Is this some sort of joke?

“We won’t send just anyone a sample of our product. If you have a significant audience that will help generate awareness of our brand while limiting the loss we would experience by allowing just ANY blogger to participate, then submit your URL and we’ll let you know whether you’re worthy.”

Ok…so these aren’t actual quotes, but they might as well be. Notice that I have not included the company name. This was intentional, but clearly not designed to protect the innocent. It’s missing because I am very curious to hear what everyone’s first reaction is.

Let’s take a look at some previous outreach campaigns and the associated risk:

Nikon D80 – Risk Level: High
As most know, Nikon offered the new D80 to popular bloggers for 3 months at no cost with an option to buy at a discounted rate at the end of the trial period. Nikon took a big risk as these camera’s (worth approximately $800) could have been damaged, stolen or “lost” during the initiative. However, as everyone knows, the campaign was a huge success and most likely worth the risk if you ask anyone at Nikon.

(UNM2PNM) Join the Conversation by Joseph Jaffe – Risk Level: Low
Sending out copies of your book to interested readers is a smart idea and something authors have been doing for decades. Asking them to review it once they are done is very “conversational.” Asking them to then post that review on Amazon.com is covering your bases! As the copy of the book costs $30 retail and Joseph offered it to 130 interested people who may have bought the book anyway, he essentially lost about $4,000 (after postage).

Side note: I still owe Jaffe a review…which means I have yet to hold up my end of the bargain…which means I need to start reading…which means I’ll do it and I apologize.

These are two great examples of activating a community. Now, how would you do the same thing if your product was food? Does it matter?

Even if your product can’t be returned, it can be shared and should be shared. For examples on how to do this activity right, read Hugh Macleod’s post on Stormhoek. They sent out 100+/- cases, doubled sales in less than 12 months and received significant reviews in the blogosphere.

Now, take a look at this recent campaign by Joffrey’s Coffee & Tea Company called Java Beta Test. It’s getting some pretty good buzz from Mashable and CNET, but when I signed up; I wasn’t thrilled with the response I received:

Hi Kevin,

Joffrey’s Coffee and Tea Company

What exactly do they mean by “chosen?” What are the criteria for being chosen?

(Update: See the Comments section for details on the Joffrey’s Java beta test)

Entry Filed under: Blogs, Consumer Marketing, Digital Media Relations