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Part 1: On the ground view of Web2.0 marketing secrets

The Wall Street Journal published an article of the secrets of marketing in Web2.0 world.

I read the article and it spurred me to think of how I might have used the points consciously and sub-consciously at blogger events and with clients.

As I think I would be writing long posts for each of the points highlighted in the WSJ article, I decided to highlight certain points as a post each.

Part1: Give consumers (bloggers) a reason to participate

I handled at least four events for clients catered to bloggers. For each event that the clients requested to engage bloggers, I usually evaluate the proposed event and consult the clients if they are suitable for bloggers.

Some suggested a press conference, lumping bloggers and media together.

Press conference might work well for media, but not bloggers.

My reasoning to clients is that bloggers post differently than what media publish to print (Note I used post and not write).

Media usually focuses on the announcement at the press conference.

Bloggers, however, would be posting more about the event itself than the announcement at the press conference.

As most bloggers here are diarists, their posts might include what happened on their journey to the event and even the journey back home.

Hence, if you are looking to host an event for bloggers here in Singapore, provide them with an event of activities they can attend and participate.

One of the clients wanted to launch a high-end dried freeze coffee brand in Singapore.

The client has decided to launch the brand with a fashion show. However, the fashion show would only last a quarter of an hour or less. While it is great to invite bloggers to a fashion show, there isn’t any form of participation.

Hence we brainstormed what else can be done.

One of the team members suggested we do a coffee appreciation and food pairing session.

I thought of a local coffee barrister who ran a cafe in the heart of the city and was quite popular hang out with the bloggers here.

One thing about the barrister that caught my attention was his skill in coffee art. You know, using the foam on your cappuccino or latte to create some art.

His art has been blogged countless times by bloggers who have made a visit to the cafe.

But I thought to myself, what if you invited this barrister to hold a short session to teach the bloggers how to do this coffee art and get them to do their own art on the coffee after the initial demonstration.

The suggestion to do the coffee art was eventually accepted by the client.

During the event, the barrister proved to be the right choice. Not only was he able to demonstrate the art, he also added some tips on coffee appreciation. For example, he taught the audience how to feel the difference in coffee powder, using the client’s and one off the shelf brand.

The bloggers had fun trying to create their own coffee art. Some were attempts were disastrous, but they had fun and it was a unique experience for them.

I tend to notice that most events bloggers here are turning into show and tell sessions at a expensive cafe or restaurant.

My suggestion is to try to get the bloggers to do something at the event. Touching the product and playing with it isn’t doing something.

For example, if you are looking to launch a compact digital camera, run a quick and simple photography contest during the event.

Most digital cameras brand are now pushing for their “smile” shutter mode which the camera will only snap when your object of desire smiles.

Run an on the spot photograph contest theme around the topic of smiles. The best photo could be chosen based on the number and type of smiles, or photos that make you smile.

Get bloggers to experience something at the event. Try not to get them to sit and listen to your “messaging” and sells spill.

External Links:

Facebook Photo Album of Carte Noire launch
eastcoastlife at Carte Noire Launch - WS #24
Rinaz the accidental coffee genius
Sensual Coffee – Even the barrister had something to post..


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