Blogger relations programs have moved a little farther up the hype cycle and are, as a result, running into some minor problems. Public relations agencies, old line marketers and word of mouth specialists have been at the game for about two years now, and niche markets have finally begun to overlap.
Example one: I have a friend who is a mommy blogger. She was the grateful recipient of a Nokia N6682 last year. This year, Motorola’s sent her a KRZR.
This would be expected at more focused blogs. For example, you’d expect a travel writer to receive more offers for free travel, or at least a phone call from a charter airline operator.
Mommy blogs, though, seem to be a more valued target for blogger relations programs. Maybe its their open and frank discussion of real-world problems and events with their readers. They certainly fall into the right target demographic.
Clearly what’s needed is some sort of clearinghouse, where PR, marketing and WOM agencies can compare notes on the blogger relations programs currently in the field.
Maybe that’s something the the Welcome Wagon could take over – now that the internet and hyper-effective direct mail have destroyed their marketing model.
[tags] blogger relations, Nokia program, WOM, Word of Mouth [/tags]