Now I know that blogs are old hat to many, but today I am going to talk about blogs anyway. It never fails to surprise me when I see ham fisted marketers wading through blogs leaving comments whose entire substance is comprised of the simple mantra “buy our stuff.” To use Internet vernacular: FAIL.
The broadcast methodology is one that does not work on the web. As the first tier of social networks blogs are the medium where the “sell, sell, sell,” mode is trumped by interaction and making connections. Human connections. If you wish to get blogs into your PR mix it has to be done properly. Spam-like PR messages in someone’s comment stream will usually get moderated out of existence before reaching the intended audience.
Now what spawned this post was something I ran across on the web, you see I stumbled by Kiss The Librarian (now More Everything) for the first time in awhile and found the following:
The most amazing thing happened to me.
I got a comment on the blog by someone with a question asking me to email them. I was to send an email to “TheTeam@coraline.com”. This comment was on my post about the Buffy quote on Neil Gaiman’s blog. “Coraline.com?” I asked. Hmmm…what on earth?
So I sent the email and here was the response:
Dear Sara,
We are a group of artists, puppet-makers and animators who, for the past three years, have been working on our new film, Coraline. We are great admirers of your work online and therefore want to send you something special. Something handcrafted. We only made 50 of these something specials, and we think yours will be right up your alley. We’d love to send it to you soon, so please email us back with your mailing address at your earliest convenience.
Sincerely,
The Coraline Team
Portland, Oregon
Go read through the original post here. With a relatively small amount of work The Coraline Team is creating buzz. The pictures of the unique swag are presented along with the overjoyed commentary of the recipient. Talk about motivating a true fan!
This si one of the best efforts I have seen so far, and despite the fact that it presupposes a fan base can be tweaked by someone creative to fit a number of milieus. My hat’s off to the team at Coraline.com, and I am not just saying that because I cannot wait for the movie!
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