webkinz marketing ploy or true groundswell?
For one of my clients, I have a Google Alert set for ‘environment kids’ and over the last week, the query has returned several blog and zine articles talking about how wonderful the Webkinz animals and website are. The articles are quite similar which makes me wonder if these bloggers and writers are desperate for things to write about (and recycling content) or if Webkinz is spreading this promotional material around.
My cycnicism might be connected to the fact that I think the only thing that Webkinz is teaching children is the art of needless consumption. Don’t these articles show that people are still drinking the Kool-aid? Because if it is the groundswell, then the people are speaking and they truly like the product. Maybe I’m too harsh, and the Webkinz franchise is good because it keeps kids away from drugs and sex.
Let’s just say that this article proliferation is the product of a Webkinz marketing programme. I wonder if it’s effective…and I imagine how it could be more so. Warning: There may be some true marketing nuggets buried under my glib attitude.
1. Get more people to post this article. I’ve only gotten about 15 returns (mind you my Google Alert’s reach is limited). If they really wanted to energize this thing, they could activate thousands of mommy bloggers by offering a free stuffed animal in exchange for a post. It would be a great investment because the toys are as addictive as crack…according to the articles.
2. Add some video. That’s where it’s at. Why ask people to read, when they can watch. Show us some adorable children playing with their toys and computers. Prove that Webkinz are so wonderful.
3. Sprinkle in some links. The articles only have one link – and it’s to a Webkinz blog…not even to the Webkinz site! Hmmmm, very interesting. Maybe this blogger is behind it all!
4. Try to shut down the articles. Nothing makes press like trying to get something removed from the web. If the company made a stink about this blog being linked to (even if it’s theirs) or about all of these unauthorized articles, it would be very loud and then the articles and attention would spread like poison ivy and eventually turn into money.
Don’t think I haven’t noticed that their ploy has worked on me. Here I am, talking about Webkinz. Something I vowed not to do, ever.
Have a wonderful weekend…
Filed under How To, Marketing | Tags: blog marketing, copywriter, copywriting, Groundswell, Julie Roads, marketing writer, mommy bloggers, online marketing, viral marketing, Webkinz, Writing Roads | Comment (1)why we are so important: The Groundswell
One of my favorite bloggers, Ron Miller, who I unabashedly write about from time to time, has written another stunning post that happens to align directly with my current goings-on. His post illustrates one of the things that I love about Web 2.0: you just never know where the day or your interactions will take you. Ron was interviewing Brent Leary, a partner at CRM Essentials, about something completely different, and Brent mentioned that if your vendors aren’t supporting you the way they should be, you can just go to Twitter for help…help from the people, all of us regular Joes and Jolenes.
I just so happen to be reading a fantastic book by the likes of Charlene Li and Josh Bernoff called Groundswell: Winning in a World Tranformed by Social Technologies. It’s a bestseller, a must-read and a must-understand kind of book. And, it speaks to Brent’s comment above precisely.
The ‘groundswell’ is us – you and me, the people who are on social networking sites like Facebook, YouTube and MySpace; the people who use digg, de.licio.us and hugg; people talking on forums, in chatgroups, and on listserves; bloggers; blog readers; websurfers….people on Twitter who are ready to provide guidance.
We are beyond powerful. Through our online communication, our listening, our sharing, our reading, our participation, we have figured out ways to work around big companies. Not only do we not need them so much (are they here for us anyway?), but we can tell them about how to improve their product, services, company. Companies/people can be smacked down by the groundswell, ie. when they try to fight it by trying to get something taken off-line which creates an instant fervor to spread the item far and wide, or they can find incredible success by listening to the groundswell and participating themselves – ultimately by respecting the groundswell, ie. all of us.
I could talk about Groundswell all day long, but I won’t! Go read it…especially if:
- You think this Web 2.0 stuff is going to kill you, meanwhile, you have no idea what it is or even if it’s a good idea.
- You know this Web2.0 stuff is critical for your business, but you have no idea how to do it or you think you know exactly how to do it.
- You are a writer, designer, marketer, etc…and want to serve your clients in the best way possible.
