Timing is interesting. Markham Nolan blogged about, well, bloggers being used and abused by marketing types and quoted the example of The Big Switch outreach done by Bord Gáis electricity. Go read it and come back. This post is my comment as he “plucked out” a comment I left and given that I’ve been named, I’m not intending to be shamed.
(I have shame, don’t use it much)
The rest of this post is the comment I left…
I think I need to defend myself after you “plucked me out”.
I’ll go with this one example of the Bord Gáis meetup. This wasn’t a scheme dreamt up by a PR firm, this was Bord Gáis doing it themselves. All the bloggers that attended did so out of curiosity. None of us knew what it was going in.
If we did, I suspect a different group of bloggers would have shown up.
If you want bloggers, ask bloggers who blog about your area. For the event the ideal group would be business bloggers, consumer affairs bloggers, green affairs bloggers. Oddly enough marketing and advertising bloggers would have been interested too.
Or to put it another way, would you invite a music journalist to the launch of a new cheese? (No jokes please)
I know that not everyone who attended blogged about it (yet at any rate). I know that it ended up being one of my longer posts.
From what I can tell, it was the first attempt at blogger outreach (not just their first attempt, but THE first attempt following the Collision Course).
Lots of information was freely given. It was interesting to see a “grown up” product that few would describe as “sexy” being used for outreach. Things are changing in the marketplace, bloggers may be invited to more, but that is no guarantee of a write up, let along a favourable one.
The early inviter will get the “well they invited us” posts, but if it becomes more commonplace, the “I was there” won’t be blogged. The “I’m interested in this topic, give me the info” will take over. After all, most (if not all) Irish bloggers are amateurs. They have work, school or other duties in the mornings. They can’t attend a day-time press conference (or film screening). They don’t all live in Dublin (interesting to see how many of these things will take place in Cork, Galway, Kilkenny or Limerick). And bloggers are under no real obligation. A day without posting isn’t going to cause much harm. Not the same can be said about mainstream media.
Or to use your analogy, the swarm of locusts may find the field is empty when they get there.
Of course, locust only swarm then their serotonin levels increase. That’s the happy chemical of the brain.
Who says that bloggers make a happy meal?