Something’s been bugging me about mommy bloggers.
Much more specifically, I have issues with the marketers foisting largess upon mommy bloggers.
Mommy bloggers have become the Robitussin of marketing. Arm broken? Put some ‘tussin on it. New product? Do some mommy blog outreach.
But even mommy bloggers are quick to note they’re not a marketing panacea. Neither is the iPhone for that matter.
Participate vs. Pitch
Even the most well-intended blogger outreach with all the right due diligence -- from segmenting their bloggers and targeting their content accordingly -- usually results in sending "stuff." Whether it's product samples for trial, books to review, a USB to hold the electronic press kit or simply a link to a microsite flush with YouTube videos, Flickr images and background information, it all stacks up.
BlogHer offers an extreme example. Enough products are given out at BlogHer that a swag recycling station is set up at the show where attendees can drop off the swag they won't be able to use. This acknowledges that more stuff is handed out than the average attendee can haul home.
This in turn creates another difference between bloggers and journalists. The more stuff a blogger gets, the tougher it becomes to post about it -- if the blogger posts at all.
Less/Different is More
We can keep sending stuff and wondering why bloggers aren't engaging. Or we can accept that swag mail bombs and totchke baths only make sense to the vendors supplying all of the logo-laden goods. I know marketing and PR can get more creative. We can do better than this. To me the most potential lies somewhere in between paid and earned media. But that's a topic for another post.