With consumer spending still stuck in neutral, this year’s holiday buying season may be the last shot at salvaging a lousy year for many consumer electronics vendors. For some, it just might be their last shot at staying in business.
Like football coaches preparing for sudden death overtime, CE and tech PR and social media pros need to plan for whatever it takes to drive potential buyers into stores and storefronts before 12/31. And, at the top of this list for most (if not all) should be an effective effort to engage the social media universe by connecting with CE influencers and bloggers.
As you start thinking about a social media holiday outreach initiative, the following is a list of tips to consider over the next several months:
- Think Narrowly – While your product might be designed for the masses, most blogs aren’t. Why would specific demographic audiences be interested in getting/giving your device?
- Think Like a Blogger – Assuming your product has already been announced, i.e., no “news” value, why would a blogger want to cover your product now?
- Think Like an Enthusiast – You’re paid to get excited about your company’s products. How can you get others excited without “over-selling”?
- Think Visually – The more interesting the imagery, the more compelling your idea will be. Now is the time to get some cool new product shots and video clips.
- Think About Adding Value – Providing products as a blog contest prize may be the easiest way to add value to a blog, but there are other options to consider. For example, try developing interactive campaigns (e.g., best practices, tips/tutorials) that will help bloggers engage with their readers.
- Think About Adding Credibility – Providing links to awards, positive reviews or fun/unusual case histories regarding your product will underscore the blog’s credibility, as well as your own.
- Think About Adding Fun – No one wants to be boring. What can you do to make a discussion about your product fun and cool?
- Think About Your Brands’ Value – While you may be focused on a specific product, chances are that bloggers and their readers – your potential customers – aren’t. Consumers remember brands and forget model numbers. What can you do to make your brand stand out?
- Think Fast – Popular blogs are bombarded with holiday posts and pitches. Don’t wait until Halloween to get started.
- Think “Engagement” – Don’t make this a one-time deal. Stay engaged regularly with bloggers and other social media influencers who have demonstrated interest.
Curious to hear your thoughts.
Bob
