A couple of weeks ago, I gave a webinar with PR Newswire on using social media in public relations. It was only a 45-minute presentation, so I was only able to touch on a few subjects. One of my listeners was a representative from a small company called Curls. After the webinar, I got a very engaging and targeted personal email from someone named Shaun at Curls. It's the best example of blogger relations that I've personally experienced.
Shaun took note of my effusive curly locks, and offered to send me some of their product. It arrived a few days ago and I'm looking forward to giving it a try.
Shaun's "pitch" was very effective for a number of reasons. First of all , it was very targeted and personal. It is obvious that I have very curly hair, and people with curly hair is Curls' target audience. Secondly, they offered to send me free product to try. Third, they send me a brochure with more information, including the address to their excellent Web site, where I can look for more information.
It is very gratifying to see small companies opportunistically reaching out to the blogosphere, making personal connections. As my friend David Meerman Scott says in his landmark book, The New Rules of Marketing and PR, "The Web has opened a tremendous opportunity to reach niche buyers with targeted messages that cost a fraction of what big-budget advertising costs."
I am impressed with the outreach efforts that Curls is already involved with, and think that if they're considering a social media outreach campaign, they would have great success. I'll be looking for them on Twitter!
Wow. "landmark book" Thanks. I think that's the first time I've heard that. Have a great 2009.
Posted by: David Meerman Scott | January 02, 2009 at 04:44 AM