So like I was saying....I was at an Ad Club event last night in the 6th Avenue offices of Yahoo.
It was my first one of these that I've attended outside of the tech community but two of my clients are in the marketing space so I thought I'd go along to see what there was to be seen.
There were a couple of interesting things at the end of the night but this isn't what this post is about - this post is about one of the worst ideas I think I've heard in a long time.
So I actually took a few pictures of the various competitors but they all look pretty much the same....guys giving powerpoints about their new startups (and some well funded startups too with some excellent boards/management ex Google people etc).
So what these guys are doing is providing an infrastructure where you as a brand manager can go and select the amount of money you are willing to pay someone to blog about your product on a paid basis.
The average amount paid per post is between $3 to $20
So basically you have just spent a kazillion dollars in R&D to produce the latest titanium razors, spent a whole heap in wholesale education and delivery channels etc. Probably spent a boatload of advertising dollars in 'old school' media in print and tv campaigns.....and now you are going to pay someone $3 to write about your product in which you have no control over the content, tone, positioning or message.
In addition as a blogger what does this say about your reputation that you are willing to whore yourself out for $3.
This isn't like you have a long term sponsorship by dell to review their products or apple to use their laptops - this is a one off relationship that you are putting your name to....for $3-$20
Send me your address with a self stamped return envelope and I'll send you some spare change if you're that hard up.