firstStreet gets over its fear of political blogs--and finds new customers
FirstStreet, a web and catalog retailer of innovative consumer electronics, gifts and home products, finds that sponsoring political blogs has been more effective than sponsoring product or technology blogs at reaching its targeted Baby Boomer and “active senior” customers, manager of Internet marketing Daniel Yonts says.
Baby Boomers, consumers born between 1946 and 1964, make up a strong percentage of users of political blogs, or web logs that provide content on political issues, Yonts says, citing figures from the Pew Internet & American Life Project.
By sponsoring political blogs, firstStreet, No. 357 in the Internet Retailer Top 500 Guide to Retail Web Sites, has not only gained new customers but also increased its exposure among people who help it better communicate with consumers, Yonts says.
"Our involvement with the blogging community has provided firstStreet with an intelligent, energized and energizing group of customers,” he says. “Our sponsorship of blogs became an instant buzz-generating tool and helped us to gain a great deal of exposure with decision-makers, media outlets and potential partners.”
That has helped firstStreet to go beyond traditional one-way marketing efforts to engage in more interactive communications, Yonts says. “They’ve helped us to understand the value of building an intellectual dialog with those on whom our business depends,” he says.
When firstStreet initially sponsored blogs focused on technology and gadgets, where it could showcase innovative products such as iTheater video goggles and iPod accessories, it realized increases in both traffic and sales on its web site, firstStreetOnline.com.
It hesitated to extend its blog marketing to political sites, for fear that it would alienate existing customers who disagreed with a particular blog’s political views. But after deciding to take the risk to advertise on political blogs of different political persuasions, it received few complaints—all of which led to personal conversations that strengthened relations with the customer. “I dealt with these customer complaints personally—explaining our rationale and listening to their concerns,” Yonts says. “I pointed out that firstStreet advertised on blogs from the Left, Right and Center of the political spectrum equally. What started out with a disgruntled customer calling us ‘Communists’ or ‘Right-Wingers’ settled into incredibly civil and interesting conversations.”
As a result, Yonts says, firstStreet has used the political blogs to expand its electronics sales and core business offerings, including products geared toward older consumers and caregivers.
“Blog advertising has become more than a tactic for customer acquisition,” Yonts says. “It has evolved into a recruiting tool for company advocates, thoughtful critics and intelligent buyers. And it’s a great deal of fun.”
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