Cult Marketing With Blogs

Focusing on your customers, their needs and wants, and working towards building better products that satisfy those needs should be the goal of any company that wants to build a strong brand. Vespa launched their blog today; the company has given two customers, Jonathan Ogilvy and Neil Barton, the keys to their new blog, Vespaway.

Heather Green at Business Week’s blog, Blogspotting, interviewed both bloggers and discussed their passion for the product.

“I guess it shouldn’t come as such a surprise, after we have seen how Tivo, Blackberry, and Netflix aficionados can be such cheerleaders for the brand. But I would bet that actively recruiting bloggers for a company would only work for these kind of cult products.�?

What does make a cult? A mass audience or a small band of dedicated followers, in my mind every successful company have some passionate customers, there is the possibility of every company giving their passionate customers the password to their own blog.

I think the one issue is does your company’s industry actually have an active group of bloggers discussing your products at the moment if not. Help to create your industry’s blog media landscape by empowering some of your customer’s with his or her own blog.

Thanks to Steve Rubel for the story.

Posted by johncass at July 1, 2005 11:03 PM