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Buzz Marketing, Blog Ads, and Content Segmentation
Recently, Audible launched a project to offer value to the nation’s political discussion and build awareness about Audible at the same time.
ListenBeforeYouVote.com is part of Audible’s ongoing effort to provide presidential election voters with a comprehensive audio guide to the candidates and political oratory from this year’s presidential election. The site offers free audio of the Presidential Debates, the 9/11 hearings, and other key political audio as well as special offers on the best-selling political books by authors such as Jon Stewart, Ann Coulter, Maureen Dowd, and Tommy Franks. The political content site is a completely different domain from Audible with its own unique branding, look, and feel.
In the content business, its common knowledge that content is king. By developing a niche site with hot content, Audible is able to leverage the current political debate to educate consumers about the benefits of digital, downloadable audio. The niche site fills in a gap that is left open in the marketplace and permits Audible to extend its reach. (As a note, it’s actually surprising to me that other marketers have not used this approach more frequently to extend their reach.)
The site is now live, and we are putting into practice all the marketing initiatives that have been discussed on ReveNews such as virtual, buzz, and Word of Mouth (WOM) campaigns, along with more traditional PR and media promotions, to drive users to the site.
At Audible, we have great admiration for bloggers and the wonderful diversity of ideas, thoughts and influence they bring to the conversational web. Therefore, advertising on blogs for this project made perfect sense. We used BlogAds a service that enables marketers to purchase banners on tons of blogs.
With the blog ad buy our goal is to:
Blog ads are different than other advertising mediums. They influence people and allow companies and organizations to have a much more personal conversation than traditional advertising outlets. People read political blogs because they are passionate news junkies looking for content and information. Moreover, blog readers talk to each other and their friends about what they read and see on blogs, and the news media trolls the blogosphere looking for stories. The conversation Wayne Porter led on Cost-per-Influence as an advertising media metric on ReveNews can actually be applied here. You can read the more about this concept on the group weblog Corante.
And, in all my years of marketing, this has been one of the most interesting experiences. Bloggers are thought leaders and tastemakers, after all, and participating in a real-time conversation as a marketer — and a blogger too — has been great. For instance, Josh Claybourn wrote about our ads and ListenBeforeYouVote.com and Kathy Shaidle actually emailed me that she joined Audible.
The most entertaining part of this whole exercise was developing the ads for the blogs. Blog ads are funny, smart, and in your face advertising. The most political members of the Audible staff gathered and brainstormed fun, edgy, attention-grabbing ads. Here are some of the highlights we have run over the past weeks.
I’m sure your last question is did it work? Well, I’m not giving away all my secrets but, I will say, the combination of niche and buzz marketing supported by blog ads is powerful.
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