Hot Topics: Blogging Stereotypes

February 17, 2010 By admin 40 Comments

Earlier this week, I received some great news that I was selected to be a brand ambassador for “The View”. As brand ambassadors, a group of us were selected to discuss the show topics as well as provide feedback to the marketing execs… which is what I love most about working with brands- cause I always have a mouthful about hot topics, which is exactly why I love The View so much.

So as A View Brand Ambassador, I wanted to talk about a hot topic of my own. Nothing that was featured on The View, not even a blip on their hot topic radar… however its a frustrating topic for me and possibly many of you who blog as well.

I’m talking about the Blogging stereotypes. They need to end.

After 2 days of Toy Fair meeting company after company, I started to think certain company’s should have just posted a large sign in the front of their booth stating “BLOGGERS NOT WELCOME”. Of course, they would never… because well- we’d blog about it, tweet about it– and well they know that they would probably be the next Motrin Mom example. Resulting in a PR nightmare. However, with the look they sported on their faces- their monotone demonstrations ending with “Well, I don’t know what you want to see”- they might as well have had a sign.

It was very discouraging and frustrating .

What did I want to see? I wanted to see cool new stuff that I thought my kids and others their age might be able to look forward to this year- and actually, truth be told much more importantly I was looking for cool things to add to a project I was working on for an industry client!

Yet, they still looked at me with skeptical eyes thinking “Yea she just wants free stuff”. In fact more than one brand told me to my face “Bloggers have expressed interest, but they just want the free stuff. We’ve seen nothing come out of it”.

As a blogger who doesn’t want nor need a boat load of random “free widgets” cluttering up her home -this burned me up! One – because I have no idea who these bad-apple-bloggers are- but I do know I would like to shake them & revoke their bloggy-license- which is not existent right now but perhaps it should be- and Two- because some reps clearly don’t get it but are feeling the pressure by their clients or the industry to get involved- and end up make blanketed ignorant choices and statements resulting in a social media fail.

Team Mom Media had a great panel that discussed the importance of being IN the space in order to understand it and identifying those who are a best fit for your brand. You can’t just hand out freebies to anyone who asks and expect that to be a successful “social media plan”. That is not a plan at all.

If you are a company who manufactures tutu’s – you wouldn’t send freebies to Popular Mechanics writers and then get pissy when you didn’t find a review in their next issue would you? So why would you handle your blogger relations any different?

When blind decisions like that are made its not just the company that pays for the bad choices- its the blogging community as a whole- because just as there are some companies that don’t get it- there are also some bloggers who don’t get it either and agree to review an item they have no intention of writing about.

So, I’m going to let you- the “I don’t get it” brand who may be reading this- in on a little secret– are you ready?? Come closer… Social Media, I know sounds “so easy” (its just a bunch of average people looking to socialize right?) … but when done right, its actually work. LOTS of it. LOTS of effective- time consuming work! Which is why many brands have hired people designated to just that!

On the flip side- as much as I want to chalk up my Toy Fair experience as 2 days of rude toy manufacturers, I’m above stereotyping- Because if I wrote off working with brands, the way some brands write off working with bloggers because of negative experiences- I would never have had the opportunity to work with wonderful companies such as BeanStalk Express, The Goldberger Company and Hasbro- Who were nothing short of amazing with their blogger out reach for Toy Fair. They made us feel instrumental to their company’s success, understood as both a consumer and blogger and most of all WELCOME.

It’s just a shame that some companies don’t see the value of sorting through some bad apples to reach their core audience.

Have you experienced this stereotype?

Are you a brand that has a different view?

Let me know- What are your thoughts?

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Filed Under: Blogging, Notes, Random Rants Tagged With: brands and bloggers, goldberger, hasbro, must-read, social media, The Big Toy Book, The view, Toy Fair

http://www.thecentsiblelife.com/ Kelly Whalen

Yes I have experienced what you are talking about at Toy Fair, and in other aspects of my blogging “career”. It is frustrating to some extent, but I think that we're on the tip of the iceberg as far as companies and social media. And yes, Hasbro was AMAZING. They made me feel like they understood, which I'm sorry but a CEO who takes the time to come meet 40 some odd bloggers? They GET it.

I know who got it at Toy Fair, and who totally didn't understand, like the company that handed me a catalog after they tweeted asking me to stop by. #FAIL

http://www.complicatedmama.com Complicated Mama

Oh yes- our notes must be compared.

I felt the same way about Hasbro. I thought Susan Parsons was amazing and I loved their presentation too. They totally “get it”

http://twitter.com/misaacmom misaacmom

I did not go but I thought this was a great post!

http://www.complicatedmama.com Complicated Mama

Thanks! :)

http://www.complicatedmama.com Complicated Mama

Oh yes- our notes must be compared.

I felt the same way about Hasbro. I thought Susan Parsons was amazing and I loved their presentation too. They totally “get it”
http://twitter.com/ChildSafetyGuru Kimberlee Mitchell

There are still aspects of social media that are like the Wild West — anything goes – but the best bloggers will rise above the fray and clueless companies will never make it until sundown in Bloggy Town. It's a marketing thing. I’ll go as far to say a direct marketing thing– and not everyone gets it. As a small business owner for the last 7 years I've seen first-hand how powerful the “mommafia” is. Word of mouth is gold. Blogging is e-word of mouth, aka word of mom, and Twitter and FB are fabulous forums to help perpetuate it. Blog on sistahs … and the respect will come!
Former journalist, turned Child Safety Expert, and new to the mommy blogging front.
Kimberlee Mitchell, http://www.safety1st.com/usa/eng/Safety1st-Squa…
http://blog.peekababyny.com/ jessica

I definitely had both positive and negative reactions from companies at Toy Fair–I walked out of a couple of booths without even taking a catalog because there was so much eye rolling! Other companies went above and beyond to answer all of my questions–even when there were store reps in their booths!
http://DagmarBleasdale.com Dagmar Bleasdale

I felt really appreciated at the Hasbro event — it was nice to hear that they wanted and sought our input. Down in the showroom, I and other moms made suggestions about certain toys and the developers really listened. Maybe there will be Easy Bake Oven cookies without fake colors one day? :) I had an amazing experience at Hasbro, but can not speak for the rest of the Toy Fair because I didn't attend.

http://www.complicatedmama.com Complicated Mama

I agree- Hasbro was amazing. I loved how real their exec's were- especially Susan! I thought she was great- and like you said, they listened and cared.. which ultimately make all the difference.

Lisa

As a mom who has attended a ton of trade shows, luke warm reactions to 'blogging moms' is nothing new. I find that many companies really don't get it and don't understand that if they create a strong relationship with the right demographic they could definitely see an increase in sales.

The problem is that there are too many 'review and giveaway' blogs- sites with no content. They give the reputable sites a bad name because it makes manufacturers think that all moms blog to get free stuff.

What also drives me crazy is when you see a product you have written about (without receiving a sample) and you tell them company and they look at you like, Oh Good for you. I want to say no – good for you. I promoted your product for free on my site which has x amount of readers per day.

http://www.complicatedmama.com Complicated Mama

Omg! I so had that happen to me too!

There was a product I wrote (positively ) ab just because my family
loves it & still is one of my most popular posts til this day! & I
stopped to tell the rep and she totally gave me that “aw how cute good
for you” look. She didn't even try to show me the new product they had
displayed!

#fail

http://www.thetamom.com/ Theta Mom

Awesome post Complicated Mama – I can't speak form experience since I haven't attended one of these events, but I could just picture this happening. Way to tell it like it is girl!

http://www.complicatedmama.com Complicated Mama

Thanks! It was a rough couple of days- but as I said, there were a handful of really great companies I met.. which made it totally worth it. Quality over Quantity always wins doesn’t it?

blueviolet

It’s sad to hear that there is such a wall up with some companies. That’s disheartening.

I do feel that in order for the relationship and partnership to work, the blogger has to feel invested in that product. Not every product is a good fit for all of us. But I do think that we can enter into some pretty remarkable situations that offer incredible potential for all parties when things fit!

http://www.complicatedmama.com Complicated Mama

All very true!!

Feeling invested in your work with a brand is critical!

Also- I think bloggers and companies a like need to be “Ok” with finding
that a relationship is not a good fit, instead of getting insulted- which I
think is what happens a lot too. what doesn’t fit for one blogger or brand
may fit another wonderfully.

Which is really what is so great about there being so many bloggers and
companies out there!

http://www.mytrendytykes.com/ Linda @ My Trendy Tykes

Nah, I usually tell ‘em up front that I’m only in this for the free stuff. I’m greedy like that…..can’t help it. I think it started when I was a kid. I never wanted anyone to have the grape jelly so I would spit in it. Yeahhhh

Girl, I’m gonna go and TWEET this post for ya. I have no problem dissin’ folks! Sounds like these “FOLKS” need a little lesson in PR!

Geez, who spit in their grape jelly anyway?
http://twitter.com/profplayfair Marilyn Walker

Your tweet 1st caught my eye because of the “rude” and “toyfair” references. I was not able to attend this year, but as a toystore/website owner (playfairtoys.com) I usually do go. And although it doesn’t excuse what happened to you, you should know that I don’t always get the attention I’d like at Toyfair, either! (That’s why “rude” caught my eye.) Yes, even when I’ve been “invited” (ah the beauty/ugliness of being able to personalize mass messages) or even when I’m standing there thinking “This product looks like something that would do well for us.” Somewhat aside, I’m looking for ideas as a small business owner on how to better work with social media. I get barraged with giveaway requests that are not appropriate as we are not a manufacturer. A memorable one – “We do a blog about toys and my son would really like some stilts, so if you send us some we will write about them.” Gosh, really… I’m sure you will! So if anyone here has thoughts on how to reach the better quality bloggers I’d love to hear them. And sorry you were treated badly at Toyfair – just wanted to let you know that over the years I’ve learned that so much has to happen in such a short time there – just focus on the positive interactions and forget the rest. And Hasbro – well they won’t even sell to small businesses – so there’s another side to their story, too.
http://katieandkimble.myvidoop.com/ Linda Thieman

I think most of it comes from the corporate mentality in which 1) women are not treated with respect and 2) they give only with getting something back in mind. As an author promoting her books, I have approached many mom bloggers to do reviews or giveaways. But I realize that this is not set in stone. I have found these bloggers to be a committed lot who take their blogs seriously, and as mentioned above, running a blog is an enormous amount of work. So I go in appreciating that the blogger has made the offer, but if it doesn’t happen, I don’t take it personally. I estimate that 50-60% of the bloggers who agree to accept a copy of my book or books will do a review, and that, I think, is an excellent ratio. Moms have seemingly endless obligations and activities, and that is part of the life.

A lot of the corporate folk don’t understand that it is important to treat these women like fellow business owners. Learn their names and the names of their blogs. Establish a relationship with them. And most important, treat them with the exact same respect that you would treat any other business colleague. That’s what I have always done, and it works well, not surprisingly.

Linda Thieman, author
Katie & Kimble: A Ghost Story series
Mom’s Choice Award-winning series

http://www.complicatedmama.com Complicated Mama

I found that it was both women and men reps. I dont think it was a gender thing, but that was just my experience.

You sound like a great business woman :)

Anonymous

Thanks for the shout-out for our Toy Fair panel presentation. Great to see you there! Clearly, a lot of the Toy Fair exhibitors still have a lot to learn…

http://www.complicatedmama.com Complicated Mama

Yes, clearly there should have been more people at your panel discussion :)

I thought your team did a great job with it!

http://twitter.com/abritez Alex Britez

I was really upset about this also. I signed up as an NYU graduate student studying Educational Technology, with a focus on Early Childhood Educational Toy development, and was not allowed to go. I have no need for any swag, I was hoping to use it more a networking an learning opportunity, picking the brains of successful educational toy developers. Big #FAIL in my book.
http://twitter.com/DellMonson Dell Monson

I would agree with your statement 100% on how some manufacturers treated mommy bloggers at Toy Fair. As one who had a brief moment to walk the show, I too was asked to leave a couple of booths as I was looking at their products. I was not there for samples. I was there to simply consider if I wanted to write a few notes about them… did they fit into my blog, my lifestyle or were a great product that people should know about.

What angered me deeply was I did not want or ask for product handouts, I just wanted to look, touch and review the products they were displaying to retailers for purchase. In one scenario, I politely explained I was a blogger as well as I having my own online affiliate store. In full disclosure, yes I also do marketing for a toy company and was on the panel about Mommy blogging, but during this time when I was reviewing products I was on my own accord with no other intentions. I was there representing me the mom who has a child, who blogs, and likes to share great finds with other moms. They honestly did not care as I was quickly escorted out of their booth. I clearly and politely explained to the company representative that his behavior would be noted, but since I was not a buyer from a major retailer, he simply laughed. Respectfully leaving their exhibit, I stepped out of the booth and tweeted immediately about how I was treated and would encourage any parent who believes that the behavior of company representatives is a reflection of their product and customer service should think twice about buying the product from them. Two of the booths I was asked to leave were Crazy Art and Zhu Zhu Pets on day 4 of the show.

On the flip side of there were some manufacturers that simply answered my questions, were very nice, and a few asked me to send them the link which I am more than happy to do so. Let’s not forget those who let us look at products, take a couple of pictures and spent time talking to us on why we should care about their brands and what they are doing. A BIG Thank You to Technosource, Schleisch, Noodle Head, Karito Kids, Hape, to name a few for letting me look at your products and answering my questions. I wish you well on all your product lines future endeavors!

http://www.complicatedmama.com Complicated Mama

Wow! I can’t believe you were asked to leave a few booths!! That is
just insane. Blogger,not blogger what I think it comes down to
sometimes is just having manners!

I got in trouble for taking pics at Mattel…I didn’t see the sign
that was BEHIND me when I walked in… And no one approached me to
show me around or even say “hi”….except for the security guard who
was apparently following me around “ma’am I’m going to have to ask you
to delete that… And I need to see you do it” … I walked out &
didn’t bother with them again.

Btw Dell, you were great on the panel for childs play! I had no idea
you blogged too! What an interesting position to be in at toy fair…
Both an exhibitor & a shunned blogger.

I will have to check out your blog!
:) thx for reading mine!

rachelbusymommymedia

I think you nailed it. Some companies really get it and give mom bloggers the respect that they deserve and others, well . . . don't. I was actually physically blocked from entering one of the open booths because I was not a buyer. Social media is still such a new thing and many companies are not looking at the bigger picture when it comes to their marketing plan. The companies that understand that they need to get people talking about their product are the ones who are going to succeed in the end.

It was great meeting you at Toy Fair!
http://www.primetimeparenting.com/ Esti

I had a very brief visit to Toy Fair this year, but I did get the cold shoulder from more toy company reps than I expected. Hello out there? Don't you know that mom bloggers are savvy former business women, journalists, photographers, world travelers, and much more!, I couldn't believe that at one point a security guard was following me around a certain booth. Okay, I didn't see the sign that said “no pictures”, but really, I got the message.

However, I really enjoyed how The Goldberger Company welcomed mom, daddy, and auntie bloggers into their show room and allowed us to ask questions and take video about what they wanted potential consumers-hey, there's been a baby boom- to know about their product safety, life time guarantee, and especially for children with sensitivities like allergies and touch.

I also had a very welcome response from Darrin at Melissa & Doug and from Liza in the Carolle doll booth. They bothwelcomed me in, offered me some coffee, even a place to hang my coat. They showed me the products I was most interested in learning more about and even allowed me to get them on video. Thank you!!1

I could have used an entire day at Toy Fair, but the meter on my babysitter was going to expire and I had to allow an hour of travel time. I was not able to make my appointment at Hasbro, but thanks to all of you blogesses who posted about it, I'm so there on your blogs.

http://www.complicatedmama.com Complicated Mama

EXACTLY!

Some of the reps I don't think realize that just cause we are Moms with
blogs today doesn't mean we don't have a business background and REAL
tangible thoughts and opinions that are valued by many!

I didn't get a chance to visit Corolle- but they're sending me a media kit-
and seemed very sweet!

I understand that not every company has worked with Bloggers in the past-
but to at least be open minded and I don't know just genuinely kind maybe?

Its ok- I think we've only just begun with the social media BOOM… and by
next year when they're all back peddling, we'll just remember how we were
treated.

steph

wow what a shame they acted that way ! i'm a view ambassador too ! I'm excited about it
http://bargainfun.blogspot.com/2010/02/im-view-…
http://mommy2k.com/ Keonte'

I am an Ambassador as well. I can't wait to Tweet with you (@IamKeonte). Isn't it great to be able to look at life differently, but still live in harmony? This is my idea of The View.
http://elementaryspirits.com Barb

Great post. I think you are right that a lot of brands don't get how to be effective in our space…and a lot of bloggers don't either.

I LOOOOOOVVVVVEEEE your The View graphic. Me so thinking that I may have to 'borrow that' idea.

http://www.complicatedmama.com Complicated Mama

Thanks!

My “graphic designer” aka-my husband whipped up my view graphic for
me :)

zippychampagneliving

Oh Corinne, I'm so sorry that you had to deal with these people who just don't get it. The funny thing is that eventually they'll be the same one's knocking on our door to promote something for them around the holidays.

http://www.complicatedmama.com Complicated Mama

You couldn't have said it better Zippy!

zippychampagneliving

Oh Corinne, I'm so sorry that you had to deal with these people who just don't get it. The funny thing is that eventually they'll be the same one's knocking on our door to promote something for them around the holidays.
http://www.complicatedmama.com Complicated Mama

You couldn't have said it better Zippy!
http://www.complicatedmama.com Complicated Mama

Thanks!

My “graphic designer” aka-my husband whipped up my view graphic for
me :)
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