I now see a new and encouraging trend in a company’s efforts to be visible in the marketplace. And I’m not talking about press, outdoor, film or television. The new recipe has carefully hand-picked ingredients that can even get a steak to sizzle : bloggers. Bloggers, specially invited to a freewheeling session that is informal, interactive and informative.
I was recently invited to a product curtain raiser for bloggers and my invite gave me a sneak preview of two new Lenovo products. The new IdeaCentre A600 and IdeaPad Y650 – just off the blocks from the Lenovo launch pad. After the presentations were concluded, the bloggers were invited to test drive the two machines and interact with the Lenovo team on features, specs, support and compatibility with typical user profiles.
One of difficult things about a bloggers’ meet with a corporate agenda is the actual handling of the event – especially in terms of presentation logic. It can’t be orchestrated, or formal. It can’t be to a script. And it can’t be blow-dried. So, it has to be open-ended, freewheeling and meandering – with no timers set on presentations and discussions. And that is exactly what this bloggers’ meet was all about.