Question

Topic: Branding

Using Positive Blogs To Build A Brand

Posted by Anonymous on 10/3/2008 at 1:08 AM ET 250 Points
Using Positive blogs to build a brand.
Hi,

I am trying to build a campaign for an ecotel (hotel that is environmental responsible). In our research, we found out that almost 95% of the review of the ecotel by bloggers have been positive. In fact our ecotel has been ranked No.1 out of 258 hotel in Chennai (India) based on review and rating by bloggers in a popular travel site.


Here is the catch. Tough the travel site is a very popular one abroad, in our local market the site is hardly known.

We are trying to use the positive brand review online to create a unique campaign. Something on the lines of thanking the bloggers and flaunting the fact that we get great reviews.

I am looking for idea to take the campaign ahead or more importantly, ways/ideas to use Outdoor media or other BTL options to build the brand.

Thanks
Imran
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/3/2008 at 8:43 AM Accepted
    Be careful depending too much on the bloggers for your positive PR, in case their pleasure turns to displeasure. If you can, get permission to turn their reviews into testimonials (and get a picture of them to further strengthen the review).

    Have a contest for reviews + a picture they take in front of/at your ecotel.

    You could say that you're ranked as the #1 ecotel in Chennai (and later mention who ranked you/when).
  • Posted by Gail@PUBLISIDE on 10/3/2008 at 11:26 AM Accepted
    Create a campaign with a strong, positive, audience-grabbing tagline. Use it often across all modes of media to instill this brand name and image into the minds of all who see it, especially your target audience. You might want to even take a line from a particularly well-written blog entry

    This effort will bring your branding efforts full-circle and make your product a memorable one for when they seek hotel service.
  • Posted on 10/8/2008 at 2:58 AM Author
    Hi,

    Jay & Gail thanks for your suggestions.

    I am looking ideas where in i can use the information in the blog in our campaigns in a innovate way.

    Coming up with a testimony based campaign seems like the obvious choice.

    Do you knw of any brand/case studies where blogs have been used in a campaign.

    Thanks and Regards,
    Imran
  • Posted by Mikee on 10/8/2008 at 11:39 AM Accepted
    In general blogs or more secondary in nature. It is great that people are blogging about your product/service, but you can not rely on it. You can ask bloggers if they will link to your site which will give you more traffic.

    The problem is the nautre of blogs. They are people's opinions which can not be controlled and sometimes get devalued if there is an indication that they may be tied to the thing they are blogging about.

    You certainly could reference blogs others have written, but it becomes problematic as you need to be careful as they may blog on something that is contrary to your ethics/philolosphy and may do more damage then good (I am thinking about future posts).

    Mike
  • Posted on 10/15/2008 at 4:45 AM Accepted
    weigh the options for your ad/pr spend. All in the world do not require this information. Target with practicality, do some research with your own staff and find out where to target your promotions most or you will end up listening to people and spending on promotions fleeced by cons.

    Look at new media mediums as well, Internet ads on popular websites are cheaper and target specific. Let no client call go unsatisfied. Let them know the benefits of your project and the benefits of calling up for information.

    Divert spends for developing better industry relations. Give people in the travel industry with promotional offers and discounts.

    Past visitors/clients are a great way to promote and that is Truly viral. Make sure they are called and facilitated amply with special offers, gifts and the typical concierge stuff.

    Best of luck and don't play into ad-con's hands.
  • Posted on 10/16/2008 at 1:45 AM Author
    Hi,

    Thanks for all your responses.


    Regards,
    Imran
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