I have been working with my team on getting a “what I did for Abraham Harrison this summer” book report, which I have been posting onto Marketing Conversation. Since I am having so much fun with this, I though I would collect them together and post it here.  The latest one I have posted is Dan Krueger’s:

One of the main ways that A&H uses to promote a product or campaign is through blogger outreach. Online blogger outreaches are similar to traditional marketing in that a demographic or “universe” is chosen as the potential audience, however, instead of direct mailings, TV, or radio advertisements, the universe is researched and built from the “blogosphere.” There are millions of bloggers who write about everything from being a mommy to their passion for food. This is an enormous audience of potential promoters for a product if the right avenue is taken to engage the blogger. Read more…

Dan’s Thoughts on What AH Does etc — Now that I posted both Saul’s Thoughts on What AH Does etc and Dani’s Thoughts on What AH Does etc, the rest of the staff has piled on and started sharing their answers.  This continues our new What AH Does series.  This is a series of free-form posts by members of the Abraham Harrison staff.  Instead of a book report, I asked my staff to write a company report.  While the request was generally free-form and I didn’t care what was written — everything is good — I did float some general questions that people could respond to. This week, we’re exploring What AH Does through the eyes of our Director of Client Services, Dan Krueger. Read more…

Dani’s Thoughts on What AH Does etc — Last week we explored Saul’s Thoughts on What AH Does etc as part of our  What AH Does series.  Well, it isn’t quite a week yes, but Dani Sevilla did such a grand job of answering, “What does Abraham Harrison do, in your eyes and in your own words,” that I just couldn’t wait, so here we go (and thanks, Dani). Read more…

Saul’s Thoughts on What AH Does etc — I am starting a new series of  blog posts called “What AH Does.” This is a series of free-form posts by members of the Abraham Harrison staff.  Instead of a book report, I asked my staff to write a company report.  While the request was generally free-form and I didn’t care what was written — everything is good — I did float some general questions that people could respond to. This week, we’re exploring What AH Does through the eyes of our Director of Operation, Saul Wainwright — Saul chose to respond directly and openly to my suggested topics and questions, and I quite love the response. Read more…

My Director of Client Service, Daniel Krueger, wrote an insightful blog post over at Abraham Harrison’s PR and marketing blog, Marketing Conversation, called Marketing in the New Millenium. The story is in growing response to the fine article from Norman Birnback over at PR Backtalk, including Spread The Word: Blogs Matter We Just Can’t Measure It!!, Blogger Outreach is PR and Not Marketing and On Survivor Corps’ Blogger Outreach. Check it out:

TV & print are soooo 1900’s ;). Welcome to the new millennium. We’ve been here for some time now, but I think all of the social media and new initiatives for marketing – like blogger outreach and online campaigns – are really just starting to flourish.

I am currently managing a project for Abraham & Harrison for a non-profit company called Survivor Corps. The purpose of this campaign has been to promote the transition of the Landmine Survivors Network into Survivor Corps and to promote the book, ”I Will Not Be Broken,” written by Survivor Corps co-founder Jerry White. The book is a fascinating story of Jerry’s own personal tragedy of losing his leg in a freak accident and then the rebuilding of his life. Jerry has interviewed thousands of victims and in this book shares what he and they have learned about living and thriving after a tragic event.

The main way we have handled this campaign has been through an online blogger outreach to demographics we thought would be receptive to the message that Jerry and Survivor Corps are trying to spread. Each blogging demographic we reached out to, was crafted a message for that particular group. Norman Birnback wrote a very insightful post about the method we used for this campaign and I think he hit the nail right on the head. While his article was focused on how to establish metrics in a blogging initiative, he saw that we didn’t cookie cut a mass email, but crafted our message to the particular group we were reaching out to. Two other very important parts of this campaign were the creation of multiple social networking groups and presences along with the creation of two social media news releases which basically give a “who, what, why” in a neat and tidy format.

Some companies and agencies, like Survivor Corps, are starting to look outside the box at alternative methods of reaching targeted audiences. As the blogging communities continue to grow, outreaches like this one are essential to make sure that the the group you are targeting is aware of your campaign.

Via Marketing Conversation