The Smell of Online Success?
An article in today’s New York Times chronicled the fragrance industry’s struggle with new media–how online comments and blog posts are presenting a new challenge and how frustrated companies are dealing with the online world. But in a marketplace of ideas where everyone can be a critic, fragrance marketers would be smart to take advantage of the fact that everyone also has the potential to be an advocate.
With so many perfumes being purchased by the coveted market of young women aged 14 to 24, fragrance companies literally can’t afford to ignore the power of online media. Outside of magazines specifically designed to cater to that age group and in-store packaging and promotions, the Web is the place to correspond with this lucrative demographic.
So why not use the blogosphere, message boards and other online avenues to help spread positive messages about your product? One idea would be to enlist the help of lower-cost ‘celebrities’ who appeal to the target market. After all, lots of young women know exactly who American Idol contestant Kristy Lee Cook is, and Kristy Lee would probably agree to promote a fragrance for a few dollars less than established stars like Jessica Alba or Gwyneth Paltrow would demand.
You might even convince Kristy Lee to start her own blog on issues important to her–like singing, fashion and beauty–so she has natural opportunities to mention your product. Because we’re talking about product promotion and not public affairs issues, paying people for their time to blog is acceptable. You’re just using a creative new advertising venue to reach an audience where it lives.
The answer doesn’t lie in suing bloggers who say your fragrance is ‘just OK’–the answer appears when companies search for creative ways to take advantage of the inherently viral nature of the Web.
