Are marketers really this removed from their markets? Say it ain't so.

Last week I had the privilege of interviewing Mike Kaltschnee who runs "Hacking Netflix", the popular blog (300,000 page views monthly) that covers the DVD-by-mail industry and, contrary to assumptions--since "Netflix" is in the name--Mike covers all the players in the sector, including Blockbuster.

But as I found out in the interview, when Mike contacted Blockbuster to verify stories and start a relationship, they blew him off. Paul Gillin got wind of this and contacted Blockbuster to see why they treated him so carelessly and their response is here. What's so careless is that even when Paul discussed this with Blockbuster they fed him the "we encourage Mike to contact us" jargon. You mean they still can't pick up the phone or send an e-mail to Mike to start a dialog?

Folks, Mike is the HERO here, yet only a handful of us marketers recognize it. Having worked at many of these ivory towers, I know just how expensive it is to retain PR folks...and yet they get Mike, with a loyal following, for the price of a call. So he could be Blockbuster's Hero, too.

He shouldn't have to call Blockbuster once, less several times. Duh. They should be calling and courting him. Double duh. And they can't serve us the "Mike's audience is not our target market" line as his readers are avid movie renters.

A BIG thanks to Paul for following up with Blockbuster and fighting the good fight (psst: I also interviewed Paul on social media best practices, that Q&A is here).

hacking netflix Mike Kaltschnee Paul Gillin Blockbuster Netflix

Comments

[S. Neil Vineberg]

I completely agree with Christina and Paul on this. All you PR and marketing people ... it's time to wake up!!! The rules have changed. Bloggers are increasingly influencing buying and investment choices. Bloggers are more often breaking news stories, and mainstream reporters are chasing after them. Lets accord bloggers and their communities due respect. Lets explore new, productive ways to foster online communication. Lets learn from the open exchange of ideas. This is the flow...go with it.