As it turns out, I did get coal for x-mas. Or, "Why companies should read blogs (as told for the zillionth time, even on x-mas day ;-)."

So I did get coal in my stocking this year. Actually, it's all I got in my stocking. (Because I got a new stocking along with it!)

Flash back a couple weeks ago and I was discussing an energy campaign I found effective. I mainly found it to be a "good example" because it didn't involve telling consumers that they needed to share in figuring out the energy crisis solution (Are we expecting consumers to build greenhouses while they're trying like mad just to keep their growing debt down? This is the wrong message, Chevron). Nor did they take Dow's approach that it takes hydrogen + oxygen to make water and, ergo, somehow they're very human now (to be sure, most everyone has lauded Dow's campaign so I'm the crazy there).

Nope, I appreciated this coal initiative because it's simple and fun, one could even rightly say 'campy' (spot is here) and so I wrote on it.

And in that post I also recommended a fun holiday campaign for them that aligned with their platform and the current holiday season, and... they took me up on it! Then they also overnighted this stocking and piece of coal to me right before x-mas (the "coal" is actually a big piece of chocolate, smart on their part, eh?).

My idea was this: "If I were working for this group, being it's the holidays, I would send the major media stockings full of coal--with "Made In America, Good and Clean for America!" labels on the coal lumps--and urge them to "look at clean coal technology differently," by regaling all of coal's benefits (maybe a lucky winner should get a diamond :-)."

While I would have gone the strictly media campaign route, I find it interesting and laudable to turn on a dime and actually give out stockings full of coal to consumers as it's much more work and logistical coordination in a tight timeframe (and I bet they sent to the media too, so they likely did both).

Plus, they did this in multiple cities: there's a shot of them at the Capitol, and they were at Obama's Nevada campaign headquarters along with giving out coal (chocolates) in South Carolina and Iowa. So I guess coal is actually a political issue, too. Who knew? Yes, I'm kidding ;-). Bravo to America's Power for listening.

net net: All America's Power had to do was a link search and then participate in the discussion. And they did just that. And good things happened...well, a lot of people got coal for Christmas but in this case that turned out to be a good thing ;-).

Disclaimer: CK's blog, nor CK, does not endorse or, consequently, not endorse this company. She does, however, thoroughly endorse that companies start listening to bloggers/the conversation (conversations centering on their products and competitive ones).

Why?

Because be those bloggers marketing experts with great ideas or be they customers with great ideas to innovate or improve, it's always valuable feedback. And it's unbiased. Oh, and it's free. So that's why.

That's also why I also can't understand why more companies don't listen. Do they think free feedback isn't valuable? Is it valuable only if based on a fundamentally skewed and pricey system like the focus group? Or do they think that no bloggers could possibly have such insight and ingenuity?

Since the majority still don't listen, I'm left with more questions than answers. But, maybe we'll see that change a lot in 2008 ;-).

PS: Oh geez, where are my manners? I also want to thank Mack, Tom, Lewis and Toby for taking part in that discussion, along with all you great readers. Sorry 'bout that.

Comments

[Mack Collier]

Excellent! But I think America's Power gave you the best gift of all, by respecting you enough to listen to your excellent advice.

Again, great move on their part. And if they are smart enough to extend this knowledge and apply it to the blogosphere as a whole, they will be the one getting many happy returns! Kudos to AP for listening, and to you for continuing to be a leader in this space!

[Daan Jansonius]

Good to see some companies do actually take note, great article!

I just found your blog through David Berkowitz's one, definitely one I'm going to keep my eye on.

Keep up the good work and fight the good fight! ;)

[CK]

@Daan: Thanks; I'm so glad to know of you, too. And I'm very pleased that America's Power is "listening" and they not only had a great holiday promotion but they set a terrific example for others (good things happen when communication lines are open...think my momma taught me that).

I need to check out your article on FB at your blog and the convo at David's blog has been tremendous. So, nice to "meet" you--and I hope you didn't get coal for x-mas (unless it was chocolate like mine).

[Lori Magno]

Behold the power of power-bloggers!