Luxury swingset manufacturer, CedarWorks, recognized its target consumer demographic, affluent mothers, spend a great deal of time on the internet and are very vocal in their opinions about brands. But how would they connect with this key group?
Fendler created a blogger-outreach program to initiate contact with “mommy bloggers” to learn more about their perceptions of the CedarWorks brand and to educate mothers with young children about the virtues of their high-quality swingsets. We hired a small team of freelancers–our very own mom bloggers–to act as brand ambassadors for CedarWorks. We trained them to focus on CedarWorks’ core messages for superior quality, environmental-friendliness, and child development through active, outdoor play and unleashed them on the World Wide Web.
Our bloggers quickly uncovered an impressive number of opportunities to connect with mothers who were already talking about swingsets on their blogs. Over six months, we found a receptive new audience eager to learn more about CedarWorks and how the company compared to other brands. Our team connected with these mothers via e-mail and blog posts, and we tracked our communications, contacts, and observations for our client–a source of valuable feedback from the marketplace.
