My posts earlier this week about Pepperidge Farm’s Fishful Thinking initiative focused on the errors in execution of the blogger outreach. I’m done with analyzing these errors.
Pepperidge Farm has personally apologized in email to at least some of the affected bloggers, the marketing agency spoke to a number on the phone and via email, and at least one attended today’s symposium in White Plains as an observer. Let’s let things play out.
Nevertheless, there is one more important lesson for us, so bide with me a while.
One of the reasons the situation erupted was because the pitch was perceived as valuable by the mom bloggers. On its face, the Fishful Thinking initiative accomplishes one of the things I regularly preach in blogger relations; it connects with parents over a shared value – the desire to raise optimistic kids. Especially in this economy, when we are all faced with the necessity of telling our children they can’t have something that in better times we might have been able to give. Throw in the stipend, and it’s no wonder the response was so high.
But, by their own admission, they didn’t have an entirely clear idea of what sort of mom they were looking for when they started the outreach.
Here’s what I would have done differently. Yes, I know I am in the comfy chair of an armchair quarterback, but if you know me, you’ll recognize the general approach.
As I’ve noted above, I believe the Fishful Thinking program would be attractive to quite a few parents simply for its content — without the enticement of the trip to White Plains and the stipend. Since the company is also planning on building a wider network of parents (1000 according to Mr. Youth CEO Matt Britton), my question is: why didn’t they start there?
With a broad outreach to parent bloggers about the program on its merits. Perhaps with an offer to send one of the expert’s books. Or offering a conference call with the expert on a specific topic.
The Fishful Thinking program might not be everyone’s cuppa, but it definitely connects with parents around passions and values, not simply Goldfish. That’s such a good start; it makes all the execution errors even more of a shame.
I am certain — dead certain — that potential candidates for the “faculty”, really good candidates (and that’s not to say that the 10 they’ve picked are not good) would have self-identified by taking the company up on its simple offer. The women would have written because the information offered intrinsic value to them, their blog, their readership.
That would have been a far better and more defensible pool of candidates for the influencer program. Execution would still be critical –it always is — but there wouldn’t be so many questions about the criteria.
That’s what I would have done. Start simple and progress to the complex. YMMV.
—
Stepping into the circle of shameless self promotion, if you like the general approach and you’re planning a blogger outreach campaign, call or email me. I’d love to help you develop a program that connects with the passions and values of your customers.
kim/hormone-colored days says
Great points. Many companies take the approach of asking popular bloggers simply because those moms (or dads) have apparent reach, instead of targeting the bloggers who would be most passionate and therefore enthusiastically supportive, natural, and vocal advocates of the company’s product or cause.
Of course numbers and reach will be part of the discussion, but shared value and shared VALUES contribute to a program’s success, too.
Speaking of which, I’m eager for an explanation of what was described as religious music as part of the day’s program. But I know I’ll have to look to another blog for that.
What is YMMV?
kim/hormone-colored days´s last blog post..Friday Fun: Shoes!
Susan Getgood says
YMMV. Your Mileage May Vary. Old usenet shorthand to indicate your experience, your opinion may be different.
I’m looking forward to the blow by blow on the event myself 🙂
WhyMommy says
It seems to me that this kind of affiliation can be risky … if Pepperidge Farms doesn’t stand behind everything the speaker(s) say, doesn’t that put them in an awkward position?
WhyMommy´s last blog post..Twittering Kepler
mothergoosemouse says
I love this approach – the emphasis being on the shared values and ideas, not the product or perks. That ought to factor into any outreach effort, as well as into a blogger’s acceptance of said outreach.
mothergoosemouse´s last blog post..Telling stories
Susan Getgood says
WhyMommy, I’m sure they selected the expert very carefully and then worked very closely with her to develop the Fishful Thinking program to their specifications.
On another note, and I should have mentioned this in the post, this program was originally announced in March 2007, so it isn’t new. Which is perfectly fine. Things don’t have to be new for them to be relevant.
The Daily Blonde says
Hi–I have just returned from the conference and will be writing about it in an upcoming blog post. I am not sure at all what the “religious” music was that was mentioned in a previous comment. There was a Youtube video about a father who helped his child (who was Quadriplegic)fulfill his dream of running by pushing him in a triathalon (even swimming one portion of it with the young man in a small boat pulled by dad as he swam). The music that played in the video was “I Can Only Imagine” by Mercy Me. I was raised a Protestant and although I believe in God I am not an overly religious woman. I did not in any way think to myself “oh, a religious song”. It is a song that has been played on all sorts of radio stations. I think who ever made mention of “religious music” truly mislead people. It was a 3 min inspiring video that showed how a parent helped a child realize his dreams. Pish Posh on anyone who tried to look beyond that for some hidden religious meaning. Hogwash.
The conference was led by a highly educated and amazing woman. This wasn’t led by Dr. Phil or a television evangelist. I have five children and as a single parent I work hard (Alone)to instill positive values (and humor) into their lives every day. The message behind the Fishfulthinking program is all positive. It’s not a brand new campaign by any means…this is just a new way to reach out and reach people.
I am proud to be part of the 10 faculty members for this 4 month project. I have a passion for education and my family. I am not a “mommy blogger” nor have I ever been. I’m a parent who cares about her children and the positive future of others.
I’m sure there are 100 ways to Sunday that this program could have been done. The fact is, it was organized, informative and going forward, we have a great, positive message to spread. Had other people who are currently in a fuss about this been chosen, would they be spending their time down playing Fishfulthinking? I hope not.
There. I’m off my pulpit.
Thanks for not deleting my comment this time 🙂
The Daily Blonde´s last blog post..Fishful Thinking
Susan Getgood says
Cheryl,
Thanks for your comment. I’m glad the event was a positive experience for you. I think if you’ll read my posts carefully, you’ll find nothing but positive commentary on the Fishful Thinking program. However there is a lot we can learn from what didn’t go so smoothly. That is *always* my focus.
As to your comments being deleted, I have no idea what you are referring to. All the comments you’ve made to this blog have been approved.
The Daily Blonde says
Could have been my flukey connection! No problem! I do appreciate your positive comments…I think it’s become a mass of negative out there (not here on your blog) and I’m not out to stop personal expression, but I think many of the comments out there in Twitter-space were based on pure emotion rather than knowledge. 🙂
Thanks so much!
The Daily Blonde´s last blog post..Twitter Dictionary?
Tiffany says
Hi Susan!
I, too, am one of the ten faculty moms for Fishful Thinking and wanted to share my perspective. {Thanks for the real and meaningful discourse.}
I think there is a misconception that the bloggers chosen were only from the mommy blogging world and based on their mommy blogging status.
While I am a mom and “mommy blogger”, I am also the director/co-owner of one of LA’s largest, private summer camps. I serve on a number of boards within the camping community and will be doing significant offline outreach within that community.
Working with kids is, and has been, my life for the past 15 years. My profession requires me to keep up with cutting edge ideas and theories in child development.
For me, Fishful Thinking’s core message of optimism and resiliency is absolutely vital to today’s youth.
This panel of ten is so much more than just bloggers. It includes an author of a book on parenting twins, mommy bloggers who are the definition of true entreprenuers and social media “divas”, a mom who owns her own business teaching parenting classes, and mom who works full time as a professional and raises 3 boys.
While I understand some feel Mr. Youth could have done things different, the comments have now moved on to criticizing the program’s content.
Not every shoe fits.
You hit the nail on the head with your point regarding women seeing the value as the women who would make the best candidates.
Everyone on that panel of ten left feeling inspired, equipped and grateful for the information and the opportunity.
The comments I am seeing on Twitter have gone from valid concerns about the process to using terms like “cult” and “bullsh*t”.
This suggests to me that Fishful Thinking’s message doesn’t match these moms. That is perfectly okay.
The mom that came as Mr. Youth’s guest, asked thoughtful and provacative questions, she was active, articulate and engaged.
She also had some core disagreements with some of the suggested research, philosophy and presentation.
I look forwarded to hearing her take on things.
I am a firm supporter of all moms who are thoughtful and aware, regardless of their parenting style.
So, the way see it, Mr. Youth found moms that match the message. And, while I know they have learned and made changes from the experience, they accomplished their ultimate goal. A group of mom’s that are enthusiastic and excited about a message they can support whole-heartedly.
I guess what I’d really like to say is, “Let’s keep it classy.” True discussion from dissenting points is so valuable and helpful when conducted with respect.
Thanks again for the forum based on facts and respectful discourse!
Tiffany says
Sorry about my sprinkling of errors, that’s what you get on 42 hours no sleep….
Tiffany
Tiffany´s last blog post..Sunday Shout Outs!
Susan Getgood says
Marketing Roadmaps is a marketing blog, and as such I try to stay away from making value judgments about programs based on my own personal values. I stick to the marketing. What matters is whether *the customer* likes something, not whether I do. Even when I *am* the customer, I try to not let that perspective color my commentary.
This has most definitely been the case with Fishful Thinking. My son is almost 9, which I bet puts us in the target audience for this program. I could however tell right away that FT was not for me. I’m not a fan of the self-help stuff. Keep your books, tapes and seminars. I’ll consult a professional. I’ve done it for myself and I did it for my son when he was having some issues.
However, I’ve tried very hard to keep that opinion out of the blog. Until this comment. Why? Because I am very disturbed by the implication that any criticism of Fishful Thinking’s content *must* be motivated by irritation over the program’s execution or anger at not being selected. That’s like saying I disagreed with most of the actions of the Bush administration because I was upset that they stole the election in 2000. I was upset in 2000 but my subsequent opinions were formed based on the issues, not the election.
Now I won’t be writing about FT’s content here, because this is a marketing blog. Not a parenting blog. It wouldn’t be relevant. However, I hope everyone will keep an open mind, and understand that critical thinking is important. In fact, it’s also something we should be teaching our children.
People are allowed to criticize or accept FT or any other program based on their values. Doesn’t make one wrong and one right. Just makes us different.
So let’s be careful out there, people.
Trenches of Mommyhood says
Hi Susan,
I was a fellow New England Mama with you and met you briefly at the MA Conference for Women in Dec. I was also chosen to be one of the 10 Faculty Members on this campaign. Both Mr. Youth and Pepperidge Farms have certainly acknowledged their mistakes regarding this outreach.
But moving past that, as a Faculty Member, I’m offended that no one seems to be lending credence to whom they ultimately chose. We are a dynamic and diverse group of women. Give us some credit here! Now that we’ve been intimately acquainted face-to-face with both Mr. Youth and PF, doesn’t anyone realize that the 10 of us by all means have the backgrounds, the knowledge and the experience to help both these companies in their future endeavors? We do. And we will.
Another issue that hasn’t really been acknowledged in a positive manner is the fact that PF is offering us compensation. This speaks volumes to the fact that (1) they value our opinions; (2) they value our time; and (3) are willing to show us that in the form of $$$. That’s a huge statement on their part (and certainly not one that many companies are willing to make) and should be recognized and commended.
Trenches of Mommyhood´s last blog post..Friday – Part I of My Fishful Thinking Experience
Boston Mamas says
As always, Susan, you’re insightful while also straightforward and logical. I think you’re right on the mark re: bloggers self identifying themselves to align with causes that are meaningful to them and their readers.
Boston Mamas´s last blog post..Blooms!