Retailer may use its newly formed blogger relationships as a promotional vehicle throughout 2011.
Sears hopes to pick up online buzz during the Consumer Electronics Show (CES) this weekend by sending five established tech bloggers to the Las Vegas event. Karen Austin, president of consumer electronics for Sears Holdings, told ClickZ that the bloggers - dubbed "The Sears Blue Blogger Crew" - will not be required to pitch the retail brand in their reports.
Each blogger's posts from CES will appear on his or her existing blogs, while getting pushed via their Facebook and Twitter accounts. Sears's social media team will link to the posts on its Facebook and Twitter pages and at the brand's online community, MySears.com. The retailer is accommodating the bloggers with a CES pass, airfare/hotel, and per diems for food and local travel.
"We anticipate that the bloggers will post five posts and various tweets before, during, and after the show," Austin explained. The Sears executive said the blogging relationships could extend well after CES ends, suggesting the initiative could run throughout 2011. She added that her brand would be accepting submissions at MySears.com for additional Sears Blue Blogger Crew contributors going forward.
"[The crew will allow] our customers to hear directly from their peers regarding product news and events, beginning with activities at CES and then leading into additional announcements during the year," Austin said. "Kicking off this initiative at CES provides these bloggers the perfect platform to learn about new tech trends and share product insights with their readers."
The bloggers who will attend CES with an assist from Sears are:
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT