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:
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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.
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