A month ago, I blogged about the quirky and hilarious marketing for the 92 cent flyswatter, the Sergeant Swat. In the comments section, many of you shared some great ideas for how Willert could leverage social media in the marketing of the Sergeant Swat, and I said I was going to email the company about these ideas.
I went to Willert's website, hoping to find an email address for a brand or marketing manager, but the best I could do was a generic 'info' email contact. I emailed and explained who I was and that I had just blogged about Sergeant Swat, and included a link to the post. I added that I had some ideas for how the company could use social media to improve their marketing efforts, and asked the appropriate brand or marketing manager to please contact me as I'd be happy to help.
I didn't receive a reply, and soon forgot about the email, and the post. Then a couple of weeks ago, the good folks at Marketing Profs were kind enough to feature the post in their Get to the Point! email newsletter that they send out. I asked Ann Handley, and she said the newsletter has around 80,000 subscribers. And still, no contact from anyone at Willert.
Let's do some quick math; my blog has a total readership of about 3,000 a day. Add in 80,000 subscribers from MP's newsletter and we hit 83,000. The post and newsletter were also both bounced around Twitter and when the smoke clears, it's not unreasonable to say that one blog post could have resulted in 100,000 people being exposed to Sergeant Swat, and its parent company, Willert.
And yet, no answer from Willert.
Now at this point, it's easy to beat up this small company and say they had a ton of free publicity dropped in their laps, and that they are totally blowing it. But are they? Should they response to my email? I have my own idea, but what do you think? Do you think that Willert even realizes that any of this has occurred? Given that my post and then MP's newsletter MUST have resulted in a spike in website traffic, I would have to assume that they could tell that something had happened.
So did Willert blow it, or not? How would you have handled this if you were a brand manager for Willert?
UPDATE: More reactions to this post and companies responding to bloggers here on Plurk.