The Kinds of Products I Want to Touch in 2009

PreVegas I’m leaving for Las Vegas today to attend CES as Panasonic’s guest. (I’ll look like the guy in the picture to the left.) While I’m there, they’ll let me play with their dSLR camera, their Flip-like video camera, and some kind of nicer camera. I’m not obligated to write about the products. They haven’t actually asked me to do anything specific except to show up to a few presentations of theirs (seems fair to me). But I’m excited. Why? Because they’re reaching out to people and looking for different voices to talk about their stuff. (Crayon helped them do this.)

I was thinking about it, and started thinking about what 2009 will bring. I figured I’d write up the kinds of things that might interest me, and see what comes of it. Maybe nothing. But to me, part of the future of marketing and business communications is building relationships with small groups and turning from stiff advertising to conversations about products and services. As with all things, it’s a matter of context, but we’ll get into that.

Over 2008, I was fortunate to participate in a bunch of product evaluation moments. The folks at Nikon sent me a D60 to mess around with for a few months. Garmin lent me a Nuvi 200. Flip Video gave me a Mino camera. In software, I’ve been able to try out BatchBook, FreshBooks, and some others. I was even sent some gourmet food to review. It was all a blast.

Why I Like Reviewing Products

I love the idea of having an uncensored voice touching your product or service and reporting on it in your own way. For instance, when I tried out eBillme, my December sponsor’s product, I found that it could use improvement. Nothing rude or angry, but I thought it was a great idea that could use improvement.

Critics of my Kmart experience seemed to latch on to the fact that I wasn’t mean enough about Kmart. They felt it was inauthentic. Go back about 100 posts and tell me how many times I seem angry or complaining. It’s pretty damned authentic to who I am.

To me, having bloggers and others review products is a chance for a much more realistic experience and an opportunity for me to bring back my ideas to my community.

The Products I Want to Review in 2009

  • Books. I get books to review and I love it. I like business books, marketing books, nonfiction books in the “thinkers” kind of space like Gladwell and the Heath brothers. I love reading books, mentioning the good ones on my blog, and I also give them out at conferences (and as I’m attending or running around 50 events this year, I’ll be in contact with lots of folks).
  • Simple products. The Flip Video Mino was my favorite product of 2008. I believe it changed the way people think about video. Yes, your still cam does video. Yes, you have a great video camcorder. This thing is so easy.
  • Innovative products. I already have an iPhone. Just because your phone has a touch screen doesn’t mean you’ve innovated. Saw that. What’s next?
  • Location-aware products. I never had a Chumby, but though it seemed neato for having wifi, I’d love something approaching a Bruce Sterling blobject. GPS apps and location apps for iPhone interest me. Also, have you seen Snaptell? That’s clever.
  • Products to improve a dad’s life. Paisano and I have over 70 dads at Dad-o-Matic who would love to give you a dad’s eye view on products for kids or for dads. Hell, send us beer. We’ll review it as a tranquilizer.
  • Something looking for a new life. I recently started drinking Canadian Club whiskey. Know why? Because of their print ad campaign and how they ported it into Facebook. They had a very simple app that let you throw a picture of yourself into their “Damn Right Your Dad Drank It” campaign, and I thought it was fun. That’s an old brand. I like the idea of seeing how some of those will play.
  • TRAVEL PRODUCTS AND SERVICES. I’m traveling more in 2009 than I ever have before. Lots of planes, hotels, rental cars, restaurants, and other touchpoints. If you’re doing something interesting in that world, I’d love to hear about it. For instance, something as simple as a free bottle of water turned me on to the Sheraton Four Points hotel chain. Since that blog post, I’ve stayed at five other Sheratons, on purpose. So, something in travel would be really fun.
  • Food. I enjoyed the Personal Chef to Go experience, and I’ve since received a few other things that were fun. I’m not exactly your best bet for a foodie (I’d recommend Justin Levy for meat, or Grace Piper for fun projects. But hey, I eat.
  • Fitness products. I’m getting back in shape. I’ve been going to the gym steadily, and I plan to get back into trail running. If you’re doing something fun in that space, or something innovative, or something for a fat guy getting back into it, and you think it might appeal to my audience, let’s talk about it.

Does This Even Relate to [chrisbrogan.com]?

Product reviews isn’t why you come to [chrisbrogan.com], and it’s not my point to turn this site into a review space. However, what I like is that you (yes, you) all represent products and services in various spaces, and that because you come here, I get to know a little bit more about your worlds. I learn from Rachel Reuben about higher education. I learn from Gina Kay Landis about realty. I learn from Steve Garfield about the future of journalism. I learn from Ferg about Molson beer.

So it’s not exactly about the reviews and the products, which are fun, but it is about interacting and learning and sharing and trying new things. It is about sharing parts of our life that aren’t blogs and keyboards and words about words. And as I said above, it’s just fun. Trying out things and finding ways to talk about them in any kind of meaningful way is fun.

What do you think? Have you had the chance to review things before? Are you a company that’s experimented with bloggers in any of these ways? What do you think the advertising/marketing paradigm does when it collides with blogs?

This is one in a series of posts over 2009 that will talk about content marketing and its implementation in social media. I’m still thinking of a clever name for this. More later.

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  • http://www.leadingfuturists.biz Jennifer Jarratt

    Sounds as if you are trying to convince yourself of something you are not quite sure is right.

  • http://www.leadingfuturists.biz Jennifer Jarratt

    Sounds as if you are trying to convince yourself of something you are not quite sure is right.

  • http://chrisbrogan.com chrisbrogan

    @Viral Marketer – I actually have a document that I provide that shows things people seem to care about with all the juicy numbers and stuff. You’re right. People don’t just hand out things willy nilly. Then again, I know lots of VERY influential people who have far less in numbers than me but far more in depth of influence. So, it’s not always as easy as “how many eyeballs.”

    @Jennifer – nope. I’m happy with what I laid out. I don’t think blogs are churches.

  • http://chrisbrogan.com chrisbrogan

    @Viral Marketer – I actually have a document that I provide that shows things people seem to care about with all the juicy numbers and stuff. You’re right. People don’t just hand out things willy nilly. Then again, I know lots of VERY influential people who have far less in numbers than me but far more in depth of influence. So, it’s not always as easy as “how many eyeballs.”

    @Jennifer – nope. I’m happy with what I laid out. I don’t think blogs are churches.

  • Alexis

    We’ve done a lot of blogger outreach for product reviews with almost all of our clients – especially food and consumer tech. In particular, we have learned a lot with “mommy blogs” and many of them have become trusted and honest resources for our brands. It can be a struggle as a PR person to measure the success of such a program, but as traditional media continues to shift and evolve we have found that blogger reviews are just as influential, if not more so, than print media. It has been a fun learning experience to say the least.

    Good luck in Sin City!

  • Alexis

    We’ve done a lot of blogger outreach for product reviews with almost all of our clients – especially food and consumer tech. In particular, we have learned a lot with “mommy blogs” and many of them have become trusted and honest resources for our brands. It can be a struggle as a PR person to measure the success of such a program, but as traditional media continues to shift and evolve we have found that blogger reviews are just as influential, if not more so, than print media. It has been a fun learning experience to say the least.

    Good luck in Sin City!

  • http://www.barrymoltz.com Barry Moltz

    I am a big fan of the Flip Video and SnapTell as well!

  • http://www.barrymoltz.com Barry Moltz

    I am a big fan of the Flip Video and SnapTell as well!

  • http://www.leilimckinley.com Leili McKinley

    Chris, at what point does a blog become advertorial? I think that a foundational element of social media is the pull of attraction, not the push of marketing. People will buy what you buy, because they want to do what you do as they see your success.
    So, when you blog about products that you like, I assume that the only way you don’t fall off the marketing cliff is when the content (review) intersects with your thought leadership in that area. Otherwise, your (or anyone else’s) posts would become just another advertisement in the form of personal endorsement.
    Of course I want to know what your opinion is – that is the sharing that is basic to social media. But I find that many “reviews” these days need to go beyond “I like it – it’s cool”, sinking into the obvious advertorial review. Your thoughts?

  • http://www.leilimckinley.com Leili McKinley

    Chris, at what point does a blog become advertorial? I think that a foundational element of social media is the pull of attraction, not the push of marketing. People will buy what you buy, because they want to do what you do as they see your success.
    So, when you blog about products that you like, I assume that the only way you don’t fall off the marketing cliff is when the content (review) intersects with your thought leadership in that area. Otherwise, your (or anyone else’s) posts would become just another advertisement in the form of personal endorsement.
    Of course I want to know what your opinion is – that is the sharing that is basic to social media. But I find that many “reviews” these days need to go beyond “I like it – it’s cool”, sinking into the obvious advertorial review. Your thoughts?

  • http://www.mizfitonline.com MizFit

    Great post (typed the fliplover. I was an early adopter with this one and havent looked back. now I want the high def).
    I am frequently pitched to test products and really enjoy doing it (the companies? I think they like it but Im always very honest. new in 2009 @ mizfit is my seal of approval for things I adore and which pass a 5 pt test. do you do that?)…if you wanna test new fitness things I have a few companies to send your way ;)

  • http://www.mizfitonline.com MizFit

    Great post (typed the fliplover. I was an early adopter with this one and havent looked back. now I want the high def).
    I am frequently pitched to test products and really enjoy doing it (the companies? I think they like it but Im always very honest. new in 2009 @ mizfit is my seal of approval for things I adore and which pass a 5 pt test. do you do that?)…if you wanna test new fitness things I have a few companies to send your way ;)

  • http://albertideation.com Albert Kaufman

    This has been one of my least favorite posts of yours ever. Seems like a total product placement post – send me this, send me that.
    My sense is that the country’s economy, and the global economy is in a free-fall right now, and that we may never return to the world of consumption we just left. Which, might not be a terrible thing, if we can figure out something better to replace it with. I love that you stress relationships with people – that you encourage people to come up to you at conferences, great. but hawking a new video this or an object that? seems like you’re trying to save capitalism. Which I’m not sure is possible.
    Anyway, sorry to sound so bitter – so much of what you write is interesting, the constant product placement, I can do without.

  • http://albertideation.com Albert Kaufman

    This has been one of my least favorite posts of yours ever. Seems like a total product placement post – send me this, send me that.
    My sense is that the country’s economy, and the global economy is in a free-fall right now, and that we may never return to the world of consumption we just left. Which, might not be a terrible thing, if we can figure out something better to replace it with. I love that you stress relationships with people – that you encourage people to come up to you at conferences, great. but hawking a new video this or an object that? seems like you’re trying to save capitalism. Which I’m not sure is possible.
    Anyway, sorry to sound so bitter – so much of what you write is interesting, the constant product placement, I can do without.

  • http://www.thesalesmatrix.com David Benjamin

    Chris,

    Really enjoyed this post. My belief is that the way products will gain popularity moving forward is to have influencers like yourself try them out. The really good products will grow in popularity due to the viral nature of social media and those with a large following have the best chance to spread the word quickly.

    I look forward to reading more reviews and trying out the products that apply to my business and personal life.

    Thanks for sharing and keep up the great work!

  • http://www.thesalesmatrix.com David Benjamin

    Chris,

    Really enjoyed this post. My belief is that the way products will gain popularity moving forward is to have influencers like yourself try them out. The really good products will grow in popularity due to the viral nature of social media and those with a large following have the best chance to spread the word quickly.

    I look forward to reading more reviews and trying out the products that apply to my business and personal life.

    Thanks for sharing and keep up the great work!

  • http://nicolembryant.wordpress.com/ Nicole

    I enjoy reading your product reviews and feel that they are an interesting change from your focus upon social media. Also, you introduce me to new products and services that I would never have thought about without this spark of inspiration. Keep up the good work!

    ~Nicole

  • Nicole Bryant

    I enjoy reading your product reviews and feel that they are an interesting change from your focus upon social media. Also, you introduce me to new products and services that I would never have thought about without this spark of inspiration. Keep up the good work!

    ~Nicole

  • http://www.midlifecareerpath.com Karen Batchelor

    I’ve been “touring” your site and enjoying your posts and product reviews. Before I tear myself away for today, just wanted to suggest that if you want to review some great travel products check out the awesome array at http://www.tombihn.com. Based in Seattle, Bihn carries uber-functional laptop and messenger bags as well as backpacks, purses and travel gear.

    Thanks for all your advice!
    Karen

  • http://www.midlifecareerpath.com Karen Batchelor

    I’ve been “touring” your site and enjoying your posts and product reviews. Before I tear myself away for today, just wanted to suggest that if you want to review some great travel products check out the awesome array at http://www.tombihn.com. Based in Seattle, Bihn carries uber-functional laptop and messenger bags as well as backpacks, purses and travel gear.

    Thanks for all your advice!
    Karen

  • http://www.thoughtgadgets.com Ben Kunz

    Chris,

    Ah, we traded a few barbs over Kmart, and I still think paid posts go too far — beyond ad placement to manipulating opinion. The only *motive* Panasonic has for paying for your CES trip is to get your 165,000 monthly readers to hear favorable things about Panasonic. Mission accomplished.

    However you are correct that blogs are not churches, and I can see how the topics you write about for payment are often related to your core mission of exploring new social media business models. Perhaps the way out is for you to not only review the product being sponsored, but also 2-3 competitors’ products in the same post. That way when you talk about how cool a GPS system or camera is, you balance it with information about its competitors — providing MORE value to your readers while reducing any perception that you’re just a paid spokesman. “Panasonic did X, and it compares to competitors Y and Z like this.”

    Worth considering in 2009?

    Ben

  • http://www.thoughtgadgets.com Ben Kunz

    Chris,

    Ah, we traded a few barbs over Kmart, and I still think paid posts go too far — beyond ad placement to manipulating opinion. The only *motive* Panasonic has for paying for your CES trip is to get your 165,000 monthly readers to hear favorable things about Panasonic. Mission accomplished.

    However you are correct that blogs are not churches, and I can see how the topics you write about for payment are often related to your core mission of exploring new social media business models. Perhaps the way out is for you to not only review the product being sponsored, but also 2-3 competitors’ products in the same post. That way when you talk about how cool a GPS system or camera is, you balance it with information about its competitors — providing MORE value to your readers while reducing any perception that you’re just a paid spokesman. “Panasonic did X, and it compares to competitors Y and Z like this.”

    Worth considering in 2009?

    Ben

  • http://www.periscopelight.com Chris Hertzog

    Hi Chris,

    I am a avid follower and really enjoyed this post about products in 2009. I work for a marketing and PR firm and we are really trying to get the social media aspect of our firm up and running in an efficient way. Which is what turned be onto your blog.

    In your post you mentioned that you are looking for some travel products in 2009 and I might have something that would interest you.

    Periscope Book Light makes book lights that are within a leather book cover that stays with the book. They have also created one for the online sensation, Amazon Kindle.

    We have had several blogs review our products and think that it is a great way to get directly in touch with potential customers. If you would like to review a unit please let me know or visit http://www.periscopelight.com.

    Chris

  • http://www.periscopelight.com Chris Hertzog

    Hi Chris,

    I am a avid follower and really enjoyed this post about products in 2009. I work for a marketing and PR firm and we are really trying to get the social media aspect of our firm up and running in an efficient way. Which is what turned be onto your blog.

    In your post you mentioned that you are looking for some travel products in 2009 and I might have something that would interest you.

    Periscope Book Light makes book lights that are within a leather book cover that stays with the book. They have also created one for the online sensation, Amazon Kindle.

    We have had several blogs review our products and think that it is a great way to get directly in touch with potential customers. If you would like to review a unit please let me know or visit http://www.periscopelight.com.

    Chris

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