A BLOGGER IN THE MIDST

This is the typical case of a girl who endorses her company Lancaster-Webb’s product without proper approval from the company and also made an image that she represents the company and has came out with a name -- 'Glove Girl'. In the process she also leaked out confidential information of the company where by breaching the contracts.

In this type of situation Will Somerset should not fire the girl as first of all she doesn't harm the company and on the contrary endorsing its products which in turn increasing reach and awareness. She does the hard work which instead should be done by the advertising department, So in a way she is doing more good than harm. Instead of firing her the company should use her endorsement skill as a strong forte to put her with the marketing department.

Then here comes the concept of Gonzo marketing.  Now the biggest question is what is gonzo marketing.

Concept Coined by Christopher Locke. It is essentially about moving from traditional advertising to a more conversational approach using the world-wide web. In this marketing Concept, the company-customer relationship is broadened to allow for the exchange of information, experiences, support and input, as well as products and money. In this model, both the consumers and companies benefit without the traditional bombarding of marketing messages that is so off putting to consumers.

Also the concept of marketing through blogs comes into play.

MARKETING THROUGH BLOGS:

Blog is a web site where entries are made and displayed in reverse chronological order. A blog for marketing can give an identity and a “voice,” to gain visibility on the Web. It can generate word-of-mouth interest and display current work. It is a way for you to write about your work and tell the story behind it. It allows others to get involved with your work by leaving comments. The blogs can be noticed by the media bringing requests for interviews.You can educate people without being too preachy. Search engines love blogs because there’s usually a lot of specific topic-oriented content.  A blog allows people to see a more private side of you and get to know you. It gives you the chance to interact with clients as friends.

Blogs create communities of like-minded people. One of my favourite uses for freelancers is to publicize and promote—even raise money for—charities they feel strongly connected with.