Vespa Blogs will build brand

Vespa’s launch of two new blogs, which will include users of Vespa’s who will be free to write what they want about the company is a sign of the times for Internet advertising and PR. The Wall Street article by Brian Steinberg, “Corporate Marketers Try Out Blogs,” describes Vespa’s and other major corporations use of blogging.

It makes sense to use blogs, with the increasing clutter of advertising overall, companies have been looking for alternative ways to get some buzz about their products and services. From the starting point of surveying their customers, Vespa understood that their customers use many different websites to gather information before making a decision to purchase. Corporate blogs are part of Vespa’s strategy to get more coverage on the Internet about Vespa through developing more unique content.

Blogs are great tools for increasing a company’s organic search engine rankings. It’s acceptable to generate a lot of content within a blog, plus the easygoing writing style of blogging helps companies to break down barriers with new and existing customers. By using strong product evangelists, existing Vespa customers, Vespa wants to create genuinely unique content that creates a buzz about the company, but also elicits product feedback. Vespa understands that to build a strong brand you have to listen to your customers; the Internet and blogs are the perfect tools for listening.