In response to my blog entry, Guy Kawasaki on the impact of bloggers on PR and buzz, Chris Abraham has provided additional perspective about swag in his post, “Gifting Bloggers Doesn’t Mean Pushing Swag.”
Check it out, but here’s some of what he said:
- “Gifts don’t have to be free stuff — like books or iPods — gifts can be in the form of knowledge, intellectual property, insider access, or blogger exclusives; gifts can be informational, gifts can solve a community problem, or customer service issues.
- “What a gift needs to be is super-valuable to the recipient — the value of a gift is based on perception. You need to be willing to give the gift that the blogger wants and not the gift you are prepared or want to give.
- “What is not cool is half measures or crappy, throw-away gifts, the Internet version of key rings and a bowl of candy. Offering throttled, limited or restricted demos (without access to the full version when it is released); offering a single book chapter (without the whole book being an option); or granting “exclusive” access to something that is already released is just plain lame and will result in severe negative consequences.”
- “It is pretty bad to not give a gift when you reach out to bloggers just because you feel entitled or represent a fancy client but it is worse to be stingy about the gift you do give. Make sure the gift is generous — give until it hurts.”
This is very useful. I’m sorry if I misrepresented what Chris was telling me about swag.