I had a couple of terrific conversations this afternoon, the first of which was with Simon Hewitt, the marketing director and blogger for Cambridge Audio.
He explained to me that he was interested in blogging primarily as a “catch-all” for information that didn’t really have another avenue for the company to announce or acknowledge. He uses the blog to link to great reviews from magazines, or to talk about some aspect of the audio jungle.
He pointed out that there was a real difference in recognition of blogging between a year ago and now. At first, he said that some of his co-conspirators wanted him to change the blog to be more about news and less about discussion and conversation. They weren’t really sure that enough of their target market really knew what a blog was.
Now, the attitude is much different. He estimates that about 7 in 10 of his target audience know what a blog is. He seemed to be pleased with Cambridge’s blogging initiative.
As I was leaving, I asked him about what it was like to be so isolated from the show floor (Cambridge is at the Hilton in Suite 28115). He explained that it was nice to get a breather from the frenetic pace of CES. What’s more, people who came up to the 28th floor of the Hilton were really looking for Cambridge. They had the opportunity to slow things down a bit and really get to know the people who came by.
I compared that to the value-add of blogging, which he instantly understood to be true. Blogs can give you the opportunity to be in the center of the unfolding action like on the floor at CES, but they also give you the opportunity to get to know your customers in a more human way like being in a tower at the Hilton. How wonderful to get the best of both worlds.
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