‘Why is Vespa launching blogs?
Piaggio USA feels blogs are an ideal way to connect with Vespa brand loyalists and encourage them to become online evangelists. It is an extension of the scooter clubs that have existed offline for years. One reason is that U.S. scooter buyers are heavy online users. According to internal Piaggio USA research, a full 65% of prospective motor scooter buyers visited the Vespa USA Web site, while 56% visited other sites when conducting research prior to purchase. Piaggio USA hopes that by hosting a transparent peer-to-peer discussion, it will enable more individuals to embrace scootering for a wide array of daily lifestyle needs. In addition, it will enable Piaggio USA to actively listen to consumer feedback in real-time.’
This is a very smart move. Vespas are a lovemark (if you haven’t read this book can I recommend you grab a copy from your local bookstore) and the best way that you can tap into the love that owners of your products have for such a product is to provide a space for them to come together to talk, connection, obsess, rave, gush, dream, evangelize and be excited about your product. This is what might just happen with such a blog.
Another smart move in this campaign is that they won’t be paying bloggers to write on Vespablogs – rather the reward will be getting ‘an early look at Vespa products and services, passes to Vespa events as well as Vespa accessory merchandise and online/media exposure.‘
They are not looking for professional bloggers – rather they want obsessed Vespa lovers who will do it for the love of the machine. This will be an interesting blogging project to watch.