This past year I've been very lucky in the "free stuff" department

First, I went to Johnson's Camp Baby earlier in the year. That involved lots of "free" and lots of fun. Although I didn't go post-crazy about every product about which we learned, the conference has still had an impact on me and my spending.

Second, at the BlogHer Conference, we got a lot of swag. I got even more swag because of my associations with things like the Experience Project and the Silicon Valley Moms Blog. The unfortunate thing about the sheer volume of products - plus the post-conference BlogHebola virus that carries with it sheer exhaustion - is that it is very difficult (if not impossible) to post about every product, nor would I want to. After all, I want to post only about those things that I truly endorse; not feel "guilted into" posting about something simply because it is free. (You know that junk mail you receive with free address labels, or a free nickel with the "this nickel could save a child's life, please send it back to us along with your further donation.)

Although I love the "free," it doesn't necessarily translate directly to immediate blog posts. (And yes, I am disappointed when I feel "too busy" to mention products that are really worth a shout-out. But there are still benefits to swag...)

So - if you are someone hoping to get on someone's blog (or more importantly, everyone's blog,) then, should you stop the swag and only email specific bloggers for that "personal contact" that might entice them to actually write about your product?*

Well, no.

I don't say so out of greed - because after all, there were plenty of things that I passed on to others, but that is the key: I passed them on to others who would truly appreciate them..

Rather, wait a little bit, and see the "ripples" of the swag.

After Camp Baby, I posted about uterine prolapse (Johnson's makes surgical gadgets for this,) Neutrogena sun products (Yes, Johnson's makes Neutrogena and Aveeno,) Safe Kids Week, and the Thanks Mom! commercials aired during the Olympic games.

I didn't post necessarily so much about the products themselves, but here's a tip: I had a sample size bottle of Johnson's Baby Lotion by my bed. I've since used it up, so purchased another. Yes, that is right - I used my own dollars to purchase a J&J product. Similarly, I regularly use the Neutrogena cosmetics that had been in our "welcome" bag at Camp Baby. When they run out, I'll be running to the store to purchase more.

Spliggle loves the Bedtime toddler-sudsing bars. Alas, I cannot find the product on the website, so I am not sure if it has been continued, although I found bedtime washclothes, which I bet are nice - but the enclosed bar is so much sturdier than a washcloth. Perhaps I'll have to go back to that old Girl Scout trick of sticking soap inside a pantyhose leg? We could still use Johnson's Baby soap inside if Splig really wants that smell. We really depend on their detangling conditioner, too: Splig the gymnast flips and somersaults his way into some rather knotty tangles.

So I have become a J&J customer - I am purchasing products that I probably otherwise wouldn't.

Other ripples include things like the photo of me and Ted Allen on my Flickr page. People ask how I met Ted Allen, and thus I mention Camp Baby - viola! More publicity for Johnson's.

And then there is Nintendo, the sponsor of one of the Camp Baby parties. During that party, we got a chance to preview Wii Fit, which I promptly pre-ordered (and I swear I'll review it one of these days.) At the end of the party, we each got a DS.

Well I am sure you can surmise what happened next: certainly we needed more games for the DS than just the one I got at Camp Baby. And of course each son had to have his own "tiny computer." So we've spent quite a lot of money on Nintendo products that we probably wouldn't have otherwise. Not that I am complaining, the boys are thrilled and have had tons of fun! But I bet I've now paid them enough to cover that one night of free stuff, and will likely continue to buy - that's good marketing!

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"Tune in" next week when I continue the "MommyBlogger Marketing Monday" mini-series with some other examples of swag-turned-profit.

As I mentioned last week, I got a lot of swag at the BlogHer Conference and during its associated parties. After the conference, I contracted that energy-sapping, need-to-get-my-life-back-in-order, oh-my-gosh-I-have-so-much-to-do BlogHebola.

I have photos of the swag bags laid out on my living room floor. I have intentions to post little "quick reviews" of some of the products using notes on Flickr. But for a good majority of the products, I don't yet have an opinion because I haven't gotten a chance to use them. This doesn't mean I won't post about them, just that I wasn't able to post about them right after the conference.

A meaningful review is unrushed and genuine.

PR officials may frown at this: they wanted instant buzz! But the ripples can be so much more powerful.

Example One:

At Blogher, via SV Moms, I received an adorable diaper cake from Sweet Pea Cakes. I will be giving it to a (non-blogger) friend who is due in a few months. I am convinced that nearly every baby shower I go to in the future will include me carrying a diaper cake to the mother-to-be. They are adorable and a perfect gift. Although I haven't posted about it other than these few sentences, my non-blogging friends are going to learn about this product. And most importantly, I am using my own money to procure these cakes: I have become a Sweet Pea customer.

Example Two:

Spliggle loves the Parking Pal I received in the SV Moms swag bag. He puts the magnet all over our van. While he doesn't use it for its intended purpose, it is there in the parking lot of preschool, gymnastics, soccer, and other kid-friendly activities. It is visible, and doubly-so as Splig makes grand gestures of placing it on the van. No doubt some folks have thought "What is that?" and gone up to take a closer look. I have become advertising for the product because I am using it.

Example Three:

I was one of the lucky ones who got to eat lunch while Rocco DiSpirito talked about Bertolli pasta sauce and how to "dress up" convenience foods to be healthful and delicious as well as quick. Sure I've bought Bertolli since then - I mean, c'mon, Rocco touched me!

Example Four:

I'm still buying Oops wine, which was featured both in Chicago's BlogHer '07 and in this year's cocktail party. I've brought the wine to gatherings; the name is a great conversation starter. Of course the story that goes with it is even better: I accidentally knocked into one of the Oops signs while drinking their wine last year -- um, oops! Even my mom - who gives Napa Valley wine tours - was intrigued by Oops.

Example Five:

Well, if you read the blog yesterday, you read the entry "Her Room is My Room Too." This success was a face-to-face meeting which led me to recognize the value in my swag bag. Since ordering the initial free panty from Her Room, I've now ordered many more in that particular style (a brand that I hadn't heard of before getting the free one) plus have gotten some "foundation garments" to suck in the tummy that thankfully because of my recent dieting and exercise is becoming a bit less bulgy on its own. (Still, every gal needs a good "cincher.")

One free panty led to a drawer-full of underwear -- good move, Her Room!

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Up next week: two companies whose initial generosity has made me think of them when I was ready to purchase products different than those I had reviewed.

The first two "Marketing Monday" mini-series entries dealt with swag: the Johnson's Camp Baby experience and the BlogHer Conference.

Today I'd like to point out two situations where participation in an initial product review helped me think of those companies when I needed different products. There are plenty of examples of products that I review where I continue to buy that exact product, like CleanWell. But these are examples where I used the company for another purpose.

Mattress Pads to Kids' Shoes:

I reviewed the Lands' End Pure Loft Mattress Topper at the start of the summer (via a contact I met at Camp Baby - see, another Camp Baby ripple!) At BlogHer (yes, another BlogHer ripple!) I received a $10 Lands' End gift certificate. I had a positive relationship with the Lands' End people earlier with my review, and since I had their catalog, it was a natural place to go back-to-school shopping, especially with that $10 off. I bought both boys some excellent zipper-down sneakers.

Now, I know there are plenty of folks out here who cry "But kids need to learn how to lace their shoes!" But laces come untied. And the Cat has lace-up shoes for soccer, anyway. Velcro is loud and attracts bits of yuck. Those springy-lace versions kind-of work, but with lots of use the elastic becomes limper, and so the shoe can slip off. (Meanwhile, at the start the laces are too tight, so require lots of maneuvering.)

These "Weatherly" shoes are amazing. The kids love them because they are comfortable and very easy to get on and off. I love them because they are sturdy and appropriate for outside play and "Club Fit" at school. They have a velvety outside texture that looks attractive, and they are surprisingly durable: I must admit first shock when Splig came home with his completely drenched from a day of preschool water fights (why didn't he wear his crocs?) and then surprise when the shoes dried out with no apparent ill-effects.

Beach Bags and Model Contests to Stylin' Pirate Footwear

Also during the summer, I promoted a Company Kids' Model Contest. As a thank-you for promoting the contest, Company Kids sent me an excellent care package.

Splig loves his pink skull & crossbones towel and ladybug lunchbox. I love the beach tote we received (alas, not available in this autumn season, so I cannot link,) and have used it quite frequently since receipt. (It is waterproof inside - waterproof!) They also included a catalog, which I skimmed through.

Enter Halloween-costume time. This Friday, the Cat will trick-or-treat as "King Boo" from Mario Kart. Splig will be a pirate. Although I gathered most of his costume together, he kept asking for "pirate boots." Aha! I remembered Company Kids' skull rain boots, and we're all set.

So there you have it: I've blogged about Lands' End and Company Kids before; and have continued to spend my money at both places.

In other words, even if you don't think a particular blogger has a wide enough audience to have a lot of "blog buzz," their own spending habits might be impacted by participating in a product review or giveaway. And of course, their "in real life" friends and family end up seeing them using these products. My loyal readers read my reviews - and they have their own ripples if they try and like the products.

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Up Next Week: Blogger Outreach that didn't quite work.

I've posted three pieces on how MommyBlogging Marketing can work:
- Ripples from the Johnson's Camp Baby experience
- BlogHer Swag Winners
- Continued relationships with companies for which I've done reviews

Here are two examples of blogger marketing gone wrong because the company wasn't organized about either the outreach, the product itself, or both:

Be Organized: Case One

I received an email from a lovely person who appeared to have read my blog. She addressed me by name, and offered to host a giveaway on my site. Alas, I wouldn't get the immensely cool product for myself, but one of my readers would. I enthusiastically agreed. In fact, I was ready to actually purchase the product because it seemed so cool. It would have been a great holiday present. Still, part of me wondered if the product was too good to be true.

The nice lady wrote back later saying there was a mistake, and they didn't have any free products to give away -- but hey, you can give your readers this 15% off coupon code, here's a link to our online catalog! This was accompanied by that deadly "If you want hi-res images of our product, just let me know!" quip.

Whether they only decided to pick a few "higher ranked" bloggers for their giveaway, or if they seriously had a flub in their communications, if they are that disorganized in their marketing, I don't want to trust that their way-cool product (which if it works would be so awesome, but if it doesn't would be a waste of dough) actually operates properly.

Be Organized - Case Two

Several months ago I received an email from a company creating what is essentially a knock-off of a popular product. Although I love the original version of the product, I figured "Hey, might as well try the knock-off as well, 'cause my boys would love it."

In the subsequent months, I've gotten odd emails saying that the product isn't yet ready, or the product's name might change so they don't want anyone blogging about it just yet.

At this point, everything is up in the air, and that isn't very confidence-inspiring for the actual product. But if they had waited until it was ready to go, they could have begun their blogger outreach at that time, shipping the products out immediately, thus looking extra-organized.

Of course, the majority of the pitches that are in the "don't work" category are ones that get deleted immediately, not those that go as far as the above. Several times I've gotten follow-ups from dud pitches like, "Hey! We noticed you didn't talk about our product on your site!" even though all they had sent was a press release: no product for review, no giveaway for my readers, no compensation for mentioning their product. If I want to promote a product it is because I like the product, not because someone else says it is cool. Don't get offended if I won't publish a free advertisement for you.

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Up next Monday: When it Doesn't Work - Part Two: Know Your Audience

This is my last installment of "MommyBlogging Marketing Mondays." Thus far, I've highlighted three methods that work, and one that does not.

MommyBlogging Marketing That Works:
- Ripples from the Johnson's Camp Baby experience
- BlogHer Swag Winners
- Continued relationships with companies for which I've done reviews

And then last week I talked about MommyBlogging Marketing When it Doesn't Work: "Be Organized."

Here are a couple examples where I thought the fit was right for products, but the company themselves didn't think so, even though they had been soliciting blogger opinion:

Know your Audience / Trust the Blogger: Case One

I received the name of a PR person with whom several bloggers had received excellent products. Apparently she wanted to send out more products to interested individuals, so had asked for her name to be distributed amongst some blogger outreach lists.

When I wrote to her, I included the tidbit about how the Cat happens to have a pdd-nos diagnosis just in case some of the products she wanted to publicize might have use for that particular niche. I made it clear (I thought) that I have a neurotypical younger son, and that my pdd-nos son is very bright and capable.

Her response was that she didn't have any products for those on the spectrum, except play-doh has been recommended for kids with disabilities.

Um. Sigh. I hate play-doh for many reasons. Sure, it has the potential for creativity. And it is a sensory activity for those who enjoy play-doh, but it wasn't the type of product I was hoping for. (And let's get real: kids eat play-doh. This is not a good thing for kids who already have sensitivities - not that my kids eat The Doh at this age, though.)

So I wrote back to clarify that I didn't have to review products for kids on the spectrum, and that both my kids are smart and fully capable of playing with "regular" toys. But... there is nothing for me, apparently. (Why would she specifically solicit more mommybloggers if she didn't have products?) I know my sons. I know my "autistic" son is much, much more capable than people assume when they hear "autism."

In this case, the mistake is mine: I thought I was potentially giving useful information, but instead I gave limiting information.

Know your Audience / Trust the Blogger: Case Two

For those of you at the BlogHer Conference -- you recall what happened with that one company [which I won't name for the publicity, but they make cell phone headsets] who wouldn't give out their swag unless you waited in line, pushed and shoved, and finally got a "personal connection" - the first day they ran out of merchandise. They said they wouldn't return. Nonetheless, I got there early "just in case." They did return later, and I wasn't around.

I sent them a nice email, stating how I was very interested in their product, especially since California's hands-free law had just gone into effect. I explained that my old bluetooth headset had broken, and so I was in the market for a new one. I knew I had a story to tell, and would be a good reviewer for the product. I requested more information about the product and asked to be considered for future reviews (when the product had come out of beta) if they were no longer allowing free samples at this time.

They didn't bother to email me back.

Sure, it was an expensive product. They probably didn't anticipate having to give so many away. But here I was, making my own personal connection, saying I was a good person to promote their product. Even if they wanted to decline, they should have done me the courtesy of emailing me back. They could have politely explained that they don't want to give away more of their expensive product. I understand. They could have given me more information about the product or given me a discount code for when it was available to the public. They could have acknowledged my email.

So flip that around: if I am a company reaching out to a blogger, I'd like some sort of response. And so typically I do respond to product pitch, unless it is obviously a mass-mailed type thing that doesn't use my name or misses the boat completely. But if it is a nice email that shows the person has read my blog - I'll respond, even if the product isn't a good fit for me.

In this case, the company clearly underestimated demand for their product, BlogHer attendance, or both. But even so, they should have responded to my email out of courtesy and to keep me interested in their product.

I understand I may not be a match even though I think I am -- but in the case of the first, please respect that I know my son's abilities (or specifically tell me "I've given away enough of the 'regular' toys but will keep you in mind for future promotions") and in the second, please acknowledge my communication at the very least.

Sigh.

It seems that something entitled the "Consumer Products Safety Improvement Act" will go into effect in two months.

I learned of this unfortunate piece of news via Cool Mom Picks' announcement of the issue. I look towards Cool Mom Picks for fun and unique toys and gift ideas. As they note in their post about the CPSIA, most of these cool finds are from smaller shops or parent-run businesses which simply won't be able to afford the licensing required under the new guidelines.

The gist of it is that in an effort to prevent unsafe chemicals (ie, lead, psychotropic drugs, and other things) that have been in the news as being unwanted components of [mass-marketed, cheap-o, usually imported] toys, the CPSIA will require thorough testing of products before they are allowed on the shelf. While the idea behind it is "good," the result is that only the large manufacturers will be able to comply with the law.

Ironic, since it is large manufacturers cutting corners that have created the unsafe environment in the first place. It is the independent and smaller businesses that take the time to use natural methods and high-quality components -- check out CMP's Safer Toy Guide to see some of those excellent companies that we may find missing in a couple months.

Will this cause a domino effect: small local businesses must shut doors, so communities lose sales tax revenue, so money that could have gone towards road safety, schools, and other community-bettering facilities will be less? My town doesn't have a Walmart. And I sure don't want us to have one!

When my mom called me late Friday evening, she asked if we wanted to come over to "do something" for Father's Day. "Oh, of course!" was my reply, but then I told her how our eldest son had a soccer game at 12:30 so we'd have to leave before then.

Oh no, I'd want you over late - for things like burgers!

Mother's Day we get a brunch, or tea. But Father's Day we get to bring out the meat and beer. Not Fair.

And so I began to think about how a pitcher of iced tea is perfectly fine for a book club or ladies luncheon, but somehow not "manly" enough for the fathers. Granted, there are tea drinkers out there who happen to be male, but the stereotype is that men drink coffee while women drink tea. The women (allegedly) want fru-fru brunch, but the men want spice and substance.

What does this have to do with powdered beverages such as Crystal Light?

Well, Crystal Light is most certainly marketed to women. I understand that. I remember the beautiful ladies of the eighties showing how a flavored drink could avoid damage to one's figure, quite the opposite of many other refreshments of the time.

The interesting thing, though, is that now there are powdered drinks out there that are marketed to men as well. And then there are some that are rather gender-neutral. Look in your supermarket and you'll find products that are essentially alike, but in vastly different boxes.

It is hard to believe that the BlogHer conference is only a month away.

It seemed so far in the future - after Splig's myringotomy - tonsillectomy - adenoidectomy surgery, after school ends, after soccer starts, after summer is half over, after this, after that.

But we've been plowing through all those events, and now BlogHer is next on the list. (Well, and Splig's birthday. He won't let any of us forget that.)

People attending BlogHer are scrambling around getting their plane tickets, hotel reservations, and some new duds to wear. The preparations can take a hefty toll on the wallet. Thankfully, a variety of Johnson & Johnson brands are sponsoring a mega-sweepstakes to enable 20 (yes, twenty, that isn't a typo) bloggers the funding to attend the conference.

Acuvue, Carefree, Johnson's Baby, Listerine Agent Cool Blue, OB, Splenda, Stayfree, and other J&J brands are giving away $1200 in cash to 20 (twenty) people; 5 (five) of these people will also receive a Flip camera.

I should note that this contest does not provide tickets to the sold-out BlogHer; rather, it is for conference attendees who already have their tickets. The suggested use of the $1200 is to pay for travel, lodging, and other aspects of conference-going. I know I'd love to have an extra $1200 in my bank account!

Good Luck!

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* Enter the sweepstakes
* Official rules of the sweepstakes

There has been quite a lot of chatter about bloggers' roles in product reviews - apparently some have been sued by manufacturers based on the words they posted - scary! Plus there has been some talk about how "valid" or "honest" the reviews are if they are essentially advertisements or other types of paid product placements.

And so, behold a rather long entry in which I address some of these issues as they relate to me and this particular review blog. This isn't meant to be some grand piece of writing, but rather an entry to "have it all out there."

As a result of the backlash, many of us are issuing little disclaimers on our reviews, emphasizing that either we weren't paid for the review - or disclosing that we were. I've been doing this already, either writing that I received a product or service "free for review" or disclosing whether the review is via the Parent Bloggers Network, Mom Central, BlogHer, or other review program where the client has paid a fee to the organization that then finds reviewers for the product. On the flip side, I typically mention if the review is for a product that I purchased myself - and it impressed me enough to mention here.

Most of the reviews on this site are through one of the aforementioned organizations. I receive products from them, and then post my impressions of those products. In some cases I receive a small stipend ($10-$20) but in most cases my "reward" is the product itself. I am not obligated to post a positive review. But, it should be noted that these reviews are self-selecting: when the call goes out to review a certain product or service, I will not reply unless I already think this product will be a match for our family.

Believe me, I have turned down many products simply because I know I'm not the right person to review them.

Last Sunday was my son's end-of-year soccer party. I was the "team photographer" and had lovingly created Blurb books of each player. I really wanted to see the families' reactions to my books, as well as to enjoy a slide show of the team. Plus, I welcomed a chance to socialize instead of just scurrying away post-game to another commitment.

But Jill Asher told me that the Silicon Valley Moms Holiday Party - sponsored by Chevy - was a not-to-miss event. Fellow SV Moms told me it would be worth it to skip the soccer party.

And oh yes, it was worth it.

Now, I'd like to think I'm not a completely greedy person, but let's just say my calm approach to the event turned into a surprised excitement along with that ooooh, I wonder if I can get me some of that.

And there was a lot of that to be had:

It can be overwhelming and exciting to get so much free stuff.

BlogHer didn't used to be such a swaggy experience, but it has certainly morphed into a legitimate place for companies to distribute information about their products. In some cases, it is simply a brochure; in other cases, it can be something huge like a pair of slimming designer jeans, an expensive curling iron and flat-iron, or a Powermat. (All three of these were at the fabulous Getting Gorgeous event.)

I'm not going to debate the whole whore-i-ness that can accompany an experience like this other than to say that I started out as a blogger first, and a reviewer second. I decline "swag" that I know will not fit me or my audience, unless it is something that I know will benefit someone else, such as diapers (I received one this year from PlaySkool) or infant clothing (I received a sleep sack from the Mom Central suite.) I have a favorite family shelter who will happily pass on such items, including the formula I received from Similac a few weeks ago, to families who need them.

It is unrealistic that I can review all the products that I received from this year's event. Just as in years past, the effects from "swag" tend ripple rather than gush. While I might not immediately mention a product here, I may several months down the line. Plus, my purchasing habits may change based on the products I see, or the brands with which I interact. Finally, people in real life learn and see about the things that I use on a regular basis.

Some time ago I was running a giveaway here. I posted it on Prizey, and while I was over there, figured I'd check out the other giveaways going on. One in particular caught my eye - for some bars from Core Foods. As a super-busy person who is always in my van chauffeuring someone to something, or at my computer with deadlines that don't involve the oven timer, I was attracted to the idea of 100% organic, raw, whole food to-go. Often convenience bars are filled with bleech, but these sounded good. And so I entered to win a case. Why not? I figured.

Well, I didn't win. But, Core Foods emailed me promoting a deal from this company called blissmo. For a deep discount I could get a sample set of all the Core Food bars, plus a voucher for an entire case of my favorite flavor.