BELIEVE IN THE BLOG: COURTING SHOPPERS ONLINE

KAREN RAUGUST

CONSUMERS OF NATURAL PRODUCTS were among the earliest adopters of the Internet as a tool to search for information, products and retail sources. For this group of core consumers, the days of catalog mail order or doing it yourself were over — networking capabilities were vastly improved, retail outlets were more readily found, and there was now the ability to share experiences and locate information almost in an instant.

Since then, blogs have emerged as an integral means of communication, and the business side of the whole health industry is looking at the potential of these online diaries as a potential marketing engine that parallels conventional advertising and promotion programs.

Annie's, a prepared foods company, has found its online blog serving several purposes.

“It was a way to create more of a community, and encourage more discussion on topics the brand is passionate about and our customers are passionate about,” said Sarah Bird, vice president of marketing. “It's not about driving sales per se. It's more about communicating with our consumers' hearts and souls.”

Companies are interested in the idea of corporate blogs, because the public at large is also learning to embrace the journals. In its March 2007 “Blog Readership Report,” sponsored by Ad Age, Vizu Answers found that 16.7% of respondents regularly read five to 10 blogs and another 16.7% regularly read more than 10. Only 11% did not read any blogs regularly. And 68.3% of respondents said they visited their favorite blogs every day. The demographic characteristics of natural food consumers — high incomes and advanced educational levels — mirror those of the most active Web users.

While much of the conversation about natural foods occurs on independent, non-commercial blogs, corporate versions are starting to appear. Most originate with manufacturers, who tend to have a strong vision that lends itself to a blog. “It's mostly smaller companies or companies with a compelling thing to say,” said Sucharita Mulpuru, senior analyst at Forrester Research.

But retailers from Whole Foods to Fairway Market also have a presence, and Mulpuru points to Whole Foods Chief Executive Officer John Mackey's blog as an effective example. “He's unique in food retailing, in that he actually has a vision.”

“His blog makes the chain more personal — more than a corporate entity,” added Janet Eden-Harris, CEO of Umbria, which mines the blogosphere for marketing insights.

Many retailers have so far shied away from blogs out of fear, since it means having an open forum where customers can have a voice, according to Alexandra Sotereanos, senior consultant at McMillan Doolittle, which counsels retailers on interactive marketing. Studies have shown that for every 100 people who read a blog, 10 comment.

There is another way of looking at it, however. Since the blogosphere is full of unsubstantiated opinions about brands and corporations, many companies feel the best strategy is to have their own blog so they can react and respond.

“Our products are blogged all over the place, so this is a big issue for us,” said Wayne Perry, president and founder of Sicap Industries, marketer of Sinus Buster nasal sprays. “It's important for us to get our own message out there.”

A blog also is an opportunity to interact with customers, solicit opinions and answer questions. “It's a way to manage all the emails we get,” Perry said, estimating he receives 70 to 80 a day related to the blog. “Best of all, I like the feedback from people on new products and ideas.”

Blogs tend to be issue-oriented or anecdotal rather than overtly commercial, but some formats allow brief mentions of products. Bird reports that Annie's receives some of its most enthusiastic consumer feedback when it solicits ideas for new products or gives sneak peeks of upcoming introductions.

“That really engages our consumers,” she said.

Some companies use their blogs to create a community or spread their belief system, while others want to personalize their consumer relationships, solidify brand positioning, support marketing initiatives, generate awareness or boost sales.

“[A blog] has to have substance, and that usually means being provocative,” added Mulpuru. “Anything that makes it topical is important. But you don't want it so controversial that you hurt your company.”

Indeed, not all marketers are willing to divulge anything proprietary or risk inciting negative opinions. “You've got to be comfortable putting yourself out there for this to work,” explained Eden-Harris. “It's a funny confluence of being really public, but also really personal.”

Donna Lynes-Miller, president and founder of GourmetStation, an online retailer of upscale meals for two, says the primary objective for the GourmetStation blog was branding, followed by generating awareness — the blog has improved the company's rankings on the leading online search engines — and increasing sales. Anecdotal evidence suggests blog-related sales increases are no more than 5%, but, as Lynes-Miller points out, “that's 5% we wouldn't have had if we didn't have a blog.”

Each blog has its own voice — authoritative or casual, fictional or real — but all strive to keep the content interesting and in line with their objectives and vision. “You have to have some reason to talk,” said Christine Halvorson, chief blogger at dairy processor Stonyfield Farm.

About 20% of GourmetStation's blog content is promotional, including press releases and descriptions of relevant products. “It's really OK in the blogging world to make a press release into a post,” said Lynes-Miller.

Creating a community through blogging is important because of the way people search for health data these days. “One of the key trends over the last one to two years is that consumers are looking for natural foods information, but not from traditional sources” such as doctors, retailers or manufacturers, according to Laurie Demeritt, president of The Hartman Group, a consulting firm specializing in natural food. “Now they're looking to their social networks for information.”

Blog readership for most companies is fairly small, albeit growing. GourmetStation attracted 100,000 visitors to its blog in 2006 and expects that number to increase by 25% to 30% this year. At Annie's, 75% of the 20 most trafficked pages on its website are blog pages, and blog readers tend to remain on the site significantly longer than the average visitor. But sheer numbers, typically, are not the goal.

“We're talking to those most interested in us as a company and those who care the most about organic,” said Stonyfield Farm's Halvorson. “It gives what has been an extremely loyal customer base a glimpse into who we really are.”

The Blogosphere

Marketers launching blogs in the past few years include:

ANNIE'S: Written in the voice of the company's rabbit icon, “Bernie's Blog” focuses on the environment, sustainability and family. It sometimes features product news.

AMY'S KITCHEN: The founders' daughter and company namesake, Amy, writes about life at school, her dog and garden, and health and environmental issues.

FAIRWAY MARKET: This unique New York grocery's blog is by cheese expert and company executive Steve Jenkins, and contains humorous anecdotes, provocative opinions about food and descriptions of featured items.

GOURMETSTATION: President and founder Donna Lynes-Miller writes “Delicious Destinations” in the voice of the fictional T. Alexander, with contributions from guest correspondents. The focus is the cuisine and culture of regions that inspire the company's meals.

SICAP INDUSTRIES: Written by Wayne Perry, the company's president, the blog reveals research and health information about capsaicin. It sometimes includes reader-submitted content, such as recipes, and company news.

STONYFIELD FARM: “The Bovine Bugle” is the online diary of an organic dairy farmer. “The Baby Babble,” tied to the YoBaby brand, covers parenting issues.

WHOLE FOODS: Chief Executive Officer John Mackey's blog features issue-oriented essays, comments on corporate policies and, recently, an ongoing dialogue between Mackey and Michael Pollan, author of “The Omnivore's Dilemma.”