A marketing experiment with a little risk

By Steve Outing

We’re trying something new on YourMTB.com: It’s this contest promotion done in conjunction with Spenco Cycling. The idea is that Spenco and YourMTB.com are giving away 10 pairs of the company’s new mountain biking gloves to registered users of YourMTB.com. To get the gloves, our users have to be among the first 10 people to post a note about why they need or deserve them, and they must agree to post a product review of the gloves on YourMTB.com after they’ve had some time to use them.

I think it’s great that Spenco was willing to give this a try. (We came up with the idea and pitched it to them.) They’ll get 10 honest reviews of their product. So there’s some risk that they could get a bad review. And if one of the glove recipients posts a negative review, Spenco has agreed not to ask us to take it down.

I really like this form of marketing. A handful of bikers are happy about getting a free product; the company gets some testimonials that it can use. We’ll see how this turns out, but I suspect the risk of a bad experience for Spenco is small. If a company has a good product and has faith in it, then it should be safe to seek consumer reviews. If your product sucks, well, then don’t try this.

This is an experiment, but I’d like to do more of these. We’ll see how it goes!

Author: Steve Outing Steve Outing is a Boulder, Colorado-based media futurist, digital-news innovator, consultant, journalist, and educator. ... Need assistance with media-company future strategy? Get in touch with Steve!