Sears Outlet is working in partnership with MommyPR.com to find brand ambassadors. This is the first time we’ve seen a company ask for applications – typically programs are announced after privately selecting the women who will be part of the campaign. The bloggers will receive free products and large kitchen appliances to review, however, there are quite a few expectations for those selected.
They’ll have to sign a one year legal contract provided by Sears Outlet and the duties will include:
- Post at least once a month (400+ words) about Sears Outlet stores through a review and/or giveaway. These posts must include photos and/or videos. A flip cam will be provided.
- Promote Sears Outlet stores and blog posts through Twitter + Facebook
- Place a Sears Outlet Power Mom badge in the blog’s advertising sidebar.
- Agree to not share any names + email addresses of employees that are working on the project
- Contact MommyPR or Sears Outlet with any negative feedback to see if the issue can be solved before publishing it
- Abide by FTC guidelines
- Participate and promote in Twitter parties (optional)
- Place a Sears Outlet affiliate button in the blog’s advertising sidebar (optional)
Pretty much anyone with a blog is encouraged to apply (except for Wal-Mart Moms + Frigidaire Test Drive Moms). We reached out to Angela Roy of MommyPR who is heading the hunt for the brand ambassadors and asked if she thought it might be asking a lot of these bloggers for product-only forms of compensation when they’re doing so much. She said:
“We have had several several people who applied telling us how much they love Sears Outlet and would do anything we needed to show it. One blogger said she would put a sign in her front yard. This should show that these are not far-fetched things we’re asking for. Most bloggers do these things every time they make a post about a company.
We are simply saying that it may be mandatory once a month. As far as no compensation other than product, this isn’t a bag of chips, or a coffee pot we are talking about. These are large appliances. We are offering washers, dryers, dishwashers, refrigerators. Things people need and that are hard to afford these days.”
This goes to show that it can be challenging for bloggers who are looking for monetary compensation because so many others aren’t.
While the application form is long (5 pages), Angela says the extensive questions regarding site traffic only account for half of what they’re looking for – they want enthusiasts who will happily talk up Sears Outlet stores all year long.
She says letting anyone apply helps to open up the process because “Everyone wants a piece of the pie. They want to be ‘in’. This gives them that chance.”
UPDATE: The 11 bloggers have been announced
Keynote Panel: Top Mom Bloggers Talk About Brand Partnerships
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I think it is great that they are opening up the applications to all bloggers. Hopefully a bunch of bloggers who haven’t had such opportunities in the past will get to this time!
Thank you so much for the interview!
I think its a Great thing they are asking all bloggers to submit and application. The Silent Selection Seems a Little unfair to me.This helps bloggers that arent that well known to get their foot into something that would probably take years. Thanks MOMMYPR!
blech
LOL only if your a current Wal-Mart mom
We want you we do! LOL
double blech
Yes there is a PDF in the post for bloggers to see if they are close to one. It needs to be within driving distance of course
I will go make sure its clarified though. Ty both for the comments!
Not being snarky @ you, but I really thought common sense would play a role in comparing yourself with a local store. What sense would it make to be 600 miles from the nearest store?
It’s like one of those situations where you KNOW some dip tried to blow dry their hair IN the shower, hence we get stupid warnings.
I don’t stoop to snarky replies..it’s not my thang.
This sounds like a great opportunity. For me, when filling the form out it sounds like you need to have a local Sears Outlet. That narrows it down a bit to only larger cities.
Thanks for th feedback Jessica, i went and made sure it was boldly posted on the page lol.
I am officially NOT a mom blogger. Distance, I want distance from this mess.
Yet it’s interesting that you’re often right in the middle of it.
Sears should keep in mind the old adage:
You get what you pay for.
Have to be honest…..very disappointing that this isn’t available for Moms in ALL states….It would be one thing to not have one local, but not any in the entire state at all is truly upsetting.
Also, though, I am not even truly interested in this opportunity, but it should be more open if that’s really the intention.
Y’all, I went through the form and took a few screenshots.
http://jessicagottlieb.posterous.com/mommy-pr-wants-no-negative-reviews-for-sears
No negative reviews? The Frigidaire Moms were pretty awful (I have a Frigidaire so I know their appliances suck), but this is WalMart redux, EXCEPT that Mommy PR appears to be a group of review bloggers (and everyone knows how much I love review bloggers) as opposed to a real PR firm.
I’m mortified on everyone’s behalf.
Any suggestions, Jessica, as to how us “little” people can connect with REAL PR firms?? Real question….
Even though I’ve been critical of this group in the past, I’d say to start here: http://womma.org/main/
In reality, I think that mom blogging is in the implosion process, and that PR will leave it alone shortly.
Thanks Jessica!
Actually, I was a Frigidaire mom and really loved my new appliances. Just because you dislike yours doesn’t mean everyone has to share in your opinion.
I think this is awesome! People are never just given a job in any other profession just because. So I’m all for an application process. It does open it up to those who are truly interested in working with the brand.
As for the exclusions for others, you wouldn’t hire someone who worked for a competitor to provide consulting for your company. There is sure to be overlap of proprietary trade information in some forms so that makes complete sense.
The down side is that it is limited since not all states can apply. I’m sure another opportunity like this will become available for those who missed out on this one. Or better yet, someone can create an opportunity themselves!
Perhaps the Frigidaire Moms didn’t cover the entire situation?
It’s common sense to work with a brand that you can’t exactly slam a given situation.
Maybe, just maybe brands, and customer service will open their eyes that blogs are here
to stay – Mommy Blogs included. I don’t really consider myself a Mom Blog, but I get
the name, so no harm done.
Jessica Gogglieb it’s interesting you say you want no part of Mom Blog drama, yet any time
I see drama – you’re there.
@ Cathy Let’s Be Green
Reach out, build a relationship you’re only as small as you make yourself.
I think it’s a crock to slam yet another Mom and/or blog combined or not then scream drama.
I signed up, and I do not regret it.
So uninspiring. Company’s deciding to go the “Brand Ambassador” end up looking like they have a local TV spot for Bob’s Appliance store when they work with paid reviewers–whereas they could work with a different type of blogger to still have commercials for their brand, yes, but Superbowl commercial-level engagement. It’s like traveling back in time to watch Queen for a Day. We can do so much better.
I think this is great. By putting together an application you are going to have a chance to discover bloggers you might not otherwise of known about. So many times in the past you have seen companies flock to the same people over and over again. I applaud Sears Outlet for opening up the process to application and giving true brand enthusiasts a chance to connect with them.
To me, this looks like a marketing tactic to get people to accept products in exchange for free advertising, and to build brand loyalty. Why pay someone to do your marketing when you can get a mom blogger to do it for nothing and just give her a dishwasher that probably cost them next to nothing? They will do *anything*? This sounds like they are preying on people who are having a difficult time in this economy, which bothers me.
I am not for sale. Neither is my blog.
Ugh – I was hoping for a better deal from Sears on this…More taking advantage of bloggers…;)
Um this is advertising. Don’t fool yourself it’s anything other than Sears buying your credibility. Which of course will end up with you having next to no social capital at the end of it. No negative reviews? They want to ‘check’ your review before you post it? Advertising. That’s not ‘working with’ you, it’s buying you.
That said, they are perfectly right in saying lots of people want to be bought, and I don’t blame them at all for making the most of that opportunity. It’s business.
I would like to apply to be a brand ambassador.