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January 2, 2007
Two Years After Launching Brand Blogs, Vespa Forgets Them
Nearly two years ago, Vespa parent Piaggo USA and its PR firm CooperKatz began recruiting writers for two blogs singing the praises of its scooters. One was conceived as an "urban lifestyle" blog, the other was about "life's journey."
Today, both sites have been abandoned. The last of their remaining writers, Crystal Waters of Vespaway, walked away from the project in November. Her final post offers a simple apology to the community, along with an explanation that the company failed to respond to several of her queries about the site's future.
The amazing thing here is Waters' clear concern for her audience, a concern Vespa, which initiated the project, apparently doesn't share. Meanwhile, the company is still promoting the blogs on its site. Yikes.
Posted by Zachary Rodgers at January 2, 2007 3:48 PM
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Comments
Vespa seems to have abandoned more than just its blogs. Several months ago, under the very fleeting notion that owning a Vespa might be a fun and practical idea (until learning more about NYC scooter parking regulations), I did a little online homework and signed up for more info from Vespa's site.
It took close to three months for an envelope from Vespa to arrive -- long after that particular fancy had passed.
Vespa obviously is lacking in on/offline integration. To engage and convert online consumers, you gotta strike while the iron is hot. And for a product with a relatively long conversion cycle, you need to mail those cycle brochures off to consumers, stat! (A PDF download or online versions of those brochure wouldn't hurt, either).
Posted by: Rebecca ![[TypeKey Profile Page]](http://blog.clickz.com/nav-commenters.gif)
at January 2, 2007 4:02 PM
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