As someone who blogged last year about SwagHer, decrying Blogher ‘09’s excessive swag and pushy promotions, I feel compelled to report on the atmosphere at BlogHer ’10.
What a difference a year makes.
It’s to BlogHer’s credit that they actually practice what they preach – they listened to the community’s feedback and implemented changes that vastly improved the feel of the conference and resulted in some noticeably greener changes.
Was it perfect? No. But as I told those who complained to me, BlogHer is not a green conference.
Here are just some of the improvements at BlogHer ’10:
1. The water stations were clearly visible (much more so than last year), as were the water bottles. (Thanks, P&G).
I especially liked the bathroom rugs that the organizers placed under the water jugs to absorb the water overflow. I can’t tell you how many times I’ve had discussions with event organizers about how to handle the “drip” problem. Bathroom rugs? That’s a cheap, simple, green solution that anyone can implement. Now we just need P&G to figure out how to recycle those water filters, like Brita does — (thanks to the Take Back the Filter action campaign led by blogger Fake Plastic Fish!)
2. Sponsors were barred from accosting approaching conference attendees to ask, “Would you like my swag wonderful sample of ….?” “Can I interview you about how much you love my wonderful brand and how we will change the world?”
Of course, in the expo center, that kind of thing still went on at BlogHer ’10. But if you choose to step foot in the exhibit hall, you need to expect that the exhibitors will approach you and try to entice you with swag, giveaways, contests, etc. That’s the deal. If you don’t like it, don’t go to the exhibit hall.
3. A Swag recycling station (sponsored by P&G) was a big hit.
Even more swag could have been exchanged if it had stayed open a bit later (or if attendees had been warned that it would close up late Saturday afternoon).
4. I’m not sure if it was the conference lay-out or the way rooms were assigned, but there seemed to be far less of the “swag trick or treating” atmosphere that prevailed last year.
And as I’ve previously posted, I had a great time at BlogHer ’10. I’m looking forward to returning to next summer’s BlogHer ’11 in San Diego. But I hope to see some further “greening” of the conference.
What improvements would I like to see at BlogHer ‘11?
1. I had a hard time swallowing the “BlogHer Goes Green” slogan when there was no effort made to offset the carbon footprint of the conference. Many (most) conferences I attend offer carbon offsets, and it’s something BlogHer could easily explore and probably even find a sponsor to cover for the attendees. In fact, last year Michelin offset the travel for the attendees at the green session.
2. I’d like to see a diverse committee of BlogHer attendees offer a “swag vetting” service for BlogHer sponsors. (And yes, these women should be compensated for their time – not expected to volunteer). Through a swag vetting service, sponsors could get early feedback that a proposed giveaway would be a dud. Think of the time, money, and resources saved, as well as the improved blogger relations that would come from gifting a truly appreciated token rather than a spurned offering. Does the Salvation Army really need all those leftover Jimmy Dean alarm clocks? (But believe it or not, I brought mine home for my son to replace his broken Thomas alarm clock!)
3. On the same note, BlogHer should re-evaluate the all-conference giveaway bag. Frankly, that’s where most of the discarded waste bound for some hapless homeless people came from!
4. BlogHer sponsors could run more experiential programs with attendees rather than offer gifts. Some sponsors excelled at this, notably Liberty Mutual Insurance and their PR agency Ketchum, which offered a media training program for bloggers; Ecco Shoes, which pampered attendees with free pedicures; and P&G with their hair styling and make-overs.
But there’s still room for more creative experiential marketing programs with bloggers. How about a leisurely brunch for the late owls who could never make the 10 a.m. breakfast cut-off (including yours truly?) What about some fresh fruit or veggies at the Recharge Lounge? Or a goodbye brunch? How about keeping the dance floor pounding all night long? I didn’t want Sparklecorn’s dance floor to close at 11 p.m. – did you?
5. Sponsors would profit from exploring more sustainable gifts. There is an enormous variety of creative, upcycled, recycled and fair trade gifts which would be unique and appreciated by the conference attendees.
6. I’m hopeful that next year, with the conference in California, we’ll see organic food and local, sustainable wines for conference goers to enjoy.
7. BlogHer could encourage sponsors to offer women an option of swag or donations to a crowd-sourced social change project or pet cause.Imagine the real impact of BlogHer if we were able to opt out of swag and reallocate those dollars to The Afghan Women’s Project, Tutus for Tanner, The American Cancer Society or Breast Cancer Fund, Bloganthropy, or another cause dear to the BlogHer community? With 3500 attendees projected for Blogher ’11, and an estimated $100 per person spent on swag (my own arguably conservative WAG), we could take funds otherwise spent on “sponsor gifts” and donate $350,000 to causes that make a real difference to our community.
After all – wasn’t that the real message of the keynote? Did you not hear what Gloria Feldt and Marie Wilson said? Women have power. We have economic power. And our voices matter. So what are we doing with that power? Mr. Potato Head or a Crowd-Sourced Cause Donation? Think about it.
And for those who say it can’t be all or nothing, fine. How about letting attendees opt in or opt out of swag from specific brands? That way those bloggers who take samples for review purposes are happy, brands’ products continue to get exposed to new audiences, so they’re happy, and we should all be happy because perhaps we could get to a near-zero waste conference – where we’re not expending resources to ship leftover notebooks, plastic cups, alarm clocks, and paper – oh, the paper! – to the Salvation Army.
There was a lot of controversy about the Nestle sponsorship. It led to the boycotting of the conference by some speakers and attendees, and to silent action coordinated by PhDinParenting, who through her blogging, increased BlogHer community awareness of Nestle’s violations of the WHO’s International Code of Marketing of Breast-milk Substitutes. I proudly wore one of the #NoNestle stickers that Crunchy Domestic Goddess handed me.
But to hold BlogHer’s founders to that same standard is not realistic. BlogHer is not a private endeavor. It’s not a B-Corporation. On the contrary, BlogHer is a rare example of a successful venture-capital funded start-up led by a female management team still comprised of the original founders. Jory des Jardins, Elisa Camahort Page and Lisa Stone don’t air their business issues in public, but take it from me – someone who worked for venture backed tech start-ups for years – these gals must be under intense pressure to grow revenue and show profit. They can’t turn away the big bucks that a company like Nestle offers to the conference.
Instead, BlogHer took Nestle’s money and paid for incredible speakers and a wide range of progressive programming. But BlogHer’s not a green or progressive conference, per se. And that’s not all bad. Because while I admire my deep green blogging buddies, I don’t want to spend my time preaching to the choir. I want to move people along the spectrum from light green to a deeper shade of green – and that’s best done by mixing at a conference like BlogHer, which appeals to a very diverse group of women from across the spectrum of ideologies, income levels, religions, and races.
What did you think about BlogHer? Leave a comment and share!
Copyright OrganicMania 2010Filed under Blog, Marketing | Wordpress Comments (22) |
I’m the worst when it comes to posting press interviews. One would think I would have this down by now since it’s part of what I do for a living, but I always wind up feeling awkward about doing so (only when it comes to me, of course, not my clients!)
Anyway, after a month’s delay and with great apologies to Elisa Parker, producer and host of See Jane Do, here is a link to the interview posted about the online green activism practiced by the women at the Green Moms Carnival. Joining me in the interview is Green Moms Carnival Founding Member, author, environmental expert, and XRF-gun wielding lead-toy-tester Jennifer Taggert – also known as The Smart Mama – and Lisa Frack, online parent organizer at The Environmental Working Group. You can click here for a podcast of the interview which was broadcast on community radio station KVMR.
See Jane Do is the newest program program launched by nationally acclaimed community radio station KVMR, which documentary filmmaker Michael Moore calls “the best public radio station in America.” Thanks to a grant from the Corporation for Public Broadcasting, See Jane Do is being distributed to a national audience. Their focus is on ”capturing the stories of everyday women doing extraordinary things for the planet.” The producers have already gotten some fabulous interviews archived on line with fellow Green Moms Carnival Founding Member Diane MacEachern, author of The Big Green Purse; Chef Ann (transformed school lunches with Alice Waters), Joan Blades of MomsRising.org and MoveOn.org, Elisa Camahort Page of BlogHer and Anya Fernald, director of Slow Food Nation.
Copyright OrganicMania 2009Filed under Uncategorized | Wordpress Comment (0) |