Seihaku’s Blogmarketing Bible

The actual buryers of Essboard are the parents of elementary school children although the children uses it. Many variety of strategic keywords have been developed in this aspect of psychology, where the children wants to look more mature like high school students. In such keyword strategy, if we can call the process of developing various keyword and contents to customers and non-customers, a two-dimensional strategy. Such keyword strategy aimed towards non-customers are very critical and absolutely required for marketing as well.

First by choosing a keyword that an elementary children are interested in, then create a new story by converging the keyword with the product so that variety of interesting ways are used to keep them entertained. Contents that emphasized the brand as the original, by differentiating image and quality, were used initially to existing customers; and words such as fake, imitation and even death sentence, were used as applicable keywords.

In order to provide information to customers who are interested in other wheel sports equipment other than Essboard, 2006~2007 Korea Skateboard review was promoted. The important thing here is that many customer’s interest and click was drawn from the PR that included the competing products. And furthermore, this brought about an opportunity to have a new recognition on the Essboard.

Review contents were promoted with an intention of a win-win situation for this industry. If a zero sum game with a specific product is the aim, benchmark strategy is ideal. Also, a free donation corporate image marketing was promoted, in an educational aspect, to the domestic alternative culture schools and Korean schools located in Beijing, due to the influence of an executive interested in education. Promotion called Essboard Hip Hop Culture Project were also promoted for the susceptible teenagers.

Most notable event was when we gave Essboard to Jisung Park and other Manchester United’s players as a fan. Promotional contents about PPL products from TV, dramas; pictures and story on foreign Essboard manias; and UCCs were posted to draw customer interests. Korean Essboard Design Contests were also held as a design development project in conjunction with a network by Design Colleges and their students.

An interesting thing to note here is that as many as 141 various contents are continuously promoted as a promotion or events, but it is most critical to expose a combination of various keyword at a perfect timing, through their blogs. (Shaolin Temple, UV Blocks, Soccer, InnoDesign, G-Market Purchase warning, impulsive buying, capoeira, Yuna Kim, MaNyerYooHee, MUST HAVE, Chocolate, Penance Helper, Beat-box, Hip Hop, Air force one, January Effect, Palace S, Generation Consensus, Examinees, X-Game, etc.) In other words, contents that react to the keywords of customer interest, are posted at the same time.

You can see that core keywords, Essboard, and other diverse surrounding keywords are blended to form a content mixture through various approach methods. The fact that Essboard blog contents were able to reach the customer in a variety of ways, in less than a year, shows that it created a structure of trust and connection, different from advertising.

If you search the keyword Essboard on naver now, you can see that Seihaku’s Essboard story comes up as a top result. As mentioned above, you need to understand that blog marketing isn’t just posting articles on the blog, but creating various, complex contents in which the corporate operation extends to all areas, including marketing, promotion, development and advertising.

In blog marketing, more you know, more you become friends with customers.