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.

Looking at the current market situation of Essboard prior to Essboard’s blog contents project course, Chinese imitations were selling illegally at the open market for a price of about 10% and a few domestic firms have found a way to get around the patent on the Essboard, producing similar products to circulate the market.

Essboard, just like established Korean manufacturers, was in an exclusive position at the primary stage of the market. But as many fakes entered the online market, Essboard felt the necessity of online marketing which brought about the introduction of blog marketing. Essboard blogs were set up on 5 different portals including naver, yahoo, empas, daum and paran; and contents of similar nature are posted on each blogs.

Essboard Naver blog categories.

Essboard = anxious to run
Essboard gift
Essboard street interview - Bundang Center Park
Riding Essboard on weekends
Riding Essboard on weekends
Essboard and Shaolin Temple
Essboard and Shaolin Temple
Let’s start… together with Essboard
Essboard and the unidentified Shaolin Monk
Essboaerd contest (Example on United States patents)

Choosing Sun-blocks when riding Essboard
Beauty of curves, representing Korea - Essboard
The great things in common : Essboard and Soccer
Essboard contest in Korea
Essboard’s Technical movie-clip Collection
Essboard’s boyish version
Essboard’s Technical movie-clip
Essboard puzzle
Essboard’s boyish version - sakiroo
Essboard philosophy and the article on Inno design

[Must read] Beware when purchasing Essboard from G-market
What do you eat after Essboard riding?
Essboard - Netherland Story 2
Essboard - Netherland Sketch
Essboard’s disembark on England
Essboard - compulsive purchasing charm
Essboard - Sakiroo’s Europe tour journal
Essboard - 1st workshop
Essboard Manual
Essboard’s living legend

Essboard design contest materials (patent materials)
Essboard’s boyish version - birth of mask
2007 Essboard design contest Korea
Essboard movie clip - Team Demon, United States
Capoeira Subway performance - exciting scene
Essboard extreme sport
Yuna Kim, the moment of blossom
Essboard fake torture project
Essboard appears on “My-nyo-yoo-hee” (TV Drama)
“My-nyo-yoo-hee” Preview - Essboard appearance

How to change Essboard’s deck covers
Stylish Essboard - S/S Collection
Essboard goes to Beijing Korean International School
After donating Essboard to Beijing Korean International School
Exclusive: Essboard Club’s workshop schedule secured
Essboard’s first gift, must have confidence
Essboard with music
Beijing International School Donation Promotion - participated by Lotte Giants
Essboard’s canary Spring colors
Making Essboard with chocolate

Essboard true self - Slalum
Home visit helper - Essboard project
Close to explosion - Thursday Night
Evra, assisting Jisung Park’s 2nd goal, repaying a gift of a Korean fan
Magic by Mike & Mouth - Beat box Essboard
2007 Korean Skateboard review - Baikiki 2
2007 Korean Skateboard review - Baikiki 1
The art of ’stopping’, neither insufficient, nor excedding
Imagination satisfaction - Essboard

Sending Essboard to Louis Saha
Sending Essboard to Edwin van der Sar
Mysterious tao’s new song: Mother
Sending Essboard to Gary Neville
Sending Essboard to Wayne Rooney
Sending Essboard to Patrice Evra
Sending Essboard to Jisung Park
Essboard boyish version countdown!

Essboard’s January Effect
Regarding Seihaku’s Essboard blog
2006 Korean Skateboard review - Trike 2
2006 Korean Skateboard review - Trike 1
Underkorea, now a Essboard family
Beijing International School Donation goods
Essboard’s Rhythm and tempo

Letter sent by the pricipal of Snail School
Gung (palace) S - Essboard
Red Passion 2007 - Essboard
Essboard and Seihaku
Switch - Essboard of the world
Essboard demofilmpje - Essboard of the world
Most beautiful action in the whole world
Essboard mind - smart winter exercise

Gung (palace) S and Essboard story
First day getting on the Essboard
Happy new year - seihaku
Generation consensus - Essboard
About sekhaku’s 2006 review - Essboard
Essboard Accessory backpack
Sakiru, now a Essboard family
2006 Korean Skateboard review - Permgo 2
2006 Korean Skateboard review - Permgo 1
Shall we ride? Shaking on one foot

2006 Korean Skateboard review
About Seihaku’s Skateboard review
Essboard donation to Snail Alternative Culture School
The mindset of ’separate and together’ - Essboard Torsion Bar
Essboard on Christmas!
Eventually, people are the hope and future - Essboard
Essboard Team Demon movie clip
Another start - finding balance!
Attention - Essboarding
Skateboard Beta test promotion - Essboard

Essboard Style
The best gift to children - Essboard
Essboard Personal Interview - Jungsun Hwang
Essboard’s value standard
Essboard brand standard
Essboard’s orange temptation
Essboard girl
Essboard - friend of up-hill
Essboard - shout out to students before exams
Wheel story - Essboard

Cruising on Essboard
Essboard divine descent - a man upholding earth
X-game and Essboard
To Hip hop musicians - Essboard Hip Hop Culture Project
Essboard Story 01
Essboard trend project
Essboard - the power of “yes”
The advantages of Essboard - what I think
Essboard - Hip hop fashion know-how

Regarding Essboard personal interviews
Essboard and Kaori
Seihaku’s Essboard Story
(as of 2007/06/19, 141 contents developed and posted)

Let us talk about the blog marketing of Essboard, the leading manufacturer of Korean Wheel sports industry.

Everyone in the multilevel marketing knows that is the easiest way to make money in the Internet is by gathering people. Portals, especially make enormous advertising profits by collecting individual blogger contents, yet we all know there are no feed-backs or incentives to all contents creators. As long as blogs stay at the personal level, and blog contents take the mere role of sharing knowledge, all authorities root from the mass-communication.

Today, such behavior of portals are quite similar to authorities shown by the mass-communication and this trait will continue. Let’s find out about how most bloggers, who raise the value of portals, should think to open the age of Web 2.0. Many bloggers of today thirst for blog knowledge, almost to a fanatic level, searching for a contents law that can elevate the value of their blog.

This social phenomenon seems somewhat obvious but such approach cannot resolve the root of the problem. Let’s be honest. What bloggers focus on, is it the number of clicks? or quality contents? In this aspect, you can easily see that most bloggers focus on simple clicks. If the clicks are that significant, why don’t the corporates ask you do their blog marketing when your click figures are quite imposing?

Here we can see that the viewpoints of a pure blogger differs from that of the corporate marketing department. From your viewpoint, you’d dream of being scouted, having so much influence and knowledge about blogs. But from the corporate viewpoint, blogs aren’t so productive and is merely a personal identity yet to materialize. No matter how hard you try to scrap great articles, losing countless nights of sleep, it just won’t satisfy the needs of a corporate.

Eventually, you would try your best to win google’s favor by using more ads in your blog to make money based on clicks, but in the end realize that it falls much short of the efforts you put in to create contents and maintain them. Consequently, you will try harder to use more ads and lose all hope in that fact that there is no other way to generate an added value.

If the approach, in this aspect, is an ad, your existence and your contents are unconsciously forced to take the role of an instrument that elevates the ad effectiveness. Eventually, you will become a barker of google or portal sites such as naver, restricted in a pit without freedom nor added value.

Eventually there is only one solution.
The your created contents must provide wisdom, not knowledge. Contents that others can take but cannot utilize 100% of due to its value, they’d feel your need. In other word, a level of contents that only you can create where others cannot even mimic. You should not just create any contents what you want, but be smart in providing what the corporates need and want to scratch their itchy spot with intensity that is just right.

There are countless bloggers who stand at the guideline of ‘that is enough’ according to your standards. And many more who will provide your level of contents to the firms for free.

You must decide now. Will you at this point, be a pimp blogger with a adequate amateur mind, or be one of the best pro-blog marketer?