This week we’ve been discussing the topic of blogger relations. Today, I would like to take that topic a little bit farther and broach the subject of using blogger engagement events as part of a larger outreach campaign.
As with any “event” there are many things to consider in the planning stages.
THEME & VENUE
The theme and venue have to be appropriate to the brand or company that you are working on behalf of. Take in to consideration your desired outcome when considering these options.
BRAND THE EVENT
It is very important to subtly remind the bloggers why they are there. Incorporate your product/brand into as many elements as you can. Make a statement with creative arrangements and elements at the event.
BLOGGER OUTREACH
Target your bloggers to your outcome. Are they appropriate? Will they be enthusiastic? Do align with your brand’s philosophy? Allow ample time for them to work the event into their schedule. Communicate with them multiple times prior to the event to ensure their attendance.
PLAN YOUR PROGRAM
Prepare and plan your program, again keeping in mind your optimum outcome. Some events naturally lend themselves to a more formal approach, others are more organic and fluid.
SOME OTHER TIPS:
Make sure that you set the event up for social media success. Set up a hashtag for Twitter and enlighten the guests beforehand.
Connect the bloggers during and after the event. They will appreciate the gesture.
Give them a takeaway. Goody bag, press kit or the like.
ONE FINAL THOUGHT… Go the extra mile. Make it special! Remember, most bloggers do not get paid to blog. They are taking their valuable time to attend your function. Appreciate them and they will become ambassadors for your cause.
A personal note, I (Jen) was invited to attend a blogger engagement function in Baltimore, MD last night by Aquafina Flavor Splash and Mom Central. View the Whrrl story here:
Good post. It’s a small thing, but paying for parking or validating a ticket is a huge plus for a blogger who has no choice but to park in a pay parking lot. Ditto for a PR company setting up child care for a during the day event, so that moms of little ones can attend.