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January 23, 2015

The Beauty of Working With Bloggers

1.23 Britt

(Photo credit: Viktor Hanacek via picjumbo)

While we’re still a few months out from warmer weather, things are already heating up at Delucchi Plus. Over the next few months we’re traveling more than 13,000 miles to produce 14 unique events in five different markets including; a trade show in Long Beach, California, a product launch in Atlanta, and even a runway show for New York Fashion Week. As one can imagine, the planning and production takes some serious organization on our end, but the real heroes of event season are our partners and trusted allies: the bloggers.

Whether you’re looking to launch a new product, host an event or dip your toe into new market, bloggers are your best bet and will quickly become some of your best friends in the industry. They act as your eyes and ears and can lay the foundation for recruiting and mobilizing brand fans. Take notes from the folks at Target, who successfully tapped into some of Pinterest’s most popular “pinners” for design collaborations last year. Bloggers and digital influencers can make for perfect brand partners with a built-in community and social reach, and serving as great litmus tests for national stories. So if your “pie in the sky” placement is on the TODAY Show, try starting the conversation with the local movers and shakers in your immediate market. Believe it or not, some of our biggest and baddest media coverage began with a simple conversation with few key influencers right here in D.C.

Looking to work with an online influencer? Consider the following:

  1. Beats: Like reporters, bloggers are niched in their areas of interest and writing style. Does your pitch align with what their readers want?
  2. Sponsored Content: Take a hard look at their current partnerships and paid content. Does your brand align with what they’ve previously promoted?
  3. Following (Fans, Followers and Visitors): How many can they mobilize on your brand’s behalf? More importantly, who can they mobilize? Remember, prioritize quality over quantity.
  4. Cost: “Pay to play” is becoming more popular in this space. Feel free to negotiate with your partners, and keep in mind, you’re not only paying for reach but somebody else’s time to produce original content.
  5. Authenticity: Great partners are real with their readership and provide value to their followings. Focus on building authentic long-term relationships for true brand ambassadors.