The holiday season is upon us and something that I see as a huge opportunity for brands and retailers is to prepare a blogger’s kit. This can be a digital file or a real touch-feel real life package.
This is what I would suggest if you have a brand or a retail store.
If you aren’t in touch with your blogger group then I suggest you do that first. By that, I mean that you should find bloggers that you can network with.
Chances are you can jump into an existing group before you try to create your own. To find groups, look in Twitter, Bloglovin, Triberr, or other blogs. Some of your favorite blogs may have blog badges on the side.
Blog badges often indicate that the blog is part of a larger network.
So what is a blogger’s kit?
The way to create a blogger’s kit is like creating a lot like creating press package. In fact, I would even go as far as saying that a blogger’s kit is today’s press package.
One thing that bloggers love is having great information to blog about. So give it to them!
If you’re going to create a digital blogger kit, then include these kind of files and information as you see fit.
- History of the company or brand.
- Bios for each member of the team/company.
- Photos of the office or facilities if any
- Photos of the spokespersons
- Product photos, studio and in-use.
- Videos if possible
Documents should be in PDF format and should be print ready. So imagine that they’re going to be printed and distributed (even if you never intend to). This means that you should include all contact information that you would normally have on a brochure or letterhead.
Photos and videos should be of the highest resolution and quality possible, and without any watermarks. Make sure that you release the rights to the photos and invite people to use them. If you have a creative team, then you could go a step further and create social network specific images.
Put all the files into a zip file and make it easy to download. Don’t put any barriers to get it, don’t hide it, just let people find it easily.
About physical blogger kit
A physical blogger’s kit is a lot like a press kit. Make sure you include all the relevant information for bloggers to complete a writeup. Don’t forget to include a six or twelve month calendar of notable events.
I thought I would highlight some of the benefits of a physical blogger’s kit.
- Include the actual product. Let the bloggers have samples that allow them to truly sample the product as a customer would with one or two purchases. They’ll need that. I promise.
- Some bloggers may request additional products for giveaways or more promotions. Retailers NOTICE… Never say no to these requests. If your product is really expensive or margins are very small then try to work something out, but don’t turn this down right away.
- Branding items. T-shirts, stickers, mugs, gizmos, widgets and gadgets. Be careful to stay away from cheesy or useless crap, but if you can find a relevant widget for your target a audience and you can brand it then do it! I have a dozen or more little things around my desk with different brand names.
- Have you ever noticed the bottom of the description on my youtube videos? The T-shirt sponsors, for just a buck or two, they have infiltrated my home. Think about that one for a while. Even further, some of those T-shirts make it into the videos and then the brand is shown to as many people as watch the videos.
- A physical kit gives bloggers so many angles to cover your story yet maintain your branding. You can mail them the package and they may do unboxing videos. Imagine if you send 100 packages out and five or six youtube bloggers do unboxing videos. That would be a huge opportunity for you to add T-shirts, samples of your products and all thats stuff.
- Keep in mind, the stuff you’re giving the blogger isn’t just for them to enjoy. It’s for them to show their audience and that audience can be anywhere from 500 to 500,000 people each month. Don’t tell me your $80.00 “gift” is too expensive.
Can you pause for a moment and think of the ROI on giving bloggers some sort of apparel that they’ll use? Think outside the box too. Hats, sweatshirts, iPhone/iPad cases.
You could even customize some things for bigger bloggers. A custom branded tshirt with their logo and your slogan? or a framed picture of them at your event.
Besides advertising, anything you can do to get on a blog with your target audience or a relevant audience is worth it in my opinion. I have worked with clients that have put together blogger’s kits worth $200 to $350 even one that cost almost three thousand dollars!
Every time I have seen this done the ROI has been he best compared to other marketing campaigns with similar budgets and target goals.
This topic came up recently at one of my Dot Com Lifestyle meetups so I thought I’d answer it in here. It is one of my favorite topics because so few companies do it right. This leaves the field pretty much open for anyone that does a decent job at creating one of these press packages or as I call them blogger’s kit.