Events are an increasingly popular way for brands to connect with bloggers. But with this increase in opportunities so comes the possibility of blogger burnout. So what can you do to make your event stand out from the rest and leave a lasting impression?
Know your bloggers.
It is crucial to match your brand as naturally as possible with bloggers who are writing for and engaging with your target demographic.
Remember also that less can be more. A smaller gathering can encourage open discussion and generate a buzz more effectively than a large group who aren’t engaging with your product or service, or are unable to really focus on your key message due to white noise.
If you are catering for children make sure to check beforehand for any special requirements, and be prepared to be flexible if things don’t pan out exactly as expected. If your product is aimed at school aged children schedule your event for a time that they will be able to attend as well. Seeing children interacting with your product is far more powerful than hearing about it.
Make clear at the outset what you hope to achieve with your event. Are you expecting live tweeting? If so make sure bloggers are aware of your hashtag well in advance, many will use it in the time prior as well.
If your group is expected to interact via social media during the event try to provide wifi access if at all possible.
Give your group something to blog about! Coffee and a chat is lovely, but hardly blogworthy under most circumstances. Remember that if your expectation is blog posts about your event you need to think about what’s in it for the blogger and their readers. Prepare a product for them to take home and be willing to offer giveaways for readers as well.
Make it accessible.
Bloggers are not journalists. Their time is not compensated and in many instances attending your event will create expenses such as travel, parking and tolls.
Host your event somewhere accessible by both public and private transport. Think about parking options and the travel time involved when scheduling your event. Take into account factors such as school runs and peak hour traffic issues, as well as giving as much notice as possible so babysitting can be organized when needed.
You want bloggers walking out of your event feeling inspired and motivated, not begrudging the costs of their attendance.
The Goodie Bag.
A great goodie bag will remind the blogger what they loved about your event and why they want to work with your brand. Talking up the dollar value of a swag is totally unnecessary and can imply that you feel the blogger is out for what they can get. Aside from that dollar value means nothing if the items don’t hold actual value to the recipient.
Make sure your goodie bag directly relates to the products you have promoted through your event. A brochure generally isn’t going to inspire action, but a well thought out personalised item will. Make your goodie bag a call to action for the blogger by inspiring conversation and activity through its contents.
If both your business and the bloggers walk out of an event feeling great about it and each other, you’ve achieved a fantastic outcome. Enjoy yourself!
What makes an event memorable for you?