The New York chapter of the Public Relations Society of America recently hosted an event aimed to glean insights directly from Mom Bloggers – a group that any marketer knows wields great influence. Through our attendance, we were able to note which current partnership/pitching strategies work – and which need some serious tweaking.
· The term “mommy” blogger can be a limiting. Many mom bloggers cover topics beyond parenting and don’t want to be grouped into one category. The word “mommy” also implies a lack of seriousness, which the speakers lead to being taken less seriously.
· Take the time to read their blog and learn what they cover. Perhaps seems like a simple add-on, but nothing beats knowledge.
· Develop relationships. Chat with moms on Twitter and elsewhere so a business relationship develops naturally.
· Offer “first reviews” of products to bloggers, similarly how we offer exclusives to top media. Bloggers, as part of media, don’t want to cover stories already getting traction elsewhere.
· Understand a blog’s true reach. It’s not solely a numbers game, but also about a blog’s overall influence.
· Consider events and partnerships that think outside the box and can offer the blogger an incentive for working with a brand. For instance, is the blogger hosting a Halloween invent for blog followers that the brand can offer to sponsor?
· The line between paid media and earned media is blurring, as bloggers don’t get paid by a parent source for their work. Think of proper (FDC and otherwise) to compensate bloggers for their work and time that’s not pay-for-play.