Brand Partnerships: Before You Think Big, Think MediumKatie HammelSara Robles

@SaraRoblesEmpowers win-win campaigns with bloggers, writers and social media users for overall campaign/destination coverage. Managed more than 200 collaborations with bloggers for GowithOh, positioning new brand in the travel/accommodation market.

@KatieHammel Senior Travel Editor, Viator Manages Viator’s blog network, special content projects, and blogger ambassador program. Works with bloggers to produce content about Viator tours for use on the blogs and on Viator.com.

Who this session will benefit:

Bloggers who wants to increase their experience working on sponsorships/campaigns, or create bigger partnerships with well-known brands.

What we’ll tell you: How to make the leap from where you are now to where you want to be.

Types of collaboration with brands:● Product/service reviews● Copywriting, guest posts, etc● Content creation: stories, photos,

videos● Social media collaborations● Advertising● E-books● Online courses, video workshops● Affiliate programs● Newsletters● Brand ambassador programs

● Interviews● Contests● Events● Sponsorships● Offline actions● Consulting ● Special campaigns● SEO benefits ● Branding & image collaborations

Walk before you run!Things to consider before your first pitch:

● What are you personal goals from brand collaborations? ○ Travel comps? ○ Compensation? ○ Exposure? ○ Freelance work?

● What do you have to offer? What sets you apart from thousands of other bloggers?

● What types of collaborations are more suited to you, your blog, your goals, and the company you want to work with?

Choose your partners carefullyThings to consider before you pitch a partnership:

● Is this a brand you already know, love, use?● Does this brand already work with bloggers? Do

you fit into their current campaign? ● Does it fit your blog, your audience? Does it

seem authentic to you and the type of travel/interests you’ve built your blog on?

● Is this a brand that you could work into your regular blog content?

● Is there any conflict with brands you’ve previously aligned yourself with?

● How do you feel about this brand? Trust your 6th sense!

What do you have to offer? Be objective with your evaluation of yourself!

● Do you represent the customers the brand wants?

● It’s not about the biggest numbers (but numbers matter). What numbers can you offer?

● How much influence do you have? ● Are you an expert in a smaller niche (big fish,

small pond)? ● Do you have syndication opportunities on

bigger sites? ● Can you offer other content services (writing,

photo, video) or consulting?

What numbers matter? Monthly visitors and pageviews are only part of the story

● Views per post● Real likes and comments ● Social media engagement ● Readers and demographic (target) ● Successful referrals from past

campaigns ● Never fudge the numbers – you will

eventually get caught!

How to craft a pitch that gets noticed?

1. Explain with facts who you are & what can you offer

2. Be clear and concise about what you want in return

3. Start small and build a relationship. Avoid overpromising!

4. Be honest: assets, team, situations5. Be authentic to yourself, your blog6. Be open to negotiation

How to sell yourself

Example of a Good Pitch - Katie Hi <Name>,

<Short but detailed introduction> I'm a travel blogger who publishes <X blog> and I am interested in working with <company>. My blog receives <number> monthly visitors with an average of <number> views per post. I have <number and social media platform> followers (repeat for your top platforms among the most popular).

<Show what you can offer beyond the above numbers> ● <I have contributed to/my blog has been featured on/I syndicate content to/my photos have been featured on> <list other

sites or publications>. ● Though my blog is only a year old, it was ranked by <reputable, well-known site> as one of the best new travel blogs for

<my niche>. ● A recent campaign with <other company> generated more than <number> or referrals to that company’s website.

<Specific request and offer>. I’m traveling to <city> from <date range 3-4 weeks in future> and would love to do the <name of tour, with link>. <give reason why this tours is a great fit - you write about food and it’s a food tour, or you’d like to write about seeing a city through this particular angle>. Per the policy listed on your blog, in exchange for the tour and payment, I would contribute a post about the tour, with photos, to the Viator blog. I would also plan to cover the tour on my own blog and social media channels. <show that you have looked into how the brand collaborate with other bloggers>.

Relevant <blog/writing/photo/video> samples are linked below. Please let me know if you need any additional information.

Thank you, Complete name / Blog url / Social media links / All contact details

What works? 10 DO’s!1. Lots of lead time2. Explain who you are and what you offer 3. Include numbers/stats: a one-sheet or a media kit works!4. Other value you bring? Niche expertise5. Call to action: ask for something reasonable and specific6. Be sure that the company offers what you are asking for!7. Give examples of your work–sample blog posts, links8. Make it easy to work with you9. How you fit the brand/how the brand fits you

10. Show that you care and are familiar with the brand’s work

Things to Avoid in Your Pitch Dear editor,

I love your sight! I am the editor-in-chief of mytravelblog.com, an extremely popular blog, and I would love to work with you sometime! My blog has been ranked in the top 100 travel blogs by thatotherblogger.com and I know my readers would LOVE to learn more about your tours! ___I have a HUGE following - 10,000 monthly pageviews and 4,000 twitter followers!___I’ve been traveling full-time since 2011 so I can write about almost any destination and I’m always on the move so I’m sure we can find a place where I can review some tours. I’m going to France soon. Let me know if you need anything!__I’d love to write about the Super Deluxe Ultimate 7-Day VIP Exclusive Experience. Can we set this up for three days from now? I’m traveling with my “photographer” and four “assistants” (ages 3-9) so I’ll need tours comped for all five of us. ___In exchange for this two-hour tour I can guarantee seven blog posts and 15 social media mentions.

____Thanks, First name only, never says the name of the blog or attaches media kit or mentions stats

What doesn’t works? 10 Dont’s!1. Not explaining who you are/what you offer in return for ask 2. Vague, no call to action or details of your proposal 3. Not providing all information requested/not following

directions 4. Overselling, showing vague/fake numbers, suspicious facts 5. Demonstrating lack of research/familiarity with company

and its current campaigns 6. Asking for too much (or too late) the first time 7. Asking for something that seems out of character without

explanation8. Not providing examples of your work9. Typos, errors, and other signs of carelessness or

unprofessionalism 10. Promising unrealistic results

How to ensure a one-off partnership can grow into something more

● Over-deliver but stay true to yourself ● Show that you authentically value the relationship ● Be an unofficial brand ambassador - comment on

blog posts, forums or social media on related questions

● Make the collaborator’s life easier - deliver things on time and in the correct format, follow up, make yours the easier email to respond to, and you’ll get a faster response

● Ethics and professionalism

Be a blogger brands love to work with!

What to do when things go wrong

● Always ask for a contact number in case of emergency (and give your as well)

● Speak up when things go wrong● The sooner you explain the situation, the

better● Be open to alternative solutions (empathy)

Following Up★ Share results! Send clips to published work and

stats of readers, comments, likes, shares★ Comment on other blogs, forums, social media

when you see related content★ If you liked the experience: show the love! ★ Make connections, bring other players together★ Be proactive about expanding/continuing the

partnership ★ Continue to follow protocol on future pitches - don’t

let familiarity breed lazy or unprofessional behavior★ Be the person your contact looks forward to hearing

from!

Thanks & keep in touch! @KatieHammel www.linkedin.

com/in/katiehammelKatieh@viator.com

@SaraRobles www.linkedin.com/in/sararobles

Hi@sarification.com