tbex 2013 toronto creative pitching for experienced travel bloggers
DESCRIPTION
Tbex 2013 Toronto Creative Pitching for Experienced Travel Bloggers featuring Ryan LevittTRANSCRIPT
Creative Pitching for Experienced Travel BloggersRyan Levitt, PR Director, HouseTrip
@ryanlevitt/@housetrip
Every day I get at least one pitch – and they all look the same
Dear Ryan Levitt, I'm (insert name), a travel blogger of (insert blogsite with slightly cute name), where I feature my favorite spots from around the world.
•Brand name misspelled three times in email (Housetrip, House Trip, HouseTrip)•Pitch for completely irrelevant destination (HouseTrip have 4,000 properties available in Paris and 44 in Kuala Lumpur – where do you think my priorities will be)•Request for ridiculous amount of nights (2 weeks to ‘immerse in a destination)•Patronising information about what social media is and/or how bloggers can help•NO discussion of long-term effects or how working together will benefit my brand•Links to previous coverage with no discussion of how brand benefitted•No comment on what specific thing about my brand they particularly like
Think more like a journalist, publisher and media salesperson
Journalist: ORIGINAL angles to secure commissions – yet relevant to readership
Publisher: ORIGINAL ways to package content that engages readers – advertorial, event sponsorship, think outside the box
Media salesperson: Make your website the one I NEED to invest it – targeted readership
Question One: Is the company experienced working with bloggers?
Question Two: How can I research the market?
Question Three: What is the brand currently featuring on their website?
Statement Four: STOP pitching free travel – unless there is a twist or USP
Statement Five: Know what you want from your blog – and what your limits are
Statement Six: Case studies, case studies, case studies
Statement Six: Be prepared to cut corners
Statement Seven: Put some muscle in it
Statement Eight: No excuses
Statement Nine: Know that I am going to research you
Statement Ten: Don’t be greedy
Dear Ryan Levitt, I'm (insert name), a travel blogger of (insert blogsite with slightly cute name) and I focus on (this niche sector).•Correct brand name with specific example of what you like about us•Example that you know my brand inside out – pitch me content I am missing but related to a destination or experience you know I am pushing •Reasonable request for assistance – and show me you are willing to reach out to other brands if required•Basic, verifyable information about your analytics in plain English•2-3 options of how we can work together, how my company will benefit and how you have done it in the past with relatable case studies•Information on travel dates – so we know what you are up to and when•Details on what your limits are (if you have any) – but done in a way that shows solutions to these obstacles