By Justice Marshall, Social Media Director, Multibird Branding Inc.
For natural health brands wanting to grow their digital footprint and spread their message, one of today’s hottest buzz strategies is a blogger outreach program. Bloggers everywhere are reviewing products and sharing their experiences with their readers and communities, but in the overwhelming and chaotic online world how does a company design a successful blogger outreach program that will get results? Hard-won experience has taught me a few lessons, and I’ve broken them down into three key takeaways for your benefit…
1. Create a “program” or “challenge” to engage bloggers.
Rather than just sending out product samples for blogger review, create an exciting and engaging program that bloggers participate in and share with their readers over the program duration. Develop a detailed program concept, overview and timeline. Decide which blogger communities you want to focus on. Your pitch email should include requirements and incentives for participants. Be very clear about what you want participants to do, and highlight what’s in it for them (consider offering prizes). Have a clear communications plan ready for issuing updates to participants, answering questions and generally managing the program.
2. Integrate the program with your key marketing channels.
Make the most of the attention you’re getting throughout the program by carefully amplifying participants’ voices through your social media channels, website and e-newsletter. Incorporate a hashtag to help track and share relevant posts. Create a twitter list of participants. Curate blogger created content into your social media calendar during and after the program.
3. Nurture your new relationships.
Support ongoing reciprocity in your relationships with blogger participants by sharing their relevant content (ie – retweeting) and providing appropriate attribution (ie – links, facebook tagging). Turn your program package mail-out into a generous, memorable gift basket by including interesting company information, product samples and promotional goods. Many bloggers do giveaways or contests on their blogs. Consider offering your spotlight products as prizes. Above all, remember that bloggers and other journalists get pitched constantly by people who want something for nothing. You can stand out from the pack and build lasting relationships and goodwill by treating blogger prospects and participants respectfully, not just as a means to an end.
Want to know more about how our blogger outreach programs can serve your brand? Send us a line!
Behind every brand, small or big, there is inspiration and a story waiting to be told. At Multibird we thrive on finding that story and expressing it graphically, whether is creating a new name or brandmark, or giving an existing one a refreshed and relevant voice for communicating on packs, in store and online.
Here are some of the brands we have found inspiration working with.
Fairtrade Canada’s Retail Awards have been announced, and the winner is Multibird-designed Arayuma Organic Coconut Milk. Big kudos to Sahala’s visionary founders and creators of Arayuma, Marise and Chanaka, and to the entire team of dedicated staff, friends and family who have made it possible. We look forward to many more wins for Arayuma.
Congratulations Arayuma! Canada loves your organic coconut milk!!!
Founders Katharine and Ivan had visions of ‘organic branding’, while working in the Natural Products industry in Vancouver, Canada. They saw a need in the marketplace, and the idea to combine their love of beautiful design with their years of experience in branding and natural health. The hope was to find themselves one day living sustainably, on an island in the Mediterranean, while working with clients (big and small) around the world. And so they packed up their lives in Vancouver, moved to Madrid in 2009 and began to work away at the dream.
Today, the Multibird Branding HQ (maybe we should say HQ-ette?..we’re a small team!) finds itself in a 150 year old former olive oil pressing house, in a small village on the island of Mallorca, Spain. Day-to-day, working with brands in Canada, the US, and Europe. With ‘obligatory’ mid-day breaks to hike amongst the sheep and donkeys, make our homemade almond milk lattes and breathe in the fresh sea air
What does Multibird mean? Multibird Branding was incorporated in 2010 on the premise that all brands are like different birds with unique stories to tell, and Multibird wants to help tell that story. The first identity work for Multibird focused on birds of every species and migratory patterns (being migratory creatures ourselves), until the talking boxes concept was presented and it became an instant favourite.
Our clients and the extended Multibird team span five time zones and four languages, but we are still true to the values we started with: work with brands that we believe in, and that make the world a better place; do only good work (or don’t do it at all); stay lean and agile; and always look to bring a fresh perspective.
Come join us, let’s have a chat. Almond lattes, anyone?