how to pitch a product to a blogger
Published March 13, 2021 | 
After all, a pitch to a blogger is your first impression and if you screw it up, they won’t think you’re awesome and they won’t work with you. Pitching to a brand, particularly pitching to a travel brand, is a great way to potentially strike up a long-term partnership which for some bloggers is more appealing than working with an individual destination. Follow the nine steps below to craft an irresistible pitch letter: 1. Pitching to a Chamber of Commerce means that you want to promote those who have bought into that organization and see the value of a collective partnership. FTC DISCLOSURE. When you have sent a pitch and it’s not successful, save that pitch or that thread of emails and look at it later. If you truly want to write for someone, don’t send out a blind pitch. find a potential client you want to pitch to and be able to speak to why YOU are a great fit, be able to figure out who to pitch to (marketing or media relations), be confident in asking for work even if you are rejected. Not actually reading the blog is the quickest way to end up in the junk mail box. By then, perhaps a marketing plan has changed or budget has freed up. Simple enough…. Oftentimes a larger brand will have smaller properties that on their own would be considered boutique establishments but they happen to carry the larger travel brand association or affiliation. This is my guide to pitching brands and destinations that you want to work with and creating customized pitches to launch successful partnerships and campaigns. Have you actually read the blog? There is no need to reference a blogger’s own site in a pitch, in fact in can do more harm than good. I am working on a roundup of baby products that I wished I had registered for and would love to feature your product. They are blanket statements based off of our experience working with a variety of organizations in many locations. Know the blog, know the audience and take the time to read the about me page and FAQs. In GroupHigh. If I find a huge gap or see if something could be done better, I will work on a pitch for addressing that gap to present to the DMO. Unfortunately, there is not a standard set of rules as to which types of organizations are able to sponsor everything from actual transportation to purchasing ad space or content space on a website. She says she’s also gotten pitches from people she’s worked with before but the pitch is the one that they send all new contacts, don’t forget about a blogger you’ve worked with in the past! She’s worked with some really good PR professionals and has been “spammed” by some really unprofessional ones. So pitching me about products for humans, cats or horses won’t get someone very far.”. This is your news peg or why your story is newsworthy. Track all of this in a spreadsheet and see what sort of work you are able to garner. You may also want to consider connecting bloggers with customers and analysts ready to talk more about your news or product. It’s kind of the Wild West. Other types of bloggers or writers may need to pitch to other types of businesses or firms. Pitching a unique angle accomplishes two things. Let’s say you’re selling bike messenger bags for women. You’ll notice that I’m rolling out the different how to pitch segments in order of similarity. Bloggers want to work with brands and brands are looking to get the word out about their products. A proper greeting. Make it easy for them to pick you. Reaching out to finance bloggers about your Artist Shop full of movie parody designs won’t do you much good. We’d love it if you can brace the weather and come and join us on the Fiskars and ebertsankey stand.” Not something that shows they read his blog. Stories trigger the release of a trust hormone called Oxytocin. This is one of the reasons we love working with Best Western Hotels and Resorts. This is very similar to the curator pitch, at least, in that, you’re asking for another influencer to write or produce content for your own use — be it for a blog or an editorial about your product. – be honest, share why you’re interested, and explain the value you can offer, So how do you deal with and process that? Pitches that don’t address her by name tell her that someone is going through a list of URL’s hoping one of them will reply. Is CVB is usually funded by tax dollars and as such has a fair number of rules and restrictions to how they operate and what sort of marketing and advertising they can do. Jarlene says that she’s receptive to pitches that contain the following: Since Rhys’s blog has the word “garden” in the title, he gets pitched by gardening and horticulture firms all the time. Here’s what you do to make sure that this doesn’t get you down: Also, when you do get follow-up and it is a rejection, feel good that you actually received follow-up. In case you missed it, a couple of weeks ago I shared tips on how to find bloggers / influencers to collaborate with and now I'm following up with the second part of the series – how to actually connect and pitch bloggers for collaborations!. If your primary audience and your own visual presence is that of a minority group or a specific age demographic, as you look over the different aspects of a brand’s marketing you will be able to see whether or not visually they are making an effort to have representation of your travel blog niche. If you have questions or comments, please leave them at the end of the post or send us a note! Subject lines are everything. Any successful sales pitch can benefit from telling the story of your brand and product. Pretty easy, right? PS, that’s also a rejection. He says one pitch was so clueless that they named a cocktail after a movie character who was an alcoholic. Pretty easy to write pitches for those, right? Here’s what you should be able to do at this point: I hope this is helpful in considering how to pitch and what steps you can take to be prepared. 1. Pitch your blog step 2: Identify your audience. To identify your pitch targets, here are a few steps to take: Describe your offer and the problem it solves. The premise of this type of pitch template is to be complimentary and let the influencer know that their opinion is priceless and essential enough to warrant being shared. Next, put your call-to-action. It is a good way to keep the product true to its vision, because you can refer to it in meetings all the time! Bloggers are influencers. “No one wants to be bedded without the obligatory dinner or at least a drink.” She says to start with a warm up sentence or two, maybe saying something you like about the blog or that you have a child the same age. The best tone in a pitch is professional yet friendly and she says this is a tough balance to strike but it can be done! How to pitch a blog is something that takes skill and savvy and truthfully, it can be a bit stressful. Bloggers simply don’t want to waste their time reading irrelevant pitches. Note: I know upon the first read of that paragraph it sounds very superficial and not professional, but when you consider the idea of advertising and the percentage of people engaging with a brand where they see representation of their own life, it makes sense to hold a lot of stock in how that travel brand is doing in terms of visual representation. No matter what your ultimate outlet it is, knowing how to pitch is key to controlling your work and building a good-looking partnership resume. Now, let’s see how this pitch is great and how you can get the most out of it: The opening shows that you’re one of their readers. “Hello! The offerings we’re different from other hotels within the brand, but many of the same brand standards were in place. I also used this pitch to land my guest post on Pro Blogger: 7 Old Post Revival Techniques You Won’t Believe You’re Overlooking. Our brains literally react to them. How to Pitch Bloggers for a Fashion Product. If you are a traditional copywriter or write for newspapers and magazines, you might need to pitch to be able to sell stories to publications you work for. Top Australian blogger, Neerav Bhatt who writes the very popular Rambling Thoughts blog and its sister blog, A Road Less Travelled is often contacted by people pitching services and products they want him to write about. Here’s an example of a pitch that would not include a full post: “Hi, my name is Katie and I blog at KatieDidWhat.com. A destination marketing organization is a firm or a collective of people working to market a destination as a whole. Brands are taking notice of this and review opportunities are great advertising. The biggest pitch “turnoff” has been pitches that were full of typos and poorly written. Or at least you’ve heard of pitching and you think that it’s fascinating. Kristen is the director of all things digital marketing at GroupHigh. Connect on Twitter before ever emailing the blogger and take the time to build some form or reality. Sell your product. Travel brands such as Best Western Hotels and Resorts or Intercontinental Hotel Group (IHG) are central corporate entities who have properties or operators in a variety of locations. Here are the important points to always make sure you include in your pitch: Match your tone with the website’s tone of writing You want to match your tone of voice with the blog’s tone of voice in its writing. A travel blogger may need to know how to pitch to a brand, such as a travel brand who works in multiple locations, to establish a relationship and create a stream of work, thus by creating a stream of income. At Serious Eats, we operate a couple niche blogs -- one that covers burgers and one that covers pizza. Videos featuring 2TravelDads – webisodes, TV, promos and more! This follows from “no strings”, but often marketers want to send t-shirts, pens, or other schwag to bloggers they work with. This is what you want your target journalist to do – write a product review, conduct an interview, mention your company is an industry story. Offer gifts, not bribes. Create your next pitch and compare the message that you have communicated and then research you’ve done before sending that one. Different Chambers, CVBs, or third-party DMOs may have very different rules and very different access to funds. Rhys’s biggest piece of advice is simply to read a blog before pitching. Note: the above statements around how to pitch to different marketing organizations for destination are very general. One “incentive” you can use for a blogger, by the way, is more than one copy of your product. Reference the materials on the blog, share admiration for an idea that the blog recently highlighted, and consider playing off of a common topic or writing a follow-up post to a specific article. I know, there are a lot more questions about the how-to of each of the type of pitches that we talked about so far, but I think it’s important to jump into understanding rejection and how to deal with that. If they don't display subscriber stats on their blog, look at their Twitter or Facebook Page to see how big their audience is. Just as much as most bloggers hate receiving a blanket pitch, PR reps are the same way. Start with blogs that offer the best mix of the following factors: Realistic Domain Authority score. Next, list your targets in the order you’ll pitch to them. when I am pitching to a DMO I want to make sure that either one of their goals is to reach the LGBT travel market or that family travel is something they need to actively promote. When asked nothing more than what makes a good pitch and what makes a bad pitch, every single blogger I talked to came back with a desire for someone to read their blog before they pitch them. Make it personal to the person receiving it and make the email personal to their product. Although ultimately the goal is revenue in both cases, one comes with a budget (advertising) and the other is much more limited. Engagement rate; Monthly views; Audience demographics; Quickly list the top 3 brands you’ve worked with, and then link to each of the promotions. From there, be honest in that you would like to try the product because you think it is a good fit that your followers would be very interested in it. Give them as many reasons as possible to want to list you. Unfortunately, there is not a standard set of rules as to which types of organizations are able to sponsor everything from actual transportation to purchasing ad space or content space on a website. Just like when you post a photo on Instagram that you think is awesome or adorable and nobody likes it or engages with it, that feeling that you totally missed the boat happens when you are rejected with pitching. Not every destination has a DMO with discretionary funds. Manners. And others included disgusting drink recipes. Affiliate links, sponsored content, press or promotional experiences and compensation are a part of our business. Here’s how an effective media pitch is structured: You start with the lead. “They can go a long way to show that you are a human with a heart and that you care about the people you are emailing.”. 4. We are going to start here because as a travel blogger it was the very first thing that I ever did in terms of pitching and it is the most common type of pitch that a travel blogger is going to do. Retrieved from https://www.grouphigh.com/blog/pitching-tips-straight-from-the-bloggers-youre-pitching/ […], You may use these HTML tags and attributes:
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, How to Know if A Blogger is Receptive to Working With Your Brand, How to Leverage Blogger Relations to Promote Your Brand for the Holiday Season, https://www.grouphigh.com/blog/pitching-tips-straight-from-the-bloggers-youre-pitching/, The pitch is relevant to the blog’s focus, It has a personal touch but doesn’t have to be time consuming or gushing. Pitching to a CVB, you want to be able to communicate the value of marketing or sponsored content through your own channels in terms that can be justified to use taxpayer dollars. Social media and PR bloggers have been talking about this topic for years, yet I don’t see pitches getting much better. Option #1: Review What You Have. Sometimes your pitches will be good for our audience, but we will have already written about them, ad nauseam. It’s very important to research and understand the travel brand that you want to pitch because it can be very nuanced. Save my name, email, and website in this browser for the next time I comment. Do: look at other blogs and influencer accounts and see if you and your demographic of followers is being represented and specifically marketed to. [cue travel bloggers cheering] Knowing how to pitch to a DMO is important. He calls these pitches “the bane of my life.” Not a good way to get a blogger’s attention, to be the bane of their life, right? Best Western Plus Island Palms Resort Hotel and Marina, Pitching Process and Exercise: building a successful pitch from start to finish, Blogging Ethics: when I totally abandoned my ethics (and how I fixed it), Blogging year in review: new experiences and awareness of the world. Do you ever wonder how magazines and blogs find all of the products that they feature in their articles? If so, share in the comments below and I may use it for part two of this post! Understanding the difference of what an individual property versus a brand standard might be will help you in developing a pitch for a travel brand. Once you understand how to pitch and start sending them out, no doubt you will either get a fair amount of rejections or you won’t even hear back. Thanks, Danny, for this great pitch! Online, Newsweek, the LA Times, and others. Think you've found a blog that seems like it would be interested in your restaurant or event? Include your qualitative stats. While we might not be sharing the details of upcoming partnerships or contract specifics, many of us are happy to share the projects that we are currently working on or have recently completed. This will help you understand some nuanced background to how many organizations manage budgets for project/advertising like this. If you’re a blogger you need to know how to pitch so that you can grow your own brand or site as well as open doors to new opportunities. I take the time to see what sort of advertising or sponsored content I can find before I reach out. Are you sure? We all talk. While it’s tempting to say “hey you blogger, work with me, I’m awesome and you won’t be sorry,” the world requires us to use a little more tact in our pitches. That doesn’t mean that we are sharing compensation rates or what sort of assets we are providing to a sponsoring brand, but it can often mean that another travel blogger can advise as to their experience working with the brand and maybe even arrange an email introduction for you. You will do your googling and you will see visually who is representing that product or where is that product being featured. When you’re pitching to someone, this chemical reaction promotes connection and empathy. While you could … I take the time to see what sort of advertising or sponsored content I can find before I reach out. Jerlene has been running a successful and active beauty blog in the UK for 4 years. Know their readers, what kinds of books the blog reviews, and how your book will fit their market. Why does a travel brand organization structure matter? Pitching Tips Straight From the Bloggers You’re Pitching. Whether you’re a lifestyle blogger sending an email pitch to new clients, or you’re learning how to write a business pitch for a bigger project, the process is pretty much the same. Needless to say, she gets pitched on a daily basis. Some of them come from the research efforts of the writers and bloggers. If you think you should’ve been successful when you consider how to pitch your blog and when you think you’ve done it just right, move on and set a calendar reminder to follow up again in a different season. And those rules apply to how they use funding too. A chamber of commerce is typically funded through membership dues by local businesses who want to buy in and have a seat in the Chamber. If you’re interested in pitching a brand because you think it’s a great fit with your travel blog or because you’re very interested in the product and would like to try it and share your experience, then the best place to start to build a pitch would be your own relative experience or interest. After all, who is better qualified to tell you how to pitch than the people you’re pitching? Because I don’t want my fellow PR and marketing friends to pitch bloggers poorly, I sought out a few bloggers for pitching advice. Half of how to pitch is knowing who to send your travel blog pitch to. the above statements around how to pitch to different marketing organizations for destination are very general. From start to finish, be sure that you’re communicating with the team that manages blogger outreach or marketing and advertising. Without being obnoxious, you should always feel empowered to follow up with a brand or destination that you’ve pitched to and to ask why the pitch or partnership didn’t move forward. Google your generic product name + review keywords. Popular with Bay Area companies like Google, it helps to create a very brief phrase or a 'product vision statement' that you can use to sell your product idea to management, and refer to the product with engineering and other teams. You, too, can pitch the media and see your products featured in magazines and blogs! Hey bloggers and PR pros, do you have any additional advice to share? Our readers make buying decisions based on our opinions and the things we share. plenty of roses to make us all feel special. And when you do this effectively, you will create a stronger connection between you and your buyers. Think of this as your elevator pitch and focus on creating two or three short sentences. This means blogs with a score comparable to your own. Travel brands such as, It’s very important to research and understand the travel brand that you want to pitch because it can be very nuanced. Include a direct link to your Instagram and blog, not to a press page—don’t make them have to do any extra steps! Before you pitch to a blogger about reviewing your book, read their guidelines and several blog posts. When pitching to get coverage on an event, Sam says to make sure you send the pitch in plenty of time so that the blogger can have time to put something together. Don’t. Blindly sending products in the hope for a review is a waste of time. What products does the blog sell? You’ll see a pattern between how you pitch and what gets accepted. The 3 Key Ingredients in a Successful Influencer Pitch. Creating the perfect pitch, no matter what niche you are working in, should be a very thoughtful process and if done properly can be a thrilling way to generate new clients end control the type of work that you do. For example, this summer we stayed at the Best Western Plus Island Palms Resort Hotel and Marina. Sam says the pitches that don’t work are the ones that ask him to run a story about a party someone threw last night but didn’t invite him to or pitching the types of products or events that he doesn’t cover. Blogs with a big following give you better visbility. That’s a whole lot going on in that name. It’s kind of the Wild West. And that is the same with many other hotel chains or groups. Other types of bloggers or writers may need to pitch to other types of businesses or firms. Those who run websites about fashion or technology may actually need to know the same skills and pitch the same exact way as a travel blogger would, but their frame of reference and talking points may vary from travel. The pitch is relevant to the blog’s focus It has a personal touch but doesn’t have to be time consuming or gushing The best tone in a pitch is professional yet friendly and she says this is a tough balance to strike but it can be done! While both of the following organization types have advertising AND media/PR, understand that one has the job of driving sales/visitor dollars and the other has the job of getting media coverage and positive press. We’re not going to talk about that today but often the process will be similar regarding how to pitch a blog or how to pitch yourself for coverage.
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