Swag (free stuff) was a hot topic following this year’s BlogHer 09 conference. Who got what, who gave what, and whether there was too much focus on swag versus the conference itself have been and are being debated and dissected. As evident from the picture above, consumption and consumerism were evident as companies handed out products to bloggers. (And yes, that’s Jennifer, showing the swag she go.)
But was the swag and marketing at BlogHer09 effective? Here are some of the lessons learned from BlogHer09 from two social media and marketing gurus that a) love to blog b) had a blast at BlogHer 09 in Chicago and that c) work with brands to help them use social media and connect with bloggers.
1. Get personal. Yes, you’ve sent your product along with a blogger or decided to sponsor a party but your promotional information or product isn’t talking. It won’t sell itself. Don’t just dump product in a bag and expect a big buzz, unless you are giving out laptops. The most memorable “swag” came from the representatives themselves or the bloggers who actually explained the product. If you put product in a hospitality suite, make sure you have a representative present to talk about it. This also means that you shouldn’t just sponsor a blogger without a little bit of training. Make sure the blogger knows your product and is comfortable handing it out. Also make sure that the bloggers knows BlogHer’s rules about sponsorships.
2. Make follow up easy. Include follow up contact information with the product. Don’t rely on a business card handed to the blogger separately from the product, or on the blogger looking up your contact information from your website. Tape, staple, superglue or tie the necessary contact information to the product so it is easy to find with the product. That will guarantee that if the blogger has a question about the product, she gets it answered by the right person.
3. Go big and relevant. A lot of companies are trying to get product to bloggers. A lot. And if you just throw in a key chain in a bag, you’re not going to get much coverage or traction. Make the product relevant to the audience and make it big. The “big” swag got the most coverage – tweets, blogs and more. But make it relevant to the audience and the product. The USB drive from Ann Taylor was fashionable and useful, but we’re not really sure what it had to do with the company’s products – clothing and accessories – even with the fall look book pre loaded. We’re betting many bloggers just deleted the files.
4. Keep it travel friendly. Trust us – bloggers traveling on planes don’t want their suitcases to exceed the weight limits. We recycled (at the swag recycling station) swag items that were just to heavy too carry – think peanut butter or jam. For those sorts of products, have a taste test at BlogHer and give out coupons or discount codes. And if you hand out a breakable product, make sure you have packaging in which it can travel (preferably eco-friendly).
5. Think outside the box. Trust us – bloggers get lots of swag. And companies often give the same type of item. At BlogHer09, at least 13 different re-usable totes were given out. To be perfectly frank, many of us don’t really need or want another re-usable tote. In the re-usable tote category, other options in the same vein included re-useable product bags, snack bags, bulk buying bags or lunch totes. But do think outside the box. The chocolate wands with the laundry fairy for a year contest were darling. And discussed.
6. Bloggers can be mean. Just like high school, the “in” crowd gets dissed by the ”out” crowd. Exclusivity comes with a cost. Hosting a small party? Be ready to be tweeted and talked about by those not invited, especially if the location or the swag is desirable. Doesn’t mean you shouldn’t do it, but recognize the problem.
6. Keep it family friendly or explain why not up front. Many bloggers bring their kids. Seriously think about excluding kids and babies. Or explain beforehand any limitations – like no kids in a bar. Seems obvious, right? Well at least one party didn’t explain before arrival that the location was a bar and kids weren’t welcome legally. Trust us – the Nikon PR team learned that lesson the hard way.
7. Try to please everybody. Yes, mom always said you can’t please everybody, but make an effort. Or think out the ramifications. Don’t deliver heavily fragranced products to rooms when you may have bloggers that are sensitive or allergic.
8. Engage in conversation. Too many product representatives at BlogHer failed to ask the bloggers what their blogs were about. How can you tailor a conversation when you don’t know to whom you are speaking? Like a cocktail party, engage in conversation.
9. It ain’t all about you. This is related to #8 above. Many bloggers are experts in their field. Truly. With training, education or experience. So don’t dismiss their comments out of hand or believe that they are all mommy bloggers.
10. Have fun. BlogHer conferences are about the community of blogging. Enjoy it. Socialize. You’ll make more meaningful connections by talking to people.
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