How to Plan a Blogger Event With Lasting Value

Companies (both big and small) are moving their conversation into “the real world” and engaging with bloggers in cities across the country.  Last year, I was invited to meet with General Mills in Minneapolis.  It was my first “official” blog event and I was honored to be their guest.  I had “read” about bloggers being flown across the country to meet with brands, but never thought it would happen to me!  This year, I have been to six blog events across the country (not including BlogHer) and turned down invites to at least three more.  This is not including the local events I attend almost weekly.  And the amount of events I attend is actually quite small, compared to some bloggers.  Given my geographic location (which is in proximity to Los Angeles, Orange County and San Diego) I could likely be at an event every day.  But what makes an event effective for a brand?  What can companies do to plan an event that results in relationship building with both the blogger and his/her audience?

Here are some of my recommendations to companies seeking to engage with bloggers outside of the digital space:

1. Do your homework.

From the time of year (and day) to the list of invitees, it’s important for PR representatives to research all aspects of the event.

2.  Location, Location!

If you are planning a local event (and targeting bloggers in that area), pick a venue that is easily accessible (also taking into consideration the time of day the event is scheduled for).  The venue should be something representative of your brand and the message you want to communicate.  Releasing a new movie?  Hold the event at the studio lot if appropriate.  Also consider non-traditional venues such as skate parks, gardens, coffee houses, and event spaces.

Many events that are longer in duration are often held at the company’s headquarters.  Consider accommodating invitees in a nearby town that has significance.  For example, I recently attended an event where the attendees were accommodated in historic Gettysburg.  I don’t know that I’d ever have visited the town on my own, but the small taste I got had me yearning to go back someday with my family.

3.  Who to invite.

In my opinion, this is the most important aspect of planning a successful event.  The guest list will likely be very different for local versus national brand events.  However, the research that goes into selecting the most fitting bloggers is very similar.  Who is already talking about your brand and what are they saying?  Who do you already have a relationship with (either in relation to this brand or another brand)?  What is the demographic of the blogger’s audience?  How influential is the blogger, taking into consideration both his/her online and offline relationships?  What is the blogger’s track record and where has he/she been successful? Just because the same bloggers are being invited to event after event, doesn’t mean they are the right fit for your brand.  While it may appear that the bloggers being invited time after time are the most influential in this space, you may be missing a key influencer.

Another point to consider is whether or not to invite a blogger’s family.  The invite should be very clear, since most bloggers are moms with children.  I would be more inclined to attend an event (either locally or in another part of the country) that either involved my children, or included babysitting (yes…I’ve attended several events where babysitting was provided).  If the event will include children, be sure to arrange for special activities to keep them occupied while the bloggers learn about and engage with the brand.

4.  Timing is everything.

Be sure to give bloggers enough time to plan for the event.  Last minute invites, hastily put together, will not yield the desired results.  Four to six weeks is enough time for a blogger to plan for an event.

If you have a new product or service that is scheduled to be released, be sure to plan your event one to two weeks prior to the release date.

When planning an event, take note of large-scale events held during that time.  For example,  a company wouldn’t want to schedule an event during the time of a major conference (but I’ve seen it done).

5.  The big event!

Engage bloggers.

Offer them a unique, interactive way to experience your product.  Some of my most memorable blog events involved cooking demonstrations by celebrity chefs, mini day spa treatments, and an entire show dedicated to revealing a brand new way to game.

Offer interview opportunities with experts if appropriate.

Provide the right balance between information and socialization.

Equip your invitees with the information they need to write about their experience.  Obtain special permission for bloggers to photograph since this is an important part of a blogger’s story.

If you have invited bloggers from out of town, offer down time and the opportunity to experience the city’s sights.

6.  Feed them well.

Take careful consideration of the timing of point #4 when arranging for food.  If you’re inviting bloggers to an event during the 11-2 or 4-7 hours, be clear about whether or not a meal will be provided.  This becomes critical when the invite includes a blogger’s family.

Ask the blogger about food allergies.  I can count on one hand the number of times I was asked this question in the last year.  This is particularly important when children are invited.

7.  The Stuff. We. All. Get. (aka Swag!)

I’d rather come away with a memorable experience, than a bag of stuff I can’t or won’t use.  My favorite noteworthy swag includes a company branded FlipCam, a company branded robe, a cookbook, Disneyland tickets, and decorating supplies.  Swag I can live without?  Mugs, branded t-shirts (for the most part), mouse pads (because who uses a mouse anymore?), and anything deemed a trinket.  In lieu of swag, offer to work with the blogger on a product review or raffle higher-priced items.

8.  Follow Up.

The goal of a blogger event should be to initiate a conversation about the brand.  Be sure to follow up with the blogger within a week’s time.  Offer to provide additional information (press releases, photos, etc.) if required.  Obtain feedback about the event via survey.

What blogger brand events have you attended recently? Which ones stand out as being the most memorable to you?  What tips would you add for creating a stellar blogger event?

Wilton MomRetreat, October 2010

Absolutely no compensation was received for this post…you figured but I had to say it!

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Caryn Bailey

Caryn is a NICU nurse by day, blogger by night and mom 24/7. She savors the warm Southern California sun and loves to travel, shopping, baking, reading and frequenting her local tea room. Caryn created the column Lavishly Green for Peekaboo Picks Magazine to share her best tips for going green in style, she is the Former editor for Family Review Network, former OC Family Magazine online contributor, former Orange County Moms Blog contributor, former Evenflo Savvy Parent contributor, former member of the Totsy Advisory Board and former freelance writer for CBS Los Angeles.

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