How to successfully pitch to brands
One question that haunts every travel content creator is how to get on board with a brand that sees value in their work and gives them the freedom to execute it their way. Why is it that some content creators who neither have too much experience nor too many followers can crack a deal whereas seasoned professionals might not. This session will delve into all that and will answer four key questions - WHY, HOW, WHAT and WHERE to pitch the brands. The presentation flow will be as following: This session will delve into all that and will answer four key questions - WHY, HOW, WHAT and WHERE to pitch the brands. The presentation flow will be as following: 1) Introduction: will present the 2016's biggest and buzziest global campaign - Coca-Cola relaunch 2) Connection Planning: How Coca-Cola connects with the audience in a more meaningful and engaging way, where each connection point is an opportunity to improve the brand health. Four principles of connection planning and how influencers play a big role in achieving those four principles 3) WHY brands look for influencers: Reach, Resonance, and Relevance (will share real-life examples - Coca-Cola #ThatsGold campaign, Lyndia.com Skill campaign, and Zara #iamdenim campaign) 4) HOW brands choose influencers: the influencer pyramid, niche over mass, engagement overreach and long-term association over short-term campaigns (will share examples for all). 5) WHAT do brands expect from an influencer: practical tips 6) WHERE to start and get noticed: 10 points to remember shared by a successful influencer who is just 22 and is already working with reputed brands (we can keep him as a surprise factor) 7) Q & A
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How to successfully pitch to brands
- 1. How to successfully pitch to brands FROM BILLBOARD TO BRAND
- 3. LEARNINGS FROM COCA-COLA þ Connection Planning and Role of Influencers þ Deconstructing the influencer marketing 1. WHY brands need influencers 2. HOW they choose the right ones 3. WHAT are the expectations 4. WHERE do brands look for influencers
- 4. WHAT IS CONNECTIONS PLANNING
- 7. WHY BRANDS NEED INFLUENCERS
- 8. REACH Coca-Cola #ThatGold campaign RESONANCE Lynda.com skill campaign RELEVANCE Zara #iamdenim campaign
- 11. HOW BRANDS SELECT INFLUENCERS
- 12. THE INFLUENCE PYRAMID1 NICHE OVER MASS2 ENGAGEMENT OVER REACH3 4 SHORT TERM V/S LONG TERM Criteria for selecting influencers
- 13. THE INFLUENCE PYRAMID1 Marketing objectives define influencers role: • Coca-Cola ‘Taste the Feeling’ global launch campaign focused on celebs for high reach • Coca-Cola ‘Out of home Meal’ campaign focused on Professional Vlogger for advocacy þ Look at the brand activation calendar before pitching Take out
- 14. Coca-Cola ‘Taste the Feeling’ global launch focused on celebs and their fan clubs for high reach
- 20. WHAT BRANDS EXPECT FROM INFLUENCERS
- 21. UNDERSTAND 1. Attend asset briefing 2. Do your research 3. Be creative but within realms of brand values BE AUTHENTIC 1. Create not copy 2. Challenge brands with new co-creation ideas ENGAGE 1. Take ownership 2. Real time response AVOID 1. Missing deadlines 2. Not fulfilling contract 3. Bad communication 4. Direct competition
- 22. WHERE DO BRANDS LOOK FOR INFLUENCERS
- 23. 1. Tracking tools/software 2. Keyword search & hashtags 3. Social listening 4. Industry perusal
- 24. QUESTIONS