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“Hello From The Other Side” Working With Small Businesses
Sonal Gerten / Tumblewalla.com / @Tumblewalla / Tumblewalla Conn...
My Story
• Founder of Tumblewalla – an organic line of baby and toddler-
wear designed to inspire movement and improvised ...
What We’ll Cover Today
• Why brands want to work with bloggers
• Pitching and being pitched
• Tips
• Best practice case st...
But First…….
Why brands want to work with bloggers?
• 81% of U.S. online consumers trust information and advice
from blogs. (Source: Bl...
Pitch Emails…
• Be specific – what is your expertise?
• Mommy Blogger – making mom life work on a budget,
organizing for t...
Musings from someone who has pitched bloggers A LOT!
• Determine your interest – ALWAYS RESPOND!
• Not a good fit
- Sample...
I have a small following – what do I do?
• Team up with another blogger (s)
• Form a consortium of bloggers in your niche
...
A “Thank You” Goes along way…
• It makes our day – seriously!
• We spend a LOT of time and $ on SWAG
• Dollars and Time fo...
Case Studies!
#MNBlogCon
@Tumblewalla
Case Study: Lowertown Pop + Blogger Bash
• Partnership between Becky Sturm (Founder of StormSister
Spatique and 3waybeauty...
Case Study: StormSister & Blogger Sara Bartlett
• How they met: Local Blogger Sara Bartlett of The Pretty
Intellectual’s h...
Case Study: Rocks, Paper, Play
• Collaboration between Tumblewalla and Pacifier Stores
• Goal: Get the message out about t...
Case Study: Brews and Brands
• Hosted by Jen Biswas of Paisley + Sparrow and Morgan
Molitor of Construction 2 Style
• Goal...
Case Study: Tumblewalla and Forever Golden Living
• Kelly and Sonal met at Lowertown Pop Blogger Bash (and
Kelly bought pr...
Case Study: Twin Cities Frugal Mom & Water Park of America
• Partnership between Lisa Baker (Founder of Twin Cities Frugal...
Opportunities!
#MNBlogCon
@Tumblewalla
Opportunities: Maker Events!
• November 4th, 5th and 6th – Art Attack Northrup King
• November 12th – Brews & Brands 2 | T...
Opportunities: Minnesota Children’s Museum
To learn more: email sonal at sonalgerten@gmail.com
#MNBlogCon
@Tumblewalla
htt...
Thank you!
“Life is more fun if you play games” – Roald Dahl
sonal@Tumblewalla.com
sonalgerten@gmail.com #MNBlogCon
@Tumbl...
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Brands.and.bloggers

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“Hello From The Other Side” – Get Smarter in working with Small Businesses
Small businesses and brands would LOVE more exposure – we think our products and services are the bomb (we’ve spent months, years, and more years tinkering), and we simply want more people to know about us. This is where you all come in – many of us have 1-2 bloggers we love, a handful that are “ho-hum” and a few “I wish I hadn’t agreed to work with them.” YES – we do talk to each other, and these experiences go viral within our on-line Facebook communities. This relationship doesn’t have to be passive aggressive or unfriendly – small businesses want to build genuine relationships, and we also want to HELP you grow your blog and brand. Learn tips and tricks for working with small businesses, best practice case studies from a variety of industries, what to do if things go wrong, and why small businesses are worth your time as a blogger. If done right, these relationships can be TRANSFORMATIONAL for everyone involved – yes, this does and can happen!

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Brands.and.bloggers

  1. 1. “Hello From The Other Side” Working With Small Businesses Sonal Gerten / Tumblewalla.com / @Tumblewalla / Tumblewalla Connect
  2. 2. My Story • Founder of Tumblewalla – an organic line of baby and toddler- wear designed to inspire movement and improvised play • Play Advocate | MBA from UCLA • Enjoys helping other like-minded values driven businesses grow through Tumblewalla Connect • Blogs/Speaks about all things play: www.Tumblewalla.com/blog • Lover of chocolate + Bollywood Music #MNBlogCon @Tumblewalla
  3. 3. What We’ll Cover Today • Why brands want to work with bloggers • Pitching and being pitched • Tips • Best practice case study examples • Opportunities #MNBlogCon @Tumblewalla
  4. 4. But First…….
  5. 5. Why brands want to work with bloggers? • 81% of U.S. online consumers trust information and advice from blogs. (Source: BlogHer) • 61% of U.S. online consumers have made a purchase based on recommendations from a blog. (Source: BlogHer) • 23% of total Internet usage time is devoted to social networks or blogs. (Source: Dream Systems Media) • An opportunity for story-telling (vs. it being exclusively about the sale). #MNBlogCon @Tumblewalla
  6. 6. Pitch Emails… • Be specific – what is your expertise? • Mommy Blogger – making mom life work on a budget, organizing for the family, green living, etc. • Fashion Blogger – kids, women, work fashion, etc. • Food Blogger – gluten free, food for the family • Why did you reach out? • Stats/media kit is important (e.g. social media followers, web traffic) • Ideas for collaborting • beyond product reviews • Feature in a blog post (gifts, links I LOVE) • Write a guest blog post #MNBlogCon @Tumblewalla
  7. 7. Musings from someone who has pitched bloggers A LOT! • Determine your interest – ALWAYS RESPOND! • Not a good fit - Sample response: “thanks for contacting me. I’m so glad you are a fan of my blog. I don’t think a partnership makes sense at this time, however, may I suggest reaching out to XXX blogger who owns a yoga studio and loves all things related to movement and wellness.” • Next steps if it’s a good fit • Include a media package (or stats) of your blog • Ideas of how you’ve worked with brands in the past • Don’t be afraid to ask for product and/or monetary compensation #MNBlogCon @Tumblewalla
  8. 8. I have a small following – what do I do? • Team up with another blogger (s) • Form a consortium of bloggers in your niche • Feature bigger brands/owners on your blog b/c you admire them and what they’ve built • Make the ask anyways • Meet brands in-person and begin to build personal connections (maker events, etc.) #MNBlogCon @Tumblewalla
  9. 9. A “Thank You” Goes along way… • It makes our day – seriously! • We spend a LOT of time and $ on SWAG • Dollars and Time for 50 SWAG bags $$ Time Product Value $25 each 1,250$ Assembly Time 15 minutes each 125$ 12.5 hours Supplies + Testing $1.00 each 50$ Delivery + Other 20$ 2 hours 1,445$ 14.5 #MNBlogCon @Tumblewalla
  10. 10. Case Studies! #MNBlogCon @Tumblewalla
  11. 11. Case Study: Lowertown Pop + Blogger Bash • Partnership between Becky Sturm (Founder of StormSister Spatique and 3waybeauty) and Union Depot • What is Lowertown Pop? A ticketed event (April 2016) supporting a local non-profit and featuring artisans and crafts-people. Live demos, music, and Shop Girls! • Blogger Bash! Hosted a blogger bash with 50+ influential Twin Cities Bloggers a few nights prior to LP to generate awareness. Free swag bags + tickets to the event. #MNBlogCon @Tumblewalla
  12. 12. Case Study: StormSister & Blogger Sara Bartlett • How they met: Local Blogger Sara Bartlett of The Pretty Intellectual’s husband bought a gift certificate from StormSister for Sara’s birthday! • Collaborations: • Sara has featured StormSister products on Twin Cities Live • StormSister named a lipstick after Sara • Why it was successful? o Interest in building genuine relationships o On-going relationship – not everything needs to be figured out at the outset – let the relationship evolve/change over time #MNBlogCon @Tumblewalla
  13. 13. Case Study: Rocks, Paper, Play • Collaboration between Tumblewalla and Pacifier Stores • Goal: Get the message out about the importance of child- directed free-play via tips and statistics in video format • How did we make it happen: Enlisted sponsors who are passionate about movement and play • Why it was successful? o Featured local kids o Didn’t lead with Commerce o Distributed via Pacifier + Tumblewalla networks and newsletters #MNBlogCon @Tumblewalla
  14. 14. Case Study: Brews and Brands • Hosted by Jen Biswas of Paisley + Sparrow and Morgan Molitor of Construction 2 Style • Goals: Bring brands & creatives together that they both LOVE to generate brand awareness (& have fun)! • How did they identify brands? Local entrepreneurs they had a connection with (and via Instagram) • Why it was successful? o Live Music o Different, unique brands that all promoted the event o Gift bags for 1st 50 shoppers o Social media + word-of-mouth o Video + photos that lived on well after the event #MNBlogCon @Tumblewalla
  15. 15. Case Study: Tumblewalla and Forever Golden Living • Kelly and Sonal met at Lowertown Pop Blogger Bash (and Kelly bought product)! • Kelly featured Sonal on her blog re: Month of Inspiring Women (all about play)! • Sonal featured Kelly and her son in Rocks, Paper, Play, Video series! • Why it was successful: • Both of us have littles – genuine connection • Met in-person a few times (vs. just email/phone) #MNBlogCon @Tumblewalla
  16. 16. Case Study: Twin Cities Frugal Mom & Water Park of America • Partnership between Lisa Baker (Founder of Twin Cities Frugal Mom) & Water Park of America and Radisson Hotel • One night staycation + free water-park passes • Event results: 2000+ entries (including emails) • Why it was successful • Lisa had presented a full plan developed for the giveaway including: • Timeline of giveaway/selecting winners • Number and general content overview of blog posts • Key messaging • Examples of past promotions #MNBlogCon @Tumblewalla
  17. 17. Opportunities! #MNBlogCon @Tumblewalla
  18. 18. Opportunities: Maker Events! • November 4th, 5th and 6th – Art Attack Northrup King • November 12th – Brews & Brands 2 | The Loop West End • November 12th – MN Xmas Market | Lake Monster Brewing • November 19th – Morningside Holiday Market | Edina • November 20th – Linden Hills Holiday Market | Sunnyside Gardens • December 19th – Procraftinate Holiday Market | Lakes & Legends Brew • Weekends in November/December – Holly House Boutique | Apple Valley #MNBlogCon @Tumblewalla
  19. 19. Opportunities: Minnesota Children’s Museum To learn more: email sonal at sonalgerten@gmail.com #MNBlogCon @Tumblewalla http://www.mcm.org/become-play-advocate/
  20. 20. Thank you! “Life is more fun if you play games” – Roald Dahl sonal@Tumblewalla.com sonalgerten@gmail.com #MNBlogCon @Tumblewalla

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