BlogHer is in one month and if you follow the #blogher11 hashtag on twitter, you will see a ton of bloggers so excited to go. You will also read lots of bloggers say “thanks to _____ for the sponsorship!” But I have been reading a lot more of “How do I get a sponsor?” or “what do I say to get one?”
I am here to help you.
How do bloggers get sponsors for BlogHer?
Frequently, a blogger will approach a company she has represented on her blog before for conference sponsorship. Maybe she did a very successful review and giveaway campaign with them or they email back and forth quite a bit. Most often, the blogger that has a sponsor has worked with this sponsor in a marketing relationship at least once before.
So if you are looking for sponsorship, who have you worked with before? Email them – especially if their company was a perfect fit for your audience.
What do sponsors get out of sponsoring a blogger to BlogHer?
Usually, the main thing you can promise to do for the company is spread their name around. You can offer to wear their hat/t-shirt and use their twitter handle when you tweet about the conference. A super wonderful post about what bloggers can offer brands was written on Mom Blog Magazine last February.
I have to add to that article though – for my BlogHer sponsor, I offered to work with them as a brand ambassador for 6 months after the conference via banner ads, twitter conversations and sponsored posts. Be creative, sell ideas and work with budgets. Sometimes a company cannot afford the full amount – offer marketing services that are valuable to them.
Another idea that was not in that article is offering to gather names of interested bloggers that are influential in the niche related to the brand/company. Some companies are so small, they cannot afford to hire a PR firm to search out and find influential bloggers to work with. This is a valuable service – offer it, you’ll be among 3,500 of the most influential bloggers in the nation!
How do I write the pitch letter?
Be friendly, be you and be to the point. Honestly, the biggest turn offs with pitch letters is when they are too long and redundant. I offer a blog editor service, where for a small fee I will read your pitch letter and perfect it and individualize it for every company you are pitching. Overall, please make sure it is error free and captures your enthusiasm and is personalized for that company. Do not send form letters.
Here is a general outline for you, for free.
Hi ______,
Explain why you love their brand and why it is a perfect fit for your readers. Remind them of the successful campaign you completed with them. Share your dream for their company and how you can make that happen by representing them on your blog. Then offer to represent them at BlogHer as well.
Say you are flexible with all budget sizes and cannot wait to work with them.
Give your phone number and offer to speak with them to further brainstorm brand ambassadorship opporutnities with your blog.
Signed, you.
~~~
That is it!
Let them ask for your rates, your stats and more info about BlogHer. Don’t give them a huge book detailing it all.
What if I have never worked with a company before?
This is tough. If you don’t already have a relationship with a company, you will basically be cold pitching people that do not know you from Betty Blogger. It can still happen, you just have to have tougher skin and get ready for some rejection emails.
One thing I’d do in this situation is go local. Is there a company near you that is online savvy, engaged in social media marketing and working towards a more national presence? Pitch them. Tell them you can go to BlogHer and find a group of influential social media moms who are interested in working with them. Offer your services as a social media consult to them and offer to write blog posts for companies, tweet for them and operate their facebook fan page for them. Social Media consulting can earn you enough money to pay for a nice portion of your BlogHer bill.
I hope this post answered some of your questions, but I know it did not answer all of them. Feel free to ask more in the comments below, I will be responding immediately.
Tweet @ Me too – I’m always on Twitter @MamaDweeb.
Great post Annie. May I add it’s very important to think outside the box. Also, in your pitch letter make sure it’s company centric, not “I” centric. It’s something I know, but am still working on myself.
🙂 Can’t wait to meet you at BlogHer!
Excellent point! Definitely focus on the company/brand! That is why I put “share your dream for that brand.” What do you want to see happen for them? Why? Say it briefly but say it well.
And creative thinking is a huge must. Offer more than just t-shirt wearing and hashtag tweeting. Think “sponsored conversations” and “brand awareness.” Be very creative, marketing is fun! There are so many fun ways to market and advertise a company and brands love creativity and enthusiasm about their products.
I’m keeping my special ideas under wraps, but when you see me at BlogHer, you’ll know! 🙂
Marketing is supposed to be fun, right?
Thanks for the advice. I just sent out a 2nd email to a 2nd company I’ve worked with. Never heard back from one. Even hearing a “no” would be better than silence. Since my ex lost his job in May I’ve been guessing by the end of the month I’ll have to sell my ticket to Bloggy Boot Camp Chicago without a sponsor. We’ll see what happens. And it’s a bummer because I got it with the early bird pricing! Sigh…
Great advice Annie.
Also, it’s important to be aware of the rules set out by the individual conferences. BlogHer’s rules are at
http://www.blogher.com/updated-2010-blogher-and-sponsored-bloggers-answers-frequently-asked-questions-faqs
So very very important Susan, thank you for posting that! I will add it to my original post in a bit as well.
Great post Annie!!
I just have to get myself TO a conference! My parents are going to be in the country for a min- family “reunion” that weekend this year, but I’m crossing my fingers for BlogHer next year and maybe Blissdom as well.
Thanks Annie! I will be working on this! How soon is too soon to start looking for sponsors? I know we are a year away and so I don’t want to ask too soon! 🙂
If you have some reps/companies you work closely with, I’d start the dialogue now. Maybe email one and say, “hey! I’ve been chatting with some other bloggers and have some fantastic ideas about representing you at BlogHer12. Let me know if you want to chat about it sometime.” Often if you are friendly, optimistic, and confident you will find some very open doors! Good luck!
Thank you! As a newbie, I have not yet formed many relationships, but your post has given me some great ideas! Thanks!
So glad it helped you Amy! Another idea – if you have not worked with many companies yet – is to start working with a few now and offer compensated activities like twitter and facebook promotion. Think outside the box, find creative ways to work with companies that can earn you money. Also, don’t forget the power of upselling. “Do you want fries with that?” In other words, when a company works with you on a review/giveaway, always offer side bar ads and/or creative facebook and twitter promotions too.
Good luck!
Thanks for the post. I’ll keep that in mind the next time I try to ask for sponsorship.