Thoughts for brands on participating in Blogher.










1. Have your Blogher campaign idea start BEFORE the actual event. Create a campaign that starts engaging with the audience going to Blogher prior to the event and teases what will occur there.

2. Continue the campaign at Blogher.

3. Keep the engagement going post Blogher.
The attendees will be looking forward to your first outreach for them.

4. Don’t send cold, form letters to all the blogger you met Blogher. Personalize your outreach. Never say “dear blogger.”

5. Create a program for the bloggers who are attending to join.
Bloggers are looking for relationships, and not to be just another name in your database. P&G did a great job with Vocalpoint. They ask a lot of questions before they put you in their database. They also had a P&G-sponsored hub at and specific product engagement opportunities for 10 or so P&G brands Bloggers will lead discussions focusing on new P&G products.


6. Moms like useful tools. Johnson and Johnson didn’t hawk product. They shared useful tools every mom could use like their baby app and their charity based widget called “&you.”


7. Follow the #Blogher hashtag and set up meetings before going. You’ll have a much better experience at the event.

8. Look at the blogs and follow the conversation AFTER Blogher to see what the women are talking about and gain valuable insights for next year’s event.

9. Provide bloggers with information. They do like press kits with information and photos they can use to write about your product. Bloggers are not just at Blogher for the swag. They want content they can share with their audiences.

So out of the sponsor corners, I would say that three brands rise to the top for me this year. Pfizer had a very nice booth and playing trivia games for prizes with bloggers. P&G, as stated above, was a very professional experience and I’m sure every blogger wished they were on the live panels at the event. And Johnson and Johnson’s room, although off the beaten path at Blogher, was well worth the visit and if you didn’t attend you should check out their very unique charity and volunteer widget bloggers can customize for their site.

One Response to “Thoughts for brands on participating in Blogher.”

  1. You can TOTALLY tell when a brand came to a conference like this with a PLAN to actually engage with the bloggers and truly wanted to follow up with them.

    Without naming names.. I can say there were several brands that I knew from the moment I walked into their suite, or approached their booth, they had NO intention of any follow up with me.

    Which is fine of course, who am I, right? But be careful, because you make me assume that you only want to work with ‘big bloggers’ and the problem there is that I will write you off as well. And tho I may be a small fishy, I have huge connections and can’t help but ‘remember’ when someone asks about ‘that’ brand. ‘Oh, them?’ yeah they don’t want to work with you, they only are interested in ‘big bloggers’.

    On the flip side, there were a lot of brands who I had contact with WAY before the event. Come on people it’s huge for me to at least feel like the PR person remembers who I am. I had several moments where the face behind the email became real. LOVE that!


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