15 Sep, 2010
Blogger outreach done right
Posted by andrea tomkins in: Misc. life|Publishing/writing/career stuff|Yaktivism
I get lots of email from PR and marketing folks. It seems that I get more of them with every passing month. They’re all essentially the same: would you be interested in writing about our product/service/amazing new thing?
I posted a pitch policy in response to the onslaught… a small thing to stem the tide of email that was flooding my Inbox. I got the idea from Kate Trgovacand I’ve been happy that other bloggers have written up their own.
The pitch policy has worked – more or less. I think I’m getting fewer bad pitches. When I do get one, sometimes I send a quick note back to the sender with a link to my pitch policy, other times I slap my forehead and hit delete.
The top reasons why pitches get deleted:
- They’re for events in TORONTO. Dear sender, I’m in Ottawa. And it’s written all over this website. Marketing people: do your research.
- They’re for products which aren’t a good fit for me (or you) and I couldn’t give a fig about: like presliced frozen pizza, on a new easy serve tray! Marketing people: do your research.
- The senders are angling for placement for their client, and not giving me anything in return. I get tons of emails about snazzy clothing, food, electronic gadgets, stuff for kids etc. I won’t write about it if I haven’t tried it myself. And you know what? I really don’t feel like giving big companies free advertising. Because if I wrote about it here, that’s exactly what it would be … hundreds and possibly thousands of dollars of advertising. Why would I do that for a corporate giant?
All these bad and misdirected pitches have made me jaded and cynical. It’s so rare that I receive a smart, fun and well-planned pitch that when I DO get one it makes me feel happy that someone is LISTENING TO ME and FINALLY GETTING IT.
Enter exhibit 1. This arrived in my Inbox a couple of weeks ago:
Hi Andrea,
My name’s R*** and I work on Mark’s at High Road Communications. I think you know E*** S***, who I work with, through the powers that be the Internet ; ) We’re holding an event I wanted to see if you would like to come out. We’re throwing a ReMark’s so some folks can check out the Fall/Winter 2010 clothing line and Mark’s innovations for staying warm and dry as it’s about to get chilly – even though it’s mega hot right now, you know it’s coming soon! : )
It would be great if you took a look at the invite I’m about to send you and let me know what you think and whether or not you can come. We’re setting up personalized, one-on-one appointments where you can try on pieces from Mark’s Fall/Winter 2010 collection and meet with representatives from Mark’s who can tell you about their innovations. Perhaps even more exciting, we’ll have a hair stylist, makeup artist and photographer in store to capture your complete Mark’s Over!
The invite also includes a questionnaire about your personal style so we can determine how Mark’s collection best fits with your wardrobe and lifestyle. We want to make sure the event is as perfectly tailored for you as possible. So, if you are interested in coming out, please take a moment to fill this survey out.
Please let me know if any you’re available to join us Wednesday, September 15 at the Mark’s store in South Keys (see the invite for exact address and directions). Would love to have you out!
Also, let me know you don’t want to hear about this kind of information or events from me. I don’t want to be a bother!
Thanks and hope to hear from you soon!
R***
Here’s why it’s good:
1) It’s a good letter. I really hate form letters. Especially ones that start with DEAR MOMMY BLOGGER. Form letters are the email version of a cold call delivered by a script-reading telemarketing person who interrupts your dinner. This is personal. The sender has taken a bit of extra time with this, which I appreciate and I feel warm and fuzzy within the first 30 seconds of reading it. The sender – a young lady – is personable and nice. I like nice. Extra points for good humour.
You know what’s really interesting? It probably doesn’t take too much extra time to write a personal note, and if it has good results, why aren’t all marketers doing it?
2) It’s an intriguing idea, with major social media cred. I have been dimly aware that Mark’s Work Wearhouse has been trying to change its image from one of lumber jackets and steel-toed boots to something a little more urban and stylish for men and women. They’ve been undergoing a rebranding of sorts, but I haven’t been inside a MWW (now known as MARK’S) for some time. I’m a curious cat who likes good clothes. So they’ve got me there.
3) They are offering me something fun: a personalized, one-on-one appointment where I can try on pieces from their Fall/Winter 2010 collection … along with a hair stylist, makeup artist and photographer in store. Hook. Line. Sinker. Good bloggy outreach almost always appeals to a blogger’s vanity. It’s true. We like getting special treatment: behind-the scenes, previews, snacks, screenings … these kinds of promises are like carrots in front of our noses.
Geez, the bunch of us who’re going to this event have ALREADY started talking/tweeting about it. This is marketing gold.
All in all, an excellent example of great blogger outreach. Don’t you think?
Anyway, I have to cut this particular rant short for now. My “Marksover” makeover is HAPPENING TODAY. I’ll be tweeting the experience as it unfolds and writing it up afterwards. So stay tuned for part two!
