Moving your travel blog from press trip to paid campaign
•Télécharger en tant que PPTX, PDF•
3 j'aime•4,631 vues
This presentation shares insights what's working in paid travel blogger campaigns and insights into what DMOs and travel brands are prepared to pay for. Presentation given at TBEX Costa Brava May 2015 by Gary Bembridge and Heather Cowper of http://travelatormedia.com
Recommandé
Recommandé
Contenu connexe
Dernier
Dernier (20)
En vedette
En vedette (20)
Moving your travel blog from press trip to paid campaign
- 1. Moving from press trip to paid campaign
- 2. About us Heather Cowper Heather on her travels @heathercowper Gary Bembridge Tips for travellers @garybembridge For the 40+ UK Quality Traveller @travelatormedia
- 3. What will we cover? Creating value that brands are likely to pay for • What bloggers are being paid for • What brands are prepared to pay for • What’s working in paid blogger campaigns
- 4. The Challenge “Typically we can attract press and bloggers with very significant reach Leading Destination Resort PR - and it doesn’t cost us additional fees. So I don’t know that we’d go down that route”
- 5. What are bloggers being paid for now? % Bloggers been paid? Top 5 things being paid for? Source: Travelator Media Bloggers Survey 2015 Yes 60% No 40% 44 46 46 47 68 SEO Links Press / Blog Trips Advertising Review Products Sponsored Posts
- 6. Look at media through their eyes So, when will brands be likely to pay?
- 7. Three types of media in travel PR “EDITORIAL” Content presenting the opinion of the publisher, writer, or editor ADs + “ADVERTORIAL” Content that promotes services but resembles an editorial in style and layout “CORPORATE CONTENT” Content created for a business’s existing channels
- 8. What did the travel industry say? “Like journalists, we never pay bloggers for editorial content ” PR Agency “For general participation in a press or individual visit we don't pay - but for campaigns and commissioned content, photos, videos etc. we would pay the blogger.” Tourism Board “I would rather see X level of editorial support in return for a trip, plus added-value advertorial campaign ideas on top” PR Agency Head
- 9. How many will consider pay bloggers? Yes 56% Not Sure 26% No 18% Source: Travelator Media Industry Survey 2015
- 10. 10 things they most willing to pay for? 54 54 52 43 43 41 39 37 37 37 Ambassador Talks Video Audio Articles Photo Rights Sponsor Digital Promo Blog Manage Social Events Source: Travelator Media Industry Survey 2015 Expert Advocacy Provide Corporate Content Manage Corporate Content * Only 30% would pay for press trip editorial
- 11. But where will the budget come from? “Bloggers need to be more realistic about their payment expectations. They sometimes give the impression that they think a client has an endless pot of budget” Tourism Board “There is a widely held misconception that brands have an abundance of funding, whereas often we have merely hundreds of pounds/dollars to work with throughout the year” PR Agency How should you tackle this……..???
- 12. Digital / Marketing BudgetPR Budget Advertising Budget Target your pitch here Pitch where the budget is
- 13. So what’s working in paid blogger campaigns?
- 14. Long term relationships Building relationships through editorial may lead to paid assignments
- 15. Value beyond editorial Campaign management |Finding the right bloggers Pre-agreed deliverables | Results tracking |Additional Reach #inSouthTyrol Travelator Media+ South Tyrol Marketing #TasteLjubljana The Travel Mob + Ljubljana tourism #ANAByDesign - Paul Johnson working with Nippon Airways
- 16. Expert content providers 43% said they would consider paying bloggers to produce articles for them Bret Love & Mary Gabbett at Green Travel Media working with International Expeditions Andy Jarosz 501 Places working with Nat Geo Traveller and ASEZA Jordan
- 17. High value visual content Instagram | Photography | Video Northern Lights Instagram Trip Lauren Bath + Explore Inari-Saariselkä , Finland 52% said they would consider paying for video and 41 % for photo rights Laurel Robbins Monkeys & Mountains for Visit Finland
- 18. Leverage the value of the content Advertise and promote | Microsites | E-books Iambassador for #CountrysideBritain with Visit Britain Family Travel Bloggers campaign Icrossing for Visit Wales Kash Bhattacharya Must love festivals
- 19. Engaging Traditional media Successful online campaigns cross over into traditional media Carol Perehudoff from Wandering Carol + Transat Holidays Becki Enright from Borders of Adventure + Marketing Greece Kirstie Pelling for #Poetinmotion for Go Lakes, Cumbria
- 20. Using bloggers as marketing partners Bloggers help promote a brand service or message Alexandra Jimenez, Travel Fashion Girl working with Visa Signature Sherry Ott, Ottsworld working with Club Carlson Julie Faulkner A Lady in London working with Easyjet
- 21. Brand Ambassadors 54% said they would consider paying for bloggers as brand ambassadors Dave & Deb from The Planet D for Discover Ontario Adventures campaign Caz & Craig Makepeace from Y Travel Blog for Tourism Northern Territories, Australia
- 22. Thankyou….. To the 200 bloggers & 50 DMOs / brands who completed the surveys and all those below who shared their case studies Wandering Carol Becki Enright Travel Fashion Girl Bret Love & Mary Gabbett Paul Johnson That’s us! Sherry Ott Duncan Rhodes Lauren Bath A Lady in LondonDave & DebCaz & Craig Makepeace Laurel Robbins Andy JaroszKirstie PellingKeith Jenkins & Melvin Böcher
- 23. What you need to think about Industry What are they willing to pay for? Blogger Your creativity Your niche Your skills
- 24. Heather Cowper Heather on her travels @heathercowper Gary Bembridge Tips for travellers @garybembridge For the 40+ UK Quality Traveller @travelatormedia
Notes de l'éditeur
- Conversation has moved from should brands work with bloggers to should they be paid… This session will talk about how bloggers can create value that brands are likely to pay for – based on our experiences as indivudual bloggers, setting up Travelator Media, survey we did with
- All companies look at (and approach) media in three ways. This is the way that in my 30+years of marketing and building brands around the world we would always refer to and budget for media coverage. The three are Earned, Paid and Owned. Using the example of Aruba, let me explain more: Earned Media. This is coverage gained from PR activities such as press releases and trips. There is no direct payment made to the individuals who create the content and so no direct influence on what they say and who they say it (in theory). Earned media is seen as generating “editorial” (i.e. content that represents the opinion of the person creating in – in theory without any control or influence from the brand). Of course free travel is a form of payment in itself! But that is a discussion for another session and time! Paid Media. Advertising is the main form. However, there is also what is known as “advertorial”. This is content where the brand is paying someone to create it – and they are looking for it be be done in a way that promotes in some way their product while resembling the usual editorial style of the publication. These are flagged for readers (or viewers) in some way. In the example here (although you cannot see it on the chart) it is billed as being paid-for advertorial. A blogger declaring they received payment or support to go on a trip would be the equivalent. Owned media is corporate content that is specifically created for their own channels or marketing materials. Such as the Aruba YouTube Channel and site shown here
- Only 30 % say would consider paying for press trip “editorial” content..