LONDON: Brands should not approach bloggers with a "fait accompli" when reaching out to them, but should be open to co-creation and a more human approach, according to Coca-Cola Great Britain head of media relations Sarah Tuke.
She said that by engaging mom bloggers with the development of its "recyclometer" product, it made the tool "much better" than Coca-Cola could have without engaging mothers.
Speaking at Mumsnet's Mumstock conference on Wednesday, Tuke said that "the lesson here for me was the role co-creation can play – we didn’t go to those mom bloggers with a fait accompli or a finished product, we went to them with an idea and asked them for their feedback."
Tuke also argued that even though blogger outreach falls within the digital marketing sphere, marketers should never "underestimate the power of meeting face-to-face as a way of building a relationship with a mom blogger."
Marketers should also tailor their approach when reaching out to each individual blogger. Tuke explained that this was how it signed up blogger Tara Cain to promote Coke’s Work it Out calculator.
After researching Cain’s Sticky Fingers blog, Coke invited her to promote the calculator, which tells users the amount of exercise someone has to do to burn off the calories in a can of Coke, via a photography competition after discovering Cain was a photographer.
Cain said Tuke’s personal approach meant she went "above and beyond" what Coke asked of her and criticized brands that take a more generic approach.
"I can’t tell you how many emails I get that start with ‘dear blogger,’" she said. "Those go straight in the bin."
Cain cited research that shows mom bloggers receive approximately 90 generic emails a day, but they only go on to work with 8% of senders. In contrast, more personal emails have a 52% success rate.
The top three mistakes marketers make when working with bloggers are "expecting bloggers to work for free," "never getting back to a blogger after an initial reply," and "expecting them to review a product they have never tried or tested," according to the research.
Cain said she would not blog about a product she had not tried, and said not replying to a blogger is damaging for a brand, because bloggers are "sociable" people and will talk about the experience on social media.
This story originally appeared on the website of Marketing.