I am very lucky to have relationships with some amazing companies and brands — but to get there, it’s been a long journey with a LOT of frustrating dead ends, and even now, I work very (very very very) hard to try and make working with me a positive experience. Not only for me, but I’m keenly aware that what I do affects the entire blogosphere…it only takes ONE bad blogger to ruin things for the rest of us.
So I thought I’d share some of the things that I have learned about finding, approaching, working with and keeping a relationship with people who can sponsor your work and travel.
This seems like it would be the easiest — but it’s tricky! As hard as it may be to put into practice, I strongly urge you to reach out to people that you already have relationships with.
- Who do you “talk” to on Twitter and Facebook? Ask the person who the best contact is when it comes to submitting sponsorship proposals. Don’t just send or post a link to your “ask.”
- Get to know the brand as much as you can, and also get to know what works best in terms of contacting the decision-maker. Do they prefer emails or phone calls? Have they sponsored other bloggers for previous events?
- Make sure that the brand is not already sponsoring the event you are hoping to attend — it’s not only silly, it’s disrespectful to the event organizer, who has spent a lot of time working with the brand to secure the funding.
- Before you approach any sponsors, be sure that you know the “rules” for sponsorships. Some events don’t allow bloggers to hand out swag, wear sponsor gear, etc., so find out the guidelines first!
Ahhh, crickets. The most critical step and the one that presents the most obstacles. There is an art to this — and the #1 tip? BE YOURSELF. And follow all of the kindergarten rules: Be nice. Don’t lie. Keep it short and sweet. If the answer is no, say thanks and walk away with a smile. Don’t pester people. Don’t beat up on yourself if it takes longer than you’d like.
- If it’s the very first contact OR the very first contact when it comes to asking for money, keep it very professional.
- Example:
Dear REAL NAME HERE NOT TO WHOM IT MAY CONCERN PLEASE HEED MY ADVICE,
My name is ABCD and I have a blog called “EDFG” (http://yoururlhere.com). I blog about Topic 1 and Topic 2, and I would love the opportunity to talk to you about some upcoming projects that might interest you and COMPANY HIJK. I’m a big fan of your product (in fact, I posted about it on my site here: http://yourlinkhere.com) and I also appreciate the work you’ve done with social media — it’s great to see brands pulling back the curtain and showing the real people and stories behind the company!
I will be traveling to the CONFERENCE NAME HERE on DATE HERE, and I think that I could be a great ambassador for your company at the event — I have references to share and would be happy to send you my media kit and a list of some ways that I could help you with your marketing goals. I’ll be interacting with hundreds of bloggers, all of whom are in your target audience, and since I’m passionate about your company, I’d love the opportunity to let people know about all that you have to offer.
Please let me know when you might be available for a 10-minute phone call to discuss details!
- Have an updated Media Kit (your latest social media reach, blog page views, etc.) along with specific package offers. But don’t send that in the first email. Send it once the company indicates interest in working with you — otherwise it’s waste of both of your times. And please don’t just send the same package offers to everyone. If you want these brands to spend their money on you, you owe it to them to take 20 minutes and craft a pitch that helps the company. So think about the things you can offer — blog posts? swag giveaway? demonstrations? — and break the packages down into 3-4 options.
- Example: $100, $200, $300, $400, $500 packages; also include one exclusive sponsorship that can go over $500, but make it an awesome deal — give the brand some spectacular benefits for sponsoring you at those higher levels.
Once you’ve gotten to the point where you’re negotiating either the price or the specific details of what the partnership will entail, PLEASE PLEASE PLEASE draft a contract. (This is where I should remind you that I’m not a lawyer and unless you consult with a lawyer, this contract may not be legally binding. Proceed at your own risk.)
The contract can be super simple — a paragraph explaining the overall project (Blogger X agrees to represent Brand Y at the Conference Z, demonstrating the product, handing out samples and helping increase awareness about Brand Y’s service).
Then, I’d include a series of bullet points or numbered tasks.
1. Blogger X agrees to wear Brand Y apparel on Days 1 and 2 of Conference Z.
2. Blogger X agrees to hand out product samples, provided by Brand Y, and answer questions about said products.
3. Blogger X agrees to represent Brand Y with passion, integrity and professional conduct.
4. Brand Y agrees to fulfill the financial terms of this partnership, as stated below:
a) Brand Y will pay 50% of the contract at least 14 days before the start of Conference Z
b) Brand Y will pay the remaining 50% of the contract within 14 days after the end of Conference Z
Even if you have a friendly, casual relationship with the brand, please don’t skip this step. It protects you both and helps cut down on miscommunications.
Go above and beyond. If you have promised 2 blog posts and Twitter and Facebook updates, do 3 blog posts, put a badge on your site and do routine social media updates with pictures, hashtags, etc. Let the brand know that you’re NOT just in it for the money…that you really do want to help them meet their goals.
Be available and visible. Let the brand know that they can contact you at ANY TIME, even during the conference. And do absolutely everything that you said you’d do in the contract. If there is an issue, call or email the brand ASAP and let them know. This is a job — you don’t get the money for free!
If you have taken my advice and gone over and above the contract, it’s likely that the brand will be enthusiastic to talk to you about how things went. But don’t let it stop there. I always send a final report to my sponsors — including pageviews or other appropriate analytics for posts, screenrabs of any activity related to the sponsorship, pictures of people holding up the samples, etc. I sometimes even ask for testimonials from people at the conference (“I was so excited to try Product ABC and it was great that Blogger X was there to help show it off!“).
I ask: “Was there anything else that you were hoping to get out of this project? Is there any way I can help follow up on any leads you might have gotten from this conference?” And if the answer is yes, and it’s easy for me to do, I do it without any extra charge.
More likely, the brand will love what you did and want to know what the next step is, so I like to send a new proposal for ongoing work with that brand. Again, using bullet points for specific tasks and goals, with pricing options to choose from.
Once you have that relationship, treat it as if it’s fragile. If you want to approach the brand about future sponsorships, start at the very beginning — and don’t over pitch. Be very, very selective so you don’t burn your bridges.
- I can’t tell you how many calls I’ve made that have been un-returned, how many emails have gone unanswered and how many times I’ve heard the word “no.” It may take you 10 rejections before you even get a bit of interest. So keep trying, and be patient.
- The earlier you start, the better your chances. Brands don’t want you to come to them 2 weeks before and event begging for money. Remember — it’s not about what you need. It’s about what you can offer.
- Asking for money is a bit like selling your house. You can’t ask for what you want; you have to ask for what the market allows for. So be very, very honest when assessing the value of what you’re offering to do, and make sure that your proposal fits that value. Don’t ask for the number that will cover your costs. Ask for the fair market value for the work you’ll be doing.
- If it feels wrong — even after all your hard work — walk away, politely. No amount of money is worth selling your soul. And if you do something that goes against your ethics or your gut feeling, you’ll suffer (and so will your readers and the sponsor).
About Katy
Such fantastic advice! I’ve bookmarked this page to refer back to. You rock.
Amy,
I’m so glad! Let me know if you use any of the advice
THANK YOU! I just started my blog in March and I am still figuring out the business side of it. This really helps.
YEAH for new bloggers! It’s a learning process, but stick around — I’m doing a series of posts (and a presentation at Healthy Living Summit) on making money from blogging.
Wow, Katie. This is just what I needed. While I’m still at an early stage with my blog, this is exactly what I will reference to if and when the times comes. Thanks!
I’m so glad! That’s why I do these posts — to teach people the stuff that it took me forever to learn
Just noticed the incorrect spelling of your name above! Sorry, Katy!
Thanks for sharing this with us. As usual I found your post really informative and a great resource for a blogger like me!
Is it weird that I read this and got heart palpitations? I think I DO want to bring my blog to the next level at some point, but realizing how you REALLY have to put yourself out there (you can’t just look cute behind your blog!) is a reality check for me. As always, thanks for your input and sage advice.
Let me know if you ever want to get together and I can give you some in-person tips! You have such a great blog — it only makes sense to get even more back from all the work you do.
This is a fantastically helpful post, Katy. THANK YOU. Seriously. This is going to be a page I reference back to for sure, as I would lovelovelove to be able to expand into brand partnerships and whatnot moving forward. You rock!
wow, katy! your posts are always so incredibly helpful. i think i have most of them starred in my google reader for future reference. thanks again for this extremely helpful & informative post!
Wow, I didn’t even know this is something a blogger could seek out! Thanks for the great post Katy!
You bet! And now that I see there’s so much interest, I’ll keep posting about ways to reach out to sponsors and partners.
This is great, thanks Katy for another insightful post.
Wow Katy! What great advice! I am totally bookmarking this and will absolutely be coming back over and over again to re-read it. Thanks so much for sharing!
Fantastic advice! I would not have known how to go about this. Thank you for the awesome tips!
AMAZING. I’ve been wondering about how all of this works…
You are such a great ambassador – thanks kAty
Happy to do it! Thanks for being such a great commenter
Katy, this is great, thank you so much! I was wondering, however, can you give us some more specific ideas on what might be included in a smaller sponsorship package vs a larger one?
Thanks!
Cara,
Great question! I’ll work on a new post with some suggested packages and/or benefits to offer. Each proposal needs to be heavily customized, depending on the brand’s needs, but I can certainly give you some ideas!
Fantastic information. I’m definitely going to keep this in mind if I dare contact a company about sponsorship. Thanks for the help!
Thanks for posting this, Katy. I was falsey under the impression that you had to be contacted by a company to have any sort of chance at sponsorship. Now, I know that it works the other way around!!
I had that saaaaame impression! Wow, i feel like a whole new world is opening up to me… You’re awesome, Katy!!
Katy,
I’ve recently been approached by website companies (like Foodbuzz, etc) wanting me to be a Featured Publisher & such. Is this the same advice you would use for things like that? I’m confused about how it works and why I would want to let them advertise on my blog, what rules might tie me down to them, etc. Any help you have would be great!
Hi Amykinz!
You might want to check this post out:
http://katywidrick.com/2011/06/08/money-the-ultimate-hornets-nest/
I think it answers your questions, but if not, please let me know! I’m doing a presentation on making money from blogging at the upcoming Healthy Living Summit and want to be sure I answer all questions.
Currently reading through all of your posts, as per usual, and LOVE this one. I do have a question though-is it OK to submit to a company if you have very low page hits? And also, have you (or could you?) do a post on how to increase your page hits? Knowing you, you’ve probably already done one so I’ll keep searching
Hi Katy! I am SO glad @mealsandmiles recommended your blog to me — it’s unbelievable. I do social media for work and love all things health, food and fitness related, so your blog is the perfect combo of my obsessions!!
After reading this post as well as “Money the Ultimate Hornet’s Nest” I have a few questions. To be involved in an ad network, what is considered a LOT of traffic? Also for private ads, what type of traffic do you need before you reach out to companies to advertise?
Can’t wait to read more. Thanks much!!
@CaraBarone@MealsAndMiles I’m so glad, too! I would love to hang out the next time I’m in Tampa, or the next time you’re in Orlando. Any chance you’ll be coming up for rasalilafest in September? Meghann and I are sponsors.
I actually got this same question from Raya, so I think I need to do a complete post. I’ll do some work on what levels you need to reach to be attractive to companies (although, spoiler alert: traffic is important, but not as important as how hard you’re willing to work!)
@CaraBarone@MealsAndMiles I’m so glad, too! I would love to hang out the next time I’m in Tampa, or the next time you’re in Orlando. Any chance you’ll be coming up for rasalilafest in September? Meghann and I are sponsors.
I actually got this same question from Raya, so I think I need to do a complete post. I’ll do some work on what levels you need to reach to be attractive to companies (although, spoiler alert: traffic is important, but not as important as how hard you’re willing to work!)
@kwidrick I would love to hang out as well! I have to admit I never go to Orlando, but am willing to change that! I want to meet up with the girls form ampdculture as well, they’ve really helped me get started!
I haven’t committed to rasalilafest b/c I’m torn between that and a FSU game:) We’ll see though. Thanks for your help, I’ll look for your next post on this. And I’m willing to work!
@kwidrick I would love to hang out as well! I have to admit I never go to Orlando, but am willing to change that! I want to meet up with the girls form ampdculture as well, they’ve really helped me get started!
I haven’t committed to rasalilafest b/c I’m torn between that and a FSU game:) We’ll see though. Thanks for your help, I’ll look for your next post on this. And I’m willing to work!
Reading this after the email I just sent you. Helpful!!
And also, have you (or could you?) do a post on how to increase your page hits? I haven’t committed to rasalilafest b/c I’m torn between that and a FSU game:) We’ll see though. YEAH for new bloggers! your posts are always so incredibly helpful.
Hi Rachelle!
You are so sweet — I’m always happy to help! And yes, I’ll try and come up with some guides on increasing page views. It’s really all about combining some of the other stuff I talk about (SEO, building community, creating unique content, etc.) but it’s worth pulling together.
Hi katy
i just started a new blog and am building it slowly. I love your creativity and feedback on all marketing related, it has been very useful. I am wondering if you would mind sharing a full contract with me as I am trying to cover everything. Simple, short, no long one needed.
Thanks a bunch and keep up the wonderful work in here!
Sasha — emailing you now!
Thanks for this post! I’ve book marked it for future use! I’m a very new mom blogger trying to make my way in the blogging world…slow for sure, but I’m working to build my traffic and I am hoping to obtain sponsorship in the future. I’ll definitely be following your blog as I am also working towards my goal of completing my second triathlon this summer! (We have a ton in common!).
Thanks again!
Stacey