moving your travel blog from press trip to paid campaign
TRANSCRIPT
About us
Heather CowperHeather on her travels
@heathercowper
Gary BembridgeTips for travellers@garybembridge
For the 40+ UK Quality Traveller
@travelatormedia
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
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”
What are bloggers being paid for now?
% Bloggers been paid? Top 5 things being paid for?
Source: Travelator Media Bloggers Survey 2015
Yes60%
No40%
44
46
46
47
68
SEO Links
Press / Blog Trips
Advertising
Review Products
Sponsored Posts
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
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
How many will consider pay bloggers?
Yes56%
Not Sure26%
No18%
Source: Travelator Media Industry Survey 2015
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 DigitalPromo
BlogManage
SocialEvents
Source: Travelator Media Industry Survey 2015
Expert Advocacy Provide Corporate Content Manage Corporate Content
* Only 30% would pay for press trip editorial
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……..???
Digital / Marketing BudgetPR Budget
Advertising BudgetTarget your pitch here
Pitch where the budget is
Value beyond editorial
Campaign management |Finding the right bloggersPre-agreed deliverables | Results tracking |Additional Reach
#inSouthTyrolTravelator Media+
South Tyrol Marketing
#TasteLjubljanaThe Travel Mob +Ljubljana tourism #ANAByDesign - Paul Johnson working
with Nippon Airways
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 Jarosz501 Places working with Nat Geo Traveller and
ASEZA Jordan
High value visual content
Instagram | Photography | Video
Northern Lights Instagram TripLauren Bath +
Explore Inari-Saariselkä , Finland
52% said they would consider paying for video and 41 % for photo rights
Laurel RobbinsMonkeys & Mountains
for Visit Finland
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 BhattacharyaMust love festivals
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
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 FaulknerA Lady in London
working with Easyjet
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
Thankyou…..
To the 200 bloggers & 50 DMOs / brands who completed the surveysand 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
What you need to think about
IndustryWhat are they
willing to pay for?
BloggerYour creativity
Your nicheYour skills