Friday, February 7, 2014

CLIA Webinar: Travel Blogs: what role do they play in a traveller’s decision making process?

Next week I am going to be running a webinar for CLIA (Cruise Line Association) about travel blogs and blogging.

This is what they said about the webinar in their mailing to their members: "Our 2014 series of Webinars is about to begin, and we encourage you to sign up. Join us next week for our first, which is brought to us by an expert on Travel Blogs, and will explain how to engage with bloggers, how to write a travel blog yourself and why it is important in engaging with your customers"

The title of the webinar is: "Travel Blogs: what role do they play in a traveller’s decision making process?"

I am going to be discussing and sharing the learning that I got on the topic from years of blogging and also the study that I did in partnership with TBU (Travel Bloggers Unite) for their Rotterdam Conference key note. The full report is also published by Think Digital Tourism as an expert white paper (Download a copy of "Creating Content for Travellers" here).

This is the keynote on the topic I did at TBU Rotterdam:




If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Thursday, February 6, 2014

Working With Bloggers

This week I ran a webinar for Think Digital Tourism for Tourism Antwerp about "How to work with Bloggers". This is a project that they got me involved in to share my learning from both the client side of working with bloggers and from my over eight years of blogging on travel and marketing.

The questions asked were the same key ones that brands always ask me when they are looking to work with bloggers and include topics like:

  1. How to find the right bloggers?
  2. How do we deal with the fact that bloggers are increasingly asking to be paid to work with us in addition to receiving the trip - which is something we are unable to do?
  3. How do we make more out of the relationship with bloggers and ensure we get more content and return for our investment?
  4. How do we build better on-going relationships with bloggers?
We spoke about and covered these and many more topics.

If you have the same questions and want to better understand why, when and how to work with bloggers to build your brand and business I can provide similar training, webinars and also have a book available to purchase on Amazon and Barnes & Noble on the topic.

It costs just $2,06 on Amazon USA and £1,25 on Amazon UK. You should also subscribe for free to my "Better Bloggers Podcast" on iTunes


If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Tuesday, December 17, 2013

"How to Find and Work with Bloggers" - A Guide for brands and bloggers by Gary Bembridge

I have just launched a new book on Amazon Kindle called "How to Find and Work with Bloggers". The book is designed to be an essential guide for brands and bloggers looking to build successful campaigns.

Delegates to New Media Expo, which I am taking at in January, are able to get a complimentary copy. The book sells currently for $2,99. Buy your copy on Amazon.

The following are the contents:

Part 1: What is a blogger?
Definition of a blogger
Journalists versus Bloggers

Part 2: Why Work with Bloggers?
9 Reasons to Work with Bloggers
What are Consumers looking for from Bloggers?
Why do Consumers Read Blogs?
Key Dislikes when Using Blogs

Part 3: How to find and select bloggers to work with?
Importance of Strategy, Objectives and Measurement Criteria
8 Marketing Objectives that Bloggers are Best Suited at Delivering
9 Main Ways to Find Bloggers
Selecting which Bloggers to Work With
10 Factors to Consider when Assessing Bloggers

Part 4: How to Successfully Work with Bloggers?
Key Challenges Facing Bloggers - and the Opportunities it creates for Brands
The Key Stages and Tips on Approaching Bloggers
Ways of Working with Bloggers
Features of Successful Blogger Partnerships
Contracting with Bloggers
Measuring Blogger Activity and Campaigns
Building Lasting Relationships with Bloggers

Part 5: Final Thoughts
Summary of Key Watch-outs and Areas to Avoid
10 Things to Remember when Working with Bloggers
References
Travel Bloggers Podcast



If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Monday, November 11, 2013

How Your Small Business Can Partner With Bloggers, No Matter What Your Budget!

Bloggers and Brands in a "Speed Dating" event arranged by TBEX at ITB Berlin
Allison Boyer (Content Director for New Media Expo (NMX), where you can connect with thousands of bloggers, podcasters, and other online content creators to help promote your business) writes exclusively for Marketing Unleashed:

How Your Small Business Can Partner With Bloggers, No Matter What Your Budge:

“I just don’t have the money for that.”

When I speak to small business owners about working with bloggers, this is the biggest obstacle I have to hurdle. No, it’s not the actual small budget. It’s the perception of the small budget. Small business owners think that they can’t work with bloggers unless they have a big budget. 

The truth is that no matter how much money you have, there are bloggers who will work with you. You don’t have to sponsor an entire press trip or pay thousands of dollars for blog posts in order to connect with major influencers. 

Here’s how:

Start by tracking where influencers are traveling.
Want to work with a top blogger but don’t have the means to bring him or her to your small town? You don’t have to pay for an entire press trip. Instead, wait until they will already be in town for another reason. That way, Joe Blogger can taste your cupcakes or go on a tour of your winery without costing you thousands of dollars in travel expenses you would have otherwise had to pay to get the blogger there.

How can you track where influencers will be? The easiest option is social media. Most travel bloggers (and influencers in other niches) talk about where they will be. Twitter is especially helpful; try searching for both your city name and the nearest airport’s code. This will give you a great indication of who is talking about your location (and who is likely in town). 

You can also search using your geocode. When a user has this Twitter option turned on, it tracks the latitude and longitude of tweets. You can use MyGeoPosition.com to find this information about your business so you can search for people tweeting nearby. For example, I used a business location near me in Norfolk, to find the geocode 36.8481620, -76.2917300. Then, I can simply search for relevant keywords using this geocode. 

For example, if I wanted to find food bloggers tweeting nearby to potentially invite to my bakery, I could search this string on Twitter: recipe OR baking geocode: 36.8481620,-76.2917300,100km – This will give you everyone tweeting the word “recipe” or the word “baking” within 100 km of this location in Norfolk. You can also opt to not include retweets by adding –RT to the string. 
Next, take it a step farther by tracking conference attendance.

Whenever a conference comes to town, this is an amazing opportunity to connect with tons of influencers at the same time. You might easily spend thousands of dollars to work with a single blogger. Instead, sponsorship at a conference allows you to spend the same amount of money, but connect with several bloggers over the course of a few days. 

If you want to work with bloggers, the best options are conferences that cater to bloggers. You can also look for events that bring people to town and are likely to attract the type of blogger that interests you. For example, if you provide white water rafting tours, a sportsman tradeshow might bring some relevant bloggers to town or if you have a small jewelry boutique, a fashion show might be what you need to connect with bloggers who want to right about your products.

Remember, always work with the conference in an official manner. Holding unofficial events (called “outboarding”) or distributing promo material without paying for a sponsorship (called “suitcasing”) are strictly forbidden at most events and could get you into a lot of trouble. You can read more on this topic here: http://tbexcon.com/us/2013/07/29/travel-blog-exchange-how-suitcasing-and-outboarding-harm-events/

Don’t forget the bloggers who live near you.
If you don’t have the budget to fly people to you, why not instead work with the bloggers who already live in your home town? It’s a common mistake to think that these bloggers aren’t as valuable, but in actuality, you’re missing out on a number of awesome press opportunities if you aren’t working with local bloggers. 

You can use the Twitter search method above to find local bloggers who are interested in your topic. These local bloggers can be some of your biggest fans, so give them special treatment! Even if you can’t afford to sponsor, invite them be your special guest when you have anything special going on with your business, give them free stuff with no strings attached, and do whatever you can to build relationships. 

After all, when others come to your city and want recommendations, the bloggers who live there are usually the first people who get asked. You want your business name to be the first thing on their lips. 

As you start working with bloggers, think about ways you can increase your budget, so you can start allocating money to sponsorships if it makes sense. Measure your results; you might find that spending $500 with an influencer in your field brings you more customers than spending $500 on a radio spot. For some people, traditional methods still work best, but make sure you test your results before you simply keep doing what you’ve always done. 


Bio: Allison Boyer is the Content Director for New Media Expo (NMX), where you can connect with thousands of bloggers, podcasters, and other online content creators to help promote your business.



If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Thursday, November 7, 2013

Creating Content Travellers Really Want: My Talk at World Travel Market London 2013


World Travel Market London: Creating Content Travellers Really Want from Gary Bembridge

These are the charts from the talk I did in the TBU London session at the World Travel Market in London that looked at "Creating the content that Travellers really want".

My presentation at WTM 2013 for TBU London was about creating content that travellers really want, highlighting some of the pitfalls and risks. I talk about the importance of bearing in mind that most people only travel once a year for an annual 2 week holiday - and what that means when creating content



If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Thursday, October 24, 2013

Tips and advice on partnering with travel bloggers - and why you need think beyond the press trip approach



I gave a talk at the Digital Tourism Think Tank's "Digital Tourism Campus Norway" about how to engage and partner with bloggers. In the talk I spoke about:

  1. What travellers really looking for in a blog.
  2. How to plan blogger partnerships - with a focus on when to use them and the new and emerging models
  3. How to get the most out of working with travel bloggers

Please take a look at the presentation above which gives detailed advice on all the issues....


If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Thursday, October 17, 2013

Gary Bembridge on "How To Edit A Podcast Like a Pro"

I was quoted in an article on the New Media Expo blog which gave a list of tips by podcasters on how to edit and make better podcasts. 

The article is called "How to edit a podcast like a pro" and it says "Podcasters, you’re in for a treat! Today, we have several top podcasters weighing in about a task that can be both time-consuming and frustrating: editing! The below advice comes from some of our NMX 2014 speakers who will be sharing their knowledge in the Podcasting Track and other NMX tracks."

This is my tip:



If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Wednesday, October 16, 2013

"Digital PR and Blogtrips" - My topic at Digital Tourism Campus Conference in Norway


I am going to be talking at the Digital Tourism ThinkTank's Digital Tourism Campus Norway event next week.

I am going to be exploring and giving advice and tips on the hot (and sometimes controversial) topic of why and how to partner with travel bloggers. I will share the content after the event.

The full topic content is:

DIGITAL PR AND BLOGTRIPS

15:00 – 16:00

Blogtrips are increasingly replacing the traditional FAM Trip, as PR departments are quickly wising up to the power of peer endorsement and the opportunities of working with bloggers to create amazing content. Gary Bembridge, a veteran travel blogging expert, will be talking about what travellers really want and how to plan, deliver and get the most out of working with bloggers.

This is how the event describes me: 

GARY BEMBRIDGE
MARKETING AND BRANDING CONSULTANT. TRAVEL WRITER, BLOGGER, PODCASTER, VIDEO MAKER

After 30 years global marketing experience as a Global Vice President managing and building brands for companies like Unilever and Johnson & Johnson, Gary is now an independent marketing and branding consultant helping build global brands. His main expertise is in Brand Strategy & Positioning; Innovation and Product Development; Brand Communication including traditional and new digital media; and the Development and Delivery of Marketing Training Programs and Processes. 

If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Tuesday, August 20, 2013

Why The Biggest Risk In Business Innovation Is Passing On Risk


The Biggest Risk Is Not Taking A Risk

I have written before about how the biggest risk to success is by passing on something that could have made the difference because you think it is too risky. 

This is something that, I believe, is one of the biggest barriers to innovation. It is especially a risk in large and successful companies. 

In large and successful companies there is a tendency to reward behaviours that are risk averse. They tend to reward behaviours which mirror things that have worked for the business in the past. Things that are comfortable and familiar to management and people through-out the organisation.

This leads to behaviour that I call being a “brand caretaker”. People managing the brands and business will focus mostly on optimising and making incremental improvements and adjustments. They will tend to be focused on how to make achievable improvements and incremental growth on today. They will become reliable and dependable managers. They will deliver steady and sure outcomes. 

However, they also will be responsible for slowly draining the business and brands of life by not injecting change and evolving the offer.

There is an insidious and threatening activity that will be going on within many organisations as a result. Unlike failures and flops of new ventures, products or extensions which will be highly visible and easy to measure, the desire to be risk adverse and optimising today will most likely mean that anything that looks to change, dramatically disrupt or reinvent the brand and business will not be looked at. 

That activity is passing on an innovation or new product because it seems different and unlike what is familiar and proven for the brand and business. 

Managers are generally not penalised for what they turn down or reject. They are only rewarded for successes, and punished for failures.

There are many examples one hears or reads about. Here are some examples:
  1. “American Idol” which has been a massive ratings and financial success for Fox TV in the USA. It was turned down by all the major networks as being too risky and unlikely to succeed. They ended up all having to try and imitate the success in the end.
  2. JK Rowling, author of the billion dollar “Harry Potter” series of books was constantly turned down by publishers who thought the idea of a 7 book series on magic would not work as did not follow the rules of child book. Finally Bloomsbury took the risk.
  3. At least 2 leading literary agents turned down the 2012 publishing sensation “Fifty Shades of Grey” by EL James for being too racy and different to what was selling for them.
  4. The Beatles were rejected by endless record companies.

There is a well known tale about a manager within IBM that had led a major initiative that had failed in the market. He reportedly went to the head of IBM to resign as he had assumed that his fate was sealed by the failure. The leader rejected that resignation saying that he had just invested millions in learning what had not worked, and he was not about to let him leave having invested into the employee. He was ordered to get back to work and figure out what to do with that learning to create a success.

Success for a brand brings with it huge, unfortunate and potentially fatal risk. The risk is that managers overly focus on what that success was created by or through. They then focus on how to enshrine that into the business. They focus on how to optimise and fine tune it. They tend to reward and focus on behaviours that emulate and retain it. Planting very often the seeds of decline and failure.

As I have written previously in ”You Cannot Win A Race Standing Still”, and “The Danger Of Focusing On Improving On Your Personal Best”, to ensure a vibrant and growing brand you have to focus on what you need to be doing to evolve, reinvent and adapt your business on the assumption that it will need to be different just to stand still. 

Summary.
  • It is very easy to turn down and reject innovation that is different to what has or is working for you today. 
  • Many businesses actually unwittingly reward and promote people who avoid risk and focus on optimisation and fine tuning the present.
  • However, your business is more vulnerable to innovations and approaches that are different. 
  • As managers tend to be punished for failures, they will tend to turn away from things that are unfamiliar. 
  • It is hard to track and measure people on what they did not do, or did not do. So people are never held accountable or penalised for passing on the next big thing.

Action.
  1. What was the “next big thing” that your brand or business missed out on? 
  2. Can you work out why you missed it? 
  3. What can you change to ensure the next big thing is not missed or passed on? 


If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

Sunday, August 18, 2013

Book My New Training Workshop: Successfully Partnering With Bloggers



I am now offering an important training workshop to help brands and PR agencies be able to understand and partner with bloggers. It is a training program that I have successfully developed and delivered for a number of clients, and I am now able to offer to new clients.


Training Workshop:
“Successully partnering with bloggers: The changing opportunity”.

Objectives of the course:
  1. Review the latest trends and best practices in blogger partnership.
  2. Identify an action plan to apply learning to your business.

Who the course is for:
Brand marketing teams and PR agencies looking to engage and partner with bloggers as part of their marketing and communication strategy.

Bloggers are an important source of advice, reviews and recommendation for consumers and have a proven impact on purchasing decisions. Bloggers are likely to grow in importance as the consumption of digital media grows at the expense of traditional print media.

This training workshop is designed to equip brand owners and PR teams with the latest developments, trends and an action plan for their business.

Key topics covered:
  • What are bloggers?
    • The difference between bloggers and journalists.
    • How bloggers make money.
  • Why you should partner?
    • Why people use blogs.
    • Reasons to partner.
  • When to partner?
    • The importance of the brand & communication strategy.
    • 7 main areas bloggers add the most value to communication programs.
  • Where to find the right bloggers?
    • The 4 best ways to find bloggers.
    • The 10 factors in assessing bloggers.
  • How to partner?
    • Emerging models in brand and blogger partnerships.
    • The key “Do” and “do not” when partnering with bloggers.
    • Contracting with bloggers.

Length: 3 hours

Maximum people per course: Twenty

Run by: Gary Bembridge

Gary Bembridge had over 30 years of global branding and marketing experience building brands at Unilever and Johnson & Johnson, before becoming an independent marketing consultant in 2012. 

His roles have included Global Vice President Marketing for Johnson’s Baby Care, Global Vice President RoC Anti-Age, Global Vice President eBusiness and also Global Vice President Marketing Strategy and Training. In the latter role he developed and rolled out the marketing processess and training programs for Johnson & Johnson Consumer.

Since 2012 he has been an independent global branding and marketing consultant, assisting clients such as Tate & Lyle, GSK and CLIA (Discover Cruises).

He has also been a blogger, podcaster and video maker since 2005 at http://www.tipsfortravellers.com and http://www.garybembridge.com . He also talks at major blogger and marketing conferences including New Media Expo Las Vegas, TBU (Travel Bloggers Unite) in Europe and TBEX (Travel Bloggers Exchange) in North America on blogging strategy and partnering with brands. He launched the Travel Bloggers Podcast in 2012 for bloggers and brands looking to partner with them to promote and educate on better practices for blogging and business partnerships.

eMail Gary Bembridge to discuss the training

If you liked this post, please share it on your favourite social media site using the sharing buttons. I would really appreciate it if you Sign up for the eMail Newsletter (Don't miss any future posts!), join my Marketing Unleashed Facebook Pagefollow on Twitter and/or Subscribe to the Podcast. Thanks

LinkWithin

Related Posts Plugin for WordPress, Blogger...