How to host a successful blogger event

As PR execs by day, and blogger babes by night, we’ve attended our fair share of blogger events. Some have been amazing, some have been… well, we’re not going to name and shame but a bowl-full of cubes of vegan cheese does not a blogger-buffet make, thank you very much!

But what are the key elements to hosting a successful blogger event? We took to Twitter to find out what us bloggers love, and hate, about these elusive networking soirees, and have put together some tips to make sure yours is the business.

Have a clear objective from the beginning

Blogger events might seem all prosecco and photo-ops, but it’s crucial that you have clear KPIs from the beginning – otherwise your attendees aren’t going to know whether they’re coming or going. Just under 50% of our bloggers said that they weren’t clear about the brands objectives before they arrived at the event – and whilst you do need to give your attendees the freedom to cover it in their own style, it doesn’t hurt to give a bit of direction.

So, how can you relate your objective to your bloggers? Well, first you need to know what it is yourself. Is it a brand awareness campaign? Is it a link building exercise? Are you hoping to get some killer images that you can use across the brands social? Once you’re clear on this, you can start thinking about how you want your bloggers to work with you.

Tempt people to come

Once you’re clear on the reasons for the event, you’ve got to get some bums on seats. After all, a blogger event without bloggers is just you sitting on your own drinking prosecco – which we’re not against AT ALL, but it’s not going to get you that promotion you’re angling for. We asked our bloggers what expert-led perks would tempt them into turning up, and the idea of a hosted blogger masterclass took the lead by far:

But, let’s face it; unless you’re desperately keen to learn how to make your own pizza, or apply your own Halloween makeup, you’re going to need a little je ne sais quoi to seal the deal. So we got down to the nitty-gritty:

As you can see, it’s an even split. Discovering new brands is self explanatory – after all, they’re here to discover you! Networking is also pretty easy to direct – the more bloggers you invite, the more chances they have to mingle. But what about the other two? Let’s take each one individually and see how you can optimise your blogger event to cater to everyone on the guestlist.

Make your event Insta-worthy

Bloggers love a photo-op, I mean; who doesn’t. So, you want to make your event as photogenic as possible – after all, more pics = more posts, which = more awareness and ultimately more praise off your boss on Monday.

We asked our bloggers what made the best photo-ops for them, and it was a dead split between good aesthetics and designated photo-op areas.

Obviously, if your event is the launch of an Instagrammable bar, you’re pretty set. But if not, you might need to get creative. Some of the best DIY photo ops we’ve come across include:

• Flower walls (makeshift or bought)
• Photo-booths
• Balloons (lash them errrrry-where!)
• Fancy cocktails (because who doesn’t love a pic holding a work of art)
• Prop boxes

Don’t forget, you want to be able to find all of these killer images tomorrow, so supply your bloggers with the brand’s social @’s and a clear hashtag at the beginning of the event. Hashtags should be short and catchy, so feel free to have some fun with this!

Provide freebies

When it comes to blogger events, freebies come in two forms: food/drink or goodie bags. Ideally, you want to provide both… but let’s look at each in a bit more detail:

Food and drink; the key to everyone’s heart. Let’s just call a spade a spade shall we; a full blogger is a happy blogger, and a tipsy blogger is a more-likely-to-go-heavy-on-the-promotion blogger. So, now we’ve established keeping your attendees fed and watered is key, how can you utilise this food and drink to your advantage. Well, branding. If you’re providing cupcakes, brand the fuck out of them. If you’re offering up mini burger, pop a cute branded flag in the top. If you’re plying them with cocktails, why not create a signature one that represents your brand. The possibilities are endless.

Freebies; these can be a bit more difficult for PR’s to navigate, as they don’t usually fall within the event budget. But, they do have their merit. Sending tipsy bloggers home with a decent goodie-bag after a great event will, nine times out of ten, result in a ‘blogger haul’ of the items, and often further coverage as they use/wear/eat each item over time.

Give your guests a +1

I know, I know; you’ve lined up food, drink and freebies for your guests – they can’t possibly want anything else off you. But whilst it might seem that everyone in the blogosphere knows each other, they’re still only human – and getting dolled up to head off to an event alone can be really intimidating. 50% of our bloggers said that a lack of a +1 would stop them from attending, so keep this in mind when you’re thinking of numbers!

Follow up

You’ve planned your event, people have shown up, it’s time to put your feet up and reap the rewards – well, not quite. A grand total of absolutely fucking none of our bloggers said that brands always follow up after an event, but the question is why? Following up to see if your attendees had a good time not only keep the event at the forefront of their mind, (and avoids you having to send an awkward “errrrr, so where’s the coverage” email a month later) but it’s a great way to get some feedback to make your event even better next time, and keep your attendees feeling loved.

So, now you’ve got the insider info, you’re ready to go and spread your wings and host the best blogger event of your life. Just, make sure to send us an invite, yeah?

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