On targeted emails not blanket press releases

I spoke with a company recently who are interested in engaging with the parenting blogging community on the importance of sending out targeted emails rather than blanket press releases.

I was met with blank expressions so I went on to explain that bloggers are far more likely to engage with a company or a brand if they are contacted by name, rather than Dear Mummy Blogger, and if the email is relevant to them. That requires a little more thought that simply telling everyone about your latest range of baby food, when many of us are beyond the baby years.

Not all companies want to engage with the parenting blog community, but my experience over the last couple of years tells me that many of them do. So how do you ensure the email you are sending out is relevant to the blogger who are sending it to? Simple. Read their blog.

That’s exactly what the guys at Hill and Knowlton did. They spotted the post where I mentioned I’d forgotten those all-important batteries, so my niece couldn’t play with the toys I’d given her, and decided to send me some. So within days I’d received a set of Duracell rechargeable batteries plus a charger to ensure the problem never happens again:

If they’d sent out a blanket press release telling me about their client’s latest range of rechargeable batteries, it probably would not have been read. Don’t get me wrong, I do like being contacted by PR companies and have enjoyed some excellent opportunities this year, but in the run-up to Christmas, like many bloggers, I’m finding myself inundated with so many press releases that I simply can’t read them all and most aren’t relevant anyway.

Hill and Knowlton didn’t ask for coverage. They didn’t follow up the gift with a press release and offer of images to support my post; they simply sent me a product that was relevant to me, having read my blog.

Batteries may not be the most exciting product in the world, but when your television remote dies a death as ours did at the weekend; suddenly they become the difference between watching the X Factor Final and staring at a blank television screen. Some might say the blank television screen would be far better entertainment in this case, but you get my point.

Now for that massive house in the country complete with butler, chef and indoor spa that I‘ve also forgotten to buy …

Comments

[Alexander residence]

He he! The bit about x factor made me giggle! Great approach. So you're all set for Christmas viewing now :)

[Emma]

This is the kinda relationship I like with PR's and the kind that makes me want to talk about the brand they are representing. :)

[jfb57]

I agree with you about PR firms doing a bit of research. It doesn't take much ready (my strapline for instance) to see that I am not a mum of a baby!! I would love to work with more PR firms & obviously having both blogs I can link between parents & education but I get very few offers that are appropriate for either. :(

[Rosie Scribble]

Can you imagine the horror if the TV remote ran out of batteries mid-Christmas viewing?! It would like the Internet crashing and being left to survive without Twitter!!

[Rosie Scribble]

Hi Julia, quite a few PRs have read this post so you never know. That said, I would highly recommend putting something on your site (or both sites) saying that you are happy to work with PRs. Perhaps set up a PR/Advertising or Reviews page saying that you are open to offers. I've suggested that to quite a few people in the past and it seems to have worked. :)

[Rosie Scribble]

It's exactly the way to do it. The relationship can be mutually beneficial if time is taken to build it up, as you know. :)