BRANDS & YOUR BLOG: PART 1 (APPROACH)

img_4850Hello,

So Cassie Daves and I have been discussing this topic in secret and I think it’s the appropriate time to share my thoughts.

Since I started blogging I’ve been privileged to work with a substantial amount of brands, see them HERE. Both in Nigeria and internationally. With that, I have noticed a lot of difference in the business of blogging in Nigeria and abroad. Many of which are not favorable to Nigerian bloggers.

I’d be doing a series on this topic, and this is the first of three. Today’s topic is “Approach”. I hope a fellow blogger or brand would read this and effect some changes in their PR & business activities.


Many Nigerian companies approach bloggers for brand exposure (meaning they acknowledge your value & influence). However, the remuneration and manner of approach they bring to us sometimes isn’t the most encouraging. Let me give you a vivid example of a UK company that mailed me for partnership, Versus a Nigerian company.

UK COMPANY

“Hello Tosin, Trust you’re doing well. I’m Mark from xxxx company, We got your mail from the contact section of your blog. My team was doing an online round-up of Nigerian bloggers and africanismcosmopolitan.com came up. Your content is fresh and original which resonates with what our brand stands for, we especially loved your post on xxxxxx.  That being said, we’d be honoured if you’re interested in participating in our new campaign targeted at youths between ages 18-29. For now our company cannot afford to give cash compensations but is willing to offer you products worth £200, with an extra 10% coupon code for your readers. You’d be given the liberty to choose the products you want from our website embedded HERE.

Kindly let us know if this is something that would interest you. Our company & Campaign information can be found here & here, do not hesitate to reply this mail with any questions you may have.

Regards,

Mark Cumming( Marketing & PR)

NIGERIAN COMPANY,

Good day sir/ma,

Please find attached a press release for your blog, Our company xxxx is currently undergoing a new brand campaign, we have selected a number of bloggers in Nigeria, and you’ve been included. Kindly send your mailing address and contact number so we could send you a product from our new range. Otherwise you can pick up from our outlet at No. X, xxxx street, xxxx, Lagos.

You can reply this mailing address with any question you may have,

We anticipate your response,

Follow us on twitter, Facebook & Instagram

Kind Regards,

Toun Okoro ( xxxx company)


Notice the difference in the manner of approach. Both companies may/may not have a budget for this campaign, however if I were to do a free post/review/advert, the company I’d choose is clear. The first company did the following:

  • Addressed me with my name
  • Mentioned my blog and referred to a post (showed they went through/acknowledge my work)
  • Mentioned their target audience to show its in line with my readers.
  • Explained that they do not have a monetary form of remuneration currently.
  • Offered a substantial compensation, that could add value to me and my blog readers.
  • Left contact details and a website to learn more about them.
  • Asked/hoped if I’d be Interested, not assumptous.

WHEREAS THE NIGERIAN COMPANY

  • Referred to me as sir/ma.
  • Did not mention my blog or name (makes it seem impersonal or was a mass email request)
  • Did not tell me about their campaign or where I could learn more.
  • Said I was ‘included’ as though it was something I applied for.
  • Assumed I had an obligation to publish their attached press release.
  • Overall message seemed imposing, instead of coming off as a proposal for consideration.

To bloggers what I’m saying is this, These companies approached you for a reason, they felt you could add value to them some sort of way, hence you should be seen as an asset to their company. As a blogger you fall under advertising and media, which is included in their yearly budget.

What you spend your time, energy and money on you value. So when these companies approach you, see yourself as an asset as well.

Many big name firms would approach you, which truthfully is a great opportunity, but in business there is no charity. Partnerships favours BOTH parties either monetary or not.

So as a blogger do not say ‘ WOW Apple contacted me to review their new watch” Instead think like this “I’m glad Apple reached out to me, it shows my hard work, online platform and audience base is well valued”.

Point is this, don’t sell yourself short. Freebies won’t pay for your internet data, camera or domain name maintenance.

I hope this post communicates my thoughts well, I sincerely do not mean to sound abrupt, I just feel Nigerian businesses have a lot to improve on as regards their business modules and marketing efforts.

The next post on this topic would be on ‘Budgets and Fees”. The money aspect of blogging.

Please Feel free to share, drop a comment and ask questions below.

xoxo

Tosin.

This post is owned by Africanismcosmopolitan.com and parts or all of it must not be republished without prior consent of author, in cases where the post is being referred to, kindly link the blog name. Legal actions would be taken when otherwise.

44 Comments on “BRANDS & YOUR BLOG: PART 1 (APPROACH)

    • Oh that’s totally dependent on the relationship you have with your friend. I have friends that even if they offered to pay for a post I’d decline and do it absolutely free. However, I’m a strong believer in friends encouraging the business of their friends. If my friend owned a salon, I’d go there and pay, I wont expect a free hair do. But the decision is solely up to you. hope this helps.

  1. You spoke my mind!

    Sometimes, I give some emails an epic side-eye, I’m very sure the PR person must feel it where ever they are.

    Deola Adebiyi
    omogemura.com

  2. That’s the hustle for bloggers in Nigeria. In the end, it’s the place of bloggers to make these companies respect them cos really, blogging isn’t a joke. Bloggers put a lot into making their posts and if that attracts readers, then companies need to appreciate that. However, bloggers also need the companies to pick some of their bills.
    http://sotectonic.com

    • Thanks Oma for the comment, I Totally feel you @ bloggers putting work lol , the post picture above took me an hour to make let alone my data fees and the time used to edit and upload. But better days ahead xx

  3. This issue! I can imagine everyone is as tired as I am of getting those annoying mails. Thanks a lot for talking about it Tosin.
    Saw a post on Cassie’s page on IG and decided to come read about it. Trust me, I’m not letting go of this blog.

  4. Truth girl, I’m so glad I clicked this link. The PR approach needs to be worked on, a lot of work. They need to add a lil respect and not believe they are doing us a favour.
    It also had to do with the stage of blogging in Nigeria. Blogging is just now getting accepted in Nigeria, the full importance of bloggers is still being discovered. a lot of people are still ignorant of the work and time that goes into making a unique a online space.
    Divadiari.blogspot.com

  5. Even though i stilll consider myself new to blogging. I definitely understand everything about this post. Nigerians even relating to business lack good approach. This post needs to be shared so they work on it.

  6. Hi Tosin! This is my first time commenting but I’ve been an avid reader of your blog. 🙂 thank you for this topic! I’ve always been curious on the financial aspect of blogging and it’s refreshing to get an insider’s view. Keep up the good work!

    • Berry you are lying. I am laughing and just fell out of my chair. She should pay for the products and create a review? Thats like an absolute double negative. I think the difference in approach has to do with culture.

      First time here, very insightful post.

      http://www.pynk360.com

  7. Ha! On point! I love this! When I am not addressed by my name (or the brands blog I manage) I really just imagine they bcc’d my email address. Even when asked for an interview, in the middle of the letter there is no mention of the company’s name! That dampens the spirit jor. Thanks for sharing Cassie! You just made me realize that I am not just being irrational or petty. Hello Tosin!

  8. Pingback: BRANDS & YOUR BLOG: PART TWO (REWARD) | AFRICANISM COSMOPOLITAN

  9. Pingback: The Staying power, The First Mover Advantage, Linda Ikeji & The newest blogger - Elsieisy's blog

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