I’m back with another brand spotlight today. This week it’s the lovely Fran from Prezzy Box and we chat everything from blogger engagement to gift guides. Before we begin, make sure you enter my new giveaway for a chance to win 1-2-1 blog mentoring as it closes next week. You can also read all the past brand spotlights here
. Now that’s out the way, let’s get started…
Q: Tell me a bit more about your role with Prezzy Box? In what way do you work with bloggers?
I’m Fran, PR & Marketing Exec for online gift retailer Prezzybox.com. As a creative business my role literally goes from getting us in the press, to modelling our products and even chatting on the radio. We work with influencers on all types of projects, from reviews and gift guides of our products to hosting events and panel discussions for press and consumers, running competitions and newsletter partnerships plus so much more.
Q:We met at Christmas in July where there was a real mix of press and bloggers. How do you split your time between these 2 forms of media?
Times have changed for both press and bloggers, with lots of print press also having an online platform now, TV having catch-up online and YouTube, blogs and social media being read daily by millions we have to devote our time equally between the two types, but we do look for the most innovative influencers and outlets to work alongside and try to individualise time dependent on how we are working with them.
Q:What do you think the differences are in these 2 forms?
We find a lot of the time daily print press, TV and even social media can produce immediate results in terms of sales or visits to our sites. Whereas a blog or vlog is a longstanding piece of content that can see results gradually over time, or convince a person to return to our site after reading something 3 months previously for instance – it’s difficult sometimes to monitor but we understand that different audiences shop and engage in various ways.
Just one of the many adorable items on Prezzy Box…
Q:What kind of opportunities do you offer bloggers?
We are very tailored in approach depending on what relationship we have or want to create with a blogger. Openness to ideas is key and we have done everything from your standard product placement to unique events hosted by key influencers. We’ve featured bloggers within our emails, collaborated on product ideas, and even produced exclusive content for reciprocal exposure. We try to be creative thinkers – so if you’ve an innovative idea, feel free to share it!
Q:What do you look for in a blogger you work with?
Passion. Knowledge. Punctuality. Uniqueness.
Make a good impression and be enthusiastic, suggest fresh ideas or have a real knowledge about our brand and values plus the way that you could convey that to a reader then you will stand out.
Someone that’s compatible with our brand is a must, PLEASE don’t email me if you are going to call us Prezzy bop or even our competitors name and not even follow up with the link to the blog post. Also, make sure you know the basics, spelling mistakes and having really low stats but being super demanding will make you stand out for all the wrong reasons. So target brands that fit with your blog.
Q:Are stats everything? What stats do you focus the most on?
Should we step away from google analytics?
It’s not all about quality, it’s about quality too. Stats are of course an important part of engaging a brand with your blog, but it’s not all about how “influential” you are, as I’ve mentioned, your blog must sit well with our brand.
We want people who produce incredible content that captures the attention of their readers. You could be targeting a smaller readership but they might find it more interesting than a rushed piece of content that’s gone out the thousands.
The focus on statistics however is dependent on your main outlet, Domain authority is important for SEO purposes when linking back to us via blogs, but views on a YouTube video is important on that platform.
Q:Lots of PRs seem to be talking about ‘engagement’ but what do you consider good engagement? Is it likes? retweets? comments? How can a blogger ‘prove’ engagement to you?
Engagement for us is how invested people are with your blog and your advice regarding our products or services. Social media isn’t always trustworthy especially with sites like Instagram where people are buying followers or likes and bots can comment standard responses such as ‘great job’.
Whereas likes and views are sometimes more fleeting for consumers, unique comments and shares are usually apparent of those that are truly invested I the content. Or, if there is a link to our site that we can track then this suggests viewers are intrigued the product and have come to potentially purchase.
Proof can sometimes be how engaged WE are in a blog, if we like the appearance and write-ups on your blog then we see a value in it.
Q:Is it too early for bloggers to get in touch regarding Christmas gift guides yet?
This is the perfect lead time for Christmas gift guides – come November we’ve scheduled in most of our blogger collaborations and are thinking about Valentines!
Q:Do you welcome gift guide pitch emails from bloggers? What makes a good gift guide pitch inyour opinion?
Personally I hate it when I get a standard email for ‘I’m now working on my gift guides, please send x…’. What is different about your gift guides, why should a reader take advice from yours over another bloggers? Think outside the box. Last year I had someone feature two different watches from us and another retailer in the same gift guide (not as a comparison) just two watches, two outlets and little review or reason to buy either. We were disappointed.
Q:A question from one of my readers: When sending emails to Prs, is it helpful to include information on things like other publications we write for and about us? Or are you strictly looking for key stats?
Yes, it’s always fab to hear who you’ve been working with, maybe tell us more about those collabs and why they worked. Key stats is great, but we can mostly figure these out ourselves – we want to know about why we would be a good match!
Q:Are media kits helpful? Or do you prefer a more personalised email?
Media kits are helpful (so always keep one to hand) but I tend not to work off this basis, I am inundated with media kits daily and sample requests with no information on what they are intended for or when I will see the coverage. The personal approach is best.
Q:Finally, how can bloggers get in touch?
Simple, firstname.lastname@example.org, or any of our social accounts!