Bloggers have the power to publish their opinions and information to the internet and with a good following and decent readership traffic, they have a lot more influence than you’d imagine. They can promote causes, spread news like wildfire and even catch a thief so why is it that it’s super tough for a respectable blogger to find a corporate sponsor for a contest or event?
First things first, not all bloggers are created equal. For instance if a “monkey knife fight blog” wants to get the SPCA to sponsor an event, that may not be the best idea. However when a Vancouver blogger wants to promote restaurants and businesses in the city, what does it take to get a company to hop on board? For example, I’ve personally been told by at least thirty people that my (unsolicited) blog post recommendation to visit a certain butcher shop/deli turned them into faithful regulars of the establishment – score! Blogging equals links equals customers.
Recently I’ve been asked twice about finding a sponsor for an event. The first being CaseCamp, which you’d think would be an advertising exec’s DREAM. A packed house of marketing professionals all dialed into social media? What better way to get visibility. The second is Duane’s StartupWeekend. Dozens of tech-minded, career-driven entrepreneurs getting together to build a product or even a new company – why wouldn’t you want to have your business or product showcased for these people?
I know I had a heck of a time finding sponsors for my blogiversary contest. Without going into too many details about my site traffic per month (let’s just say it’s probably close to the population of White Rock), why wouldn’t companies want to get their name in there? It would be FAR cheaper than placing an ad in a newspaper and you’d get a) instant traffic to your own website and b) new customers, should people enjoy the product. Also if it’s as a part of a contest, we all know the benefits of a gift card or gift certificate; you get that person in the door and spending and they’re likely to come back and spend.
I’m grateful to Mount Seymour and the Vancouver Giants for embracing this and their openess to sponsor my past contest. Because of such, I feel even more encouraged to go to Giants games and to carve up Seymour. A positive experience with an organization can go a long way.
Now I don’t know the legalities of some situations – I don’t claim to know much about anything, really – and I personally don’t have any contests going on so this isn’t a plea for my own gain. This is pretty much just to find out… why not ? Why are companies so hesitant to sponsor anything to do with blogging when it could mean hundreds or thousands of hits to their website and have the potential for so many new customers (which we all know equals $$).
Leave your thoughts in the comments below. I’m looking for a little enlightenment and a bit of a discussion here although maybe we all just need to sit down and read the Social Media Marketing Playbook.