1. Set up an event in a nice hotel in London, with two strong brands
2. Decide to not pay them for their time, but instead to contribute to “part” of their travel costs
3. Send an email to 50 bloggers, telling them….
“Please find below an invitation to an event we’re holding next Friday (October 19) at ….. Hotel. XX wanted to get the 10 most influential bloggers together at an event in London to discuss how bloggers are working with brands and how we can all work together going forward, as well as offer the opportunity to find out all about XX and in particular XY as well as meet our sleep expert…..
Please take a look … and let me know if you’d be interested. This is an exclusive invite and we are limiting it to the top bloggers in the parenting sector only, hence my invitation to you. … We appreciate there will be a cost for you coming along and therefore are offering to cover partial travel cost.”
4. Make sure that you send the invites out over a few days, so that the bloggers feel like their on a tiered system – either List A, B or C. Because this will really upset the bloggers and make them feel like are fillers for the people who initially turned you down.
5. And finally, send as many emails as possible out on a Friday at 5.55pm, just as you are about to leave the office, so that the bloggers know you were the very bottom of their to do list before leaving the office. This allows a whole weekend for them to discuss your various emails, at length, all weekend long – criticising you – the PR agency and whether the brands know that this is how they are being represented…..
Can you think of anything that we’ve forgotten for this important how to? We don’t want anyone to get it wrong, do we? :)
PS. Image from the We Are Lucky team – because I thought it was a good photo to represent “showing the light”…. geddit?