CHRISTINE YEEContent Marketing. Writing. Social Media. SEO. Digital PR
Content Marketing. Writing. Social Media. SEO. Digital PR
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Mom Blogger Outreach - Store Grand Opening
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The influence and power of mom bloggers cannot be denied. They write content from their own experience on a variety of different topics from food recipes, DIYs, household tips and tricks parenting advice, product recommendations and their own personal musings.
Legions of other women often find this type of content to be helpful for their own lives. Thus passionate and dedicated mom bloggers are able to attract huge followings. When it comes to product and brand reviews, popular moms are not only able to share their message across a huge reach, their audience members trust and often follow their recommendations.
According to one article by PTPA (Parent Tested Parent Approved) media, 66% of moms attribute word-of-mouth as their most trusted source of information. 81% of U.S. consumers trust advice and information presented in blogs.
In 2012, BlogHer conducted a questionnaire study on 37 million readers and found that 61% of U.S. online consumers make purchase decisions based on information and opionions found on blogs.
A marketing site called Punch Bowl shares other interesting insights about the power of mom bloggers.
- In 2013, the number of mom bloggers was estimated to be about 4.2 million.
- On average, these bloggers mention brands as often as 73 times a week
- 60% of mom bloggers state that they regularly write about brands their either love or hate
- Established mom bloggers are able to achieve 20,000 or more views per month
Save-A-Lot and Mom Blogger Outreach Campaign
In 2010, I was hired by Los Angeles online advertising agency, Matrixx Pictures to help conduct and execute a mom and food blogger outreach campaign for their client, Save-A-Lot. Save-A-Lot is a nation wide discount grocery store chain owned by their parent organization, Super Value Inc.
Save-A-Lot opened two new stores, one in Dallas Forth Worth and Charlotte, North Carolina. The brand was interested in generating awareness for their grand opening events as well as placement on mom blog posts. There were two key challenges for this project:
(1) finding mom and food bloggers who specifically lived in these areas and could attend these opening events
(2) the relatively short time frame for securing attendance and working with bloggers to generate posts.
In addition to creating gift bags, Matrixx made it possible to supply discount coupons that the bloggers could share with their readers.
Due to the short time frame for this project, I focused primarily on the North Carolina opening. I provided initial support for the Dallas event and later handed off the completion of the outreach tasks to a team member at Matrixx
Identifying Bloggers
Although there were software tools designed to help identify appropriate influencers to connect with, they were somewhat limited due to our requirement for specific geo-targetted cities.
I found it to be a much more effective approach to manually comb through Twitter. Many of the geo-targeted mom bloggers I found were also connected to networks of other similar bloggers whom I was able to add to my outreach list of 200.
In addition to their location, other criteria that I researched included:
(1) Alexa rank
(2) monthly uniques
We used these parameters as indices of influence
Attendees at the Charlotte Store Grand Opening Event
I created a systemmized series of email correspondence to contact specific bloggers. This was designed to meet specific and timely milestones to secure a target goal attendance of ten writers at the Save-A-Lot Grand opening event in Charlotte North Carolina.
Placements and Buzz- North Carolina
Following the event, I used Radian 6 to locate blog and social placements that resulted from our outreach efforts. Here is a sample list of urls relevant to North Carolina and other pertinent information. (note: raw url addresses are provided since not all the posts are still live)
(1) http://www.mynctrianglemommy.com/2010/03/save-lot-weekly-ad-and-coupon-match-ups.html
3.24.10
Deals at SAL
(2) http://www.sisaver.com/2010/03/adventures-in-aisles.html
3.19.10
Post talks about what she found at SAL. She also has a main header tab specifically for SAL
(3) http://budgetsavingmom.com/2010/03/16/5-off-20-purchase-at-save-a-lot/
3.16.10
Post is about our targeted North Carolina cities
(4) http://www.savingadvice.com/forums/coupons/51994-5-off-20-purchase-save-lot.html#post254048
3.18.10
Post is by someone outside our office (Kimmie 628, Freebie Queen) who placed the link to the $5 coupon for viewers. She targets our 5 North Carolina cities
(5) http://twitter.com/sarahs_deals/statuses/10579519546
3.16.10
"Save-A-Lot food stores: Valid at 6 North/South Carolina Stores ONLY: $5/$20 purchase... http://bit.ly/bYQ36B 9:32 AM Mar 16th via Facebook"
(6) http://frugalfabulousfinds.blogspot.com/2010/03/printable-coupons-5-save-lot-coupon-and.html
3.12.10
This is Wendy whom we invited from Frugal Fabulous Finds
(7) http://www.afullcup.com/forums/publix/355812-new-save-lot-5-20-printable.html#post2807439
3.12.10
This was posted by someone outside our office. (LuLuBee). She shared a link to the Save-A-Lot $5 coupon in NC. It received 7 thank you's
(8.) http://aproverbswife.com/2010/03/5-off-20-save-a-lot-printable-the-carolinas-only.html
3.11.10
She posted link to our coupon/ 5 NC cities. She wrote that Coupon Mamacita sent her this link.
(9) http://couponmamacita.blogspot.com/2010/03/sav-lot-520-coupon-carolinas-only.html
3.11.10
She posted link to our coupon/ 5 NC cities.
(10) http://www.sweetwatersavings.com/save-a-lot-2.html
3.09.10
She posted the link to our coupon/ 5 NC cities. Her tagline is "coupons,deals, sales and freebies. Join me in my quest to save money."
(11) http://recipes.blogbel.com/2010/03/08/save-a-lot/
3.08.10
Post mentions Matrixx, Laura Glaser and the SAL event.
(12) http://www.thestate.com/2010/03/08/1191418/discount-grocery-a-hit-in-north.html?RSS=business
3.08.10
Title of post is "Discount Grocery A Hit In North Charleston."
(13) http://v1019.radio.com/2010/03/07/local-cookbook-author-will-saute-with-a-song-in-her-heart/#photo-1
3.07.10
Cicely Mitchell wrote another post. This one mentions the Save-A-Lot event, but focuses on Martha Cheves and her book. Title of post, "Local Cookbook Author Will Saute With A Song In Her Heart"
(14) http://www.facebook.com/posted.php?id=45013519948&share_id=350765812282&comments=1#s350765812282
03.06.10
posted a link on Facebook to the article about Save-A-Lot's popularity in North Charleston in response to the article listed above
"Discount Grocery A Hit In North Charleston."
(15) http://www.thecouponcupboard.com/showthread.php?s=f7a1dd889c605a42a3cbc4731a96a7e8&p=11265
3.6.10
User, Scorpio posted this "Valid ONLY At The Following Save-A-Lot Locations
Charlotte (Freedom Dr.), Lexington, Shelby, Kannapolis, Fayetteville, NC And North Charleston, SC
(16) http://twitter.com/CharlottePlaces/statuses/10075532557
3.6.10
RT @1037wsocfm SHELBY: We're coming to see you today. Rick McCracken is live at Save-a-Lot on West Dix... http://schmap.it/Rw0GH3?a
(17) http://twitter.com/1037wsocfm/statuses/10074737158
3.6.10
TWEET: SHELBY: We're coming to see you today. Rick McCracken is live at Save-a-Lot on West Dixon today at noon. We love... http://bit.ly/daP3tg
(18.) http://twitter.com/mkotcher/statuses/10036075117
3.5.10
TWEET: Barbecue Master: Save-A-Lot Foods in Charlotte Officially Opens http://alturl.com/mfyy (Mark Kotcher mentions Barbeque Master in Tweet)
(19) http://greatcooksblogroll.com/save-a-lot/
3.4.10
This seems to be duplicate of Martha Cheves' post. Like the one on Line 13, there is no information on who posted this
(20) http://obswhatsinstore.blogspot.com/2010/03/new-save-lot-stores-mark-opening.html
3.2010
Title of post: "New Save-A-Lot Stores Mark Opening"
This was written by Jen Aronoff who writes for the Charlotte Observer
(21) http://twitter.com/infoclt/statuses/9941614906
3.3.10
TWEET: RT @cltecondev: National discount food store Save-A-Lot opens Charlotte location http://ow.ly/1dSMd
(22) http://twitter.com/cltecondev/statuses/9941460888
3.3.10
TWEET: National discount food store Save-A-Lot opens Charlotte location http://ow.ly/1dSMd 1:27 PM Mar 3rd via HootSuite
(23) http://twitter.com/checkkers/statuses/11390144070
3.31.10
TWEET: GIVEAWAY - Win $15 GC to Save-a-Lot (2 winners) @bkeepsushonest @Savealotnc http://tinyurl.com/ybugfgz 4/10
(24) http://twitter.com/1day1dollar/statuses/11382873153
3.31.10
GIVEAWAY - Win $15 GC to Save-a-Lot (2 winners) @bkeepsushonest @Savealotnc http://tinyurl.com/ybugfgz Daily tweet thru 4/10
Categories: influencer marketing, digital PR, social media
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