I was at the Kellogg’s breakfast on Thursday and as the conversation flowed around the table, I was trying to work out why I felt differently about this brand event and why, suddenly, I was feeling excited to be there and talking with the Kellogg’s representatives.
It was the communication.
You see, Kellogg’s was interested in having their message heard and talking to bloggers, but more than that, they wanted to hear back from us. What made us think the way we did, why we did or didn’t like things and how we approach breakfast time, our families and our blogs.
This is the part of working with bloggers that it feels like a lot of companies are missing.
The Kellogg’s event was a huge success for me. There we were, sitting around a table together, talking, discussing and having Kellogg’s listen in return. That kind of involvement is priceless. Even as the morning drew to a close, we had a lot of things left to say and the discussions probably could have lasted another hour, without me getting bored.
I get a lot of PR pitches in my email, a good portion of them that are just press releases. I am never quite sure what I am meant to do with them and when I’ve asked the contact person what exactly they want from me, I get a “We thought you might like to pass it along to your readers.”
“HERE’S OUR MESSAGE, REGURGITATE IT FOR US.”
I have opinions and I like to talk about why I think the way I do and I like it even more when the brand I am talking with stops and listens. I don’t like being talked at, or having to wade through a brand message to work out what they want from me.
Other bloggers no doubt feel the same way. Communication and brand work are a two way street and it’s unsettling to realise that a lot of brands just want to dump a message in our lap and run.
I don’t want to work like that – I want to build relationships and work with brands who are as interested in hearing from me, as I am from them.
There is a certain level of excitement when things come together and I’m left feeling the potential of a situation and what it might bring. I left the Kellogg’s plant feeling excited about working with them and what the future might hold for brand work when it’s done well.
Because of how Kellogg’s approached us, as mums and bloggers, it made me want to work with them, and promote their products and tell people that yes, Kellogg’s is a great company to be talking with and buying products from.
I didn’t feel like I’d been talked at, or taken advantage of, or used to promote a message to my readers. I felt like my opinion was valued and that maybe, our opinions there on Thursday actually mattered to Kellogg’s.
And really, that can only be a good thing.
[L-R My Mummy Daze, Goog Googs, Diminishing Lucy, Me! and Hear Mum Roar]
Thanks very much to Kellogg’s, DEC Communications and Louisa at Brand Meets Blog for organising everything.
Fabulous, Veronica. You’ve said exactly what the majority of us are thinking. That relationship and that communication are the keys to a brand’s success. I’ve had this experience throughout my journalism career and have always been willing to push and promote the messages of those brands which are willing to listen and work on idea WITH me!
I think brands need to remember there’s a huge difference between traditional media and mummy bloggers.
PS. Gorgeous photos.
Thanks for sharing Veronica. It is great to hear that a company as big as Kellogs is listening, and are keen to promote a relationship betweem themselves and bloggers.
It is great that they understand that there is a difference between bloggers and main stream media.
Bravo for Kelloggs!
I’m very impressed by their personalised Cornflakes boxes too.
Someone in their midst is switched on.
🙂
I agree…totally. xx
Ditto. Talk with us, work with us. Don’t just tell us stuff.
You’re so right, Veronica. I have to admit, at first, I was caught off guard, but in a good way; like you, I get a lot of pr emails everyday, and it’s very rare for a brand to actually ask me, a mother, what *I* want or am looking for. As a mum, I’m not used to hearing a brand treat me like my thoughts, desires and opinions matter. Usually, it’s about what you can do for them.
I LOVED being able to express a few things I felt quite passionate about, especially on the topic of sporting ‘heroes’.
All in all, it was an absolute pleasure.
it is about time that some of the Aussie PR firms have caught up with the Americans.
I was courted by a few US brands, alas tyranny of distance meant that it couldn’t eventuate but I found them amazingly switched on about how important social media and blogging has become.
I am yet to experience dealing with brands but this has given me an insight into them and will think before I agree to work with/for a brand, if the chance ever comes.
Like any good relationship two way communication has so many benefits and creates a much more vibrant and rich dimension than the alternate.
Well written.
I don’t object to companies contacting me (I think it’s great) but when I just find PR releases in my inbox, I tend to delete them after a quick skim read.
Well done Kelloggs. I’ve read so many positive things about them.
Oh and I love seeing what you girls look like in real life and not just a profile pic!
I definitely agree. I think bloggers are all about building relationships and value so it makes sense this is the kind of interaction we need to be having with brands. I need to know and trust you in order to help promote your message.
Well said, Veronica. It is so good to hear that a company out there is interested in communicating with (not at) bloggers.
Hey Veronica, good on you all for going and I am glad you all had a good experience too. I think the fact they have chosen everday mums, is awesome. I think the days of asking celebrities to comment on products is dying, I think this was discussed on Gruen Transfer. Anyway, its good to know a big company is finally working it out!!! I also think more companies should be doing this rather than relying on market research alone. Bloggers offer much more and a wider reach in the community.
yes! that’s exactly it…. I felt the same way after the Melbourne brunch! Sometimes PR events feel like a giant sales pitch, and I feel I’m only there in the hope I will repeat their message. But this was certainly different! Different, respectful and exciting!
Well said Veronica, couldn’t agree more!
Sounds like it was worth going to, well done Kellogg’s for leading the way!
I am (hopefully) going to the Kelloggs Brunch in Brisbane tomorrow. So looking forward to it!
Well I must say,
you were an outstading Ambassador for a paid product. Please explain why you of all the other bloggers had the least “airtime”
dress sense maybe???
No, there were a few other bloggers who hardly got any airtime at all. If I were Veronica, I would totally have punched the others out of the way to get to the top. That is what mummyblogging is all about … free shit, and punching your opponents. It’s a nasty, dirty business.
Veronica, you really were “outstading.”
The punching. It is all about the punching. I might need to kick a bit too though, my hands aren’t great for hitting things.
Veronica punched me heaps at the Kelloggs Brunch. Then she stood over me and did that thing where you let you spit hang down… down….. down and right before it falls on your face, you suck it up. Remember that one? Man that was mean!
Then she yelled I LOVE WEETBIX! SANITARIUM ROCKS and gave everyone, including the cameraman a brown eye. The cameraman was busy at the time eating CocoPops to capture it on film. But I saw it. I was there. Shen then threw money up into the air and we all got to keep what we could catch. She was awesome.
And, seeing that I am telling the truth about everything, you my dear, sound like a bit of a prick!
xx
I was going to respond to M——, Um I mean daddy day care but you two girls have given me the giggles now and I realise the little prick isn’t worth anymore of my time.
But I will just say this…
You just keep on doing what you are doing V, as it obviously gives them the shits to know that you are respected, successful, well loved and admired. You were the apple of your Grand mothers eye. She would be so proud of you for the way you have handled yourself throughout all of these cowardly attacks on you. Passive aggressive was never Mum’s style nor is it mine and Mum would be furious with his behaviour. Absolutely furious. I just cant understand where this ridiculous jealousy comes from.
Your father is not impressed at all and some of the words Dad used were coward, pansy, wuss and big girls blouse. Your father also couldn’t understand how a man could act that way as the men we know, though they are a bit rough and ready, are honourable men, who would never even think to attack a child to get to the parent.
I am seriously proud of you sweetheart.
it’s good that you obviously gained quite a bit from this experience with Kelloggs and you’re right, if you’re talked with rather than at, it makes for much better communication. it’s great, that as a big company, Kelloggs actually wants to hear what it’s consumers think of it’s brand and appear to be listening to both the good and bad that gets brought up.
you were great on ACA last night btw 🙂 and may i just say, that i think you looked absolutely lovely.
🙂
I liked that Kellogg’s wanted us to be honest and we all were. A lot of the discussion about sugar and empty calories was edited out of ACA, but we talked and they listened. It was great.
You were great. Who noticed what air-time anyone had? I would have no idea. Not the point at all of the activity, Daddydaycare, who I notice is the only commenter to be anonymous. There was no secret agenda by anyone. I thought all Mums just gave their honest opinions after being asked to attend the event organised by Kelloggs. Companies often call on focus groups to get feedback from the community; the only difference was that this time Mummy Bloggers were chosen. Research shows that mothers make the majority of cereal buying decisions, which is why Mums were targeted. They are also targeted in the advertising.
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