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.