Should you give products to bloggers for free in exchange for exposure? That question sparked a lively discussion on The eCommerce Group's Facebook page recently. It also sparked our curiosity.
We looked further into this and found that, overall, sellers, consultants, PR pros and bloggers think this is a very good way to increase awareness about items. We also unearthed some great tips for doing this effectively.
Sending a blogger a product to review and to consider posting about is one of the most ethical and effective methods of promotion today
Businesses share their experiences
John Rhodes of HypnoBusters.com is a strong advocate of this practice.
"Sending giveaways is a great way of getting exposure for your product," he says. "I sell hypnotherapy products and have sent digital copies to bloggers asking for reviews. Many are grateful, especially if you ask them what specific session they would like. If they like it, then they will often write about it on their blog. Many also join my affiliate program."
But when it comes to what types of products to send, Rhodes says physical ones work best.
"I have had over five times the response by [sending physical items]," he says. "It costs time and money, but it's worth it. Very few people do this, so it makes you stand out. Also, the blogger knows you have spent effort and money sending it to them. This makes them feel more obliged to give you a review in return."
Michael Pomposello, co-founder of Influencer Connect, a company that helps other companies "amplify their messages," also endorsed this method.
"We believe that when done properly, sending a blogger a product to review and to consider posting about is one of the most ethical and effective methods of promotion today," he notes.
Rachael Nichol, director of Blogger Outreach at National Builder Supply, is another proponent.
"We partner with DIY and lifestyle bloggers to promote our products," she says. "The bloggers receive one or more of our products in exchange for a review and links to our website."
Find the right fit
But it's not as simple as sending out a product to a random blogger in return for free promotion.
"My advice would be to contact the blogger and gauge their interest in your products," Pomposello notes. "If it's something they're genuinely interested in, they are more likely going to have a positive experience with the product you send them."
Choose bloggers creating consistently good quality written and visual content. Stay away from bloggers whose focus is on pushing product and lots of giveaways
Dana Greyson, outreach for FINEX Cast Iron Cookware, agreed you should select your bloggers carefully.
"Choose bloggers creating consistently good quality written and visual content," Greyson says. "Stay away from bloggers whose focus is on pushing product and lots of giveaways."
Ryan Ken, Founder of Soxfords, a company specializing in "conservatively silly, playfully serious and professionally fun socks," had four main prerequisites for choosing the appropriate blogger to maximize exposure.
"Overall I think it's a great way to gain awareness for your brand in a way that's less intrusive than advertising," he says. "Just make sure that the blogger:
- Fits in enough with your brand image
- Has enough followers to make it worthwhile
- Is legitimate (it's easy to create a fake account to scam brands for free swag) and
- Has agreed beforehand to post."
You want 'reviews,' not 'features'
Joshua Kail, co-founder of Glass Lantern Public Relations, also emphasized the importance of being careful.
"Do not give products away unless you can be assured the product will be reviewed and not just 'featured,'" he says. "There is a huge difference between providing a product for review purposes, and providing a product so you can get your product description and picture up on a site.
"The difference is purpose. When you provide a product for review, there is a real reason to do so and the coverage can be much better," he continues. "The whole reason to get a blog post (or any press coverage) is to appeal to that loyal reader base. A hands-on product review is a direct and honest way of achieving that."
Kail adds that certain times of the year can yield better results.
"Over the years I have had several e-commerce clients engage with bloggers very successfully by providing product samples, especially during the holiday push (July-November)," he says. "Blog coverage can lead to some amazing things for companies, from going viral within that blog demographic, to being a gateway to national television coverage."
Do not give products away unless you can be assured the product will be reviewed and not just 'featured'
Consider the cost
Anyone who has ever attended a convention for any industry can easily recognize the expense companies will go to in order to get their brands and their products in front of people who will spread them through the marketplace. When you decide to send your items to the bloggers you’ve identified, don’t forget to consider these review items to be part of your overall marketing/advertising budget.
Kimberly Gauthier of "Keep the Tail Wagging" says, "My blog is a small media business. I believe building a relationship with a blogger can very much benefit a brand."
Gauthier noted that by building this relationship, merchants can develop long-term relationships that keep their brands and products in the media as bloggers continue to promote their favorite things.
Reviews are all about candor
Deborah Sweeney, a business owner and blogger, also had some insight from both sides of the coin.
"If a business provides a product to a blogger for exposure, the blogger has the opportunity to review, and write a good or bad reaction to the product," she says. "I suppose the differentiating factor is whether or not the blogger is somehow required to provide a positive review. Most bloggers want to maintain credibility, so if provided with a product/service, they would respond with a candid reaction.
"Hence, a business owner who is looking to gain exposure is wise to find as many outlets as possible, including blogging outlets, to raise awareness of their product," she adds.
So you need to keep an eye on spending versus exposure, and carefully select bloggers, but it seems giving freebies to bloggers is a popular, and effective way of increasing your products' exposure (and hopefully sales). The end result can be a long-term and mutually beneficial relationship between a seller and reviewer.
Note: Ethan Schepp contributed research for this article.