What to Send Bloggers

I have coordinated with a blogger who would like to test and review my product. What should I include in the package when I ship a sample?

By Kayleigh Fitch

Before committing to sending a free sample to a blogger, ensure the blogger reaches a target audience that will be beneficial to promoting your product. Check out our blog post Bloggers Going Bonkers for Product Samples to help you determine if the blog is a good fit.

Once you decide to move forward with the product review, following are the items you should include in the package along with your product sample.

1. Personal Letter – Address the blogger by name and thank them for his/her interest in your product. Restate your agreement, including the agreed upon deadline for posting the review, and provide contact information where the blogger can reach you with questions. Most importantly, include a friendly reminder that the blogger is required to disclose your product was provided for free in their review.  This is mandated by the new FTC guidelines. Ultimately, you are legally responsible for ensuring the blogger makes a disclosure. Read our post on The Impact of FTC Guidelines Have on Blogger Relations for more details.

2. Instructions – Regardless of how simple it may seem to use your product, do not leave anything open for interpretation. Include a separate document that details how to use your product along with extra tips and hints for achieving the best results.

3. Product Information – Provide a list of features and benefits your product provides that will alert the blogger on what results to look for during the testing process and will help communicate key messages to readers.

4. Testing Tools – Your product may require additional equipment in order for the blogger to properly test it and achieve maximum results. Make the testing process easy by including everything he/she will need within reason. For example, include a high quality cloth or sponge to test cleaning products or a paintbrush to test varnish.

5. Photos/Video – Be sure to provide or guide the blogger to a place on your website where he/she can download photos and videos. Bloggers love including product photos and/or videos. Encourage them to shoot their own video or take their own photos. Before and after shots/video can be very powerful.

6. Bubble Wrap – Okay this one may seem silly, but it would provide a poor impression if a blogger were to open your package only to find a damaged product inside. Don’t sabotage the review before the blogger even gets the product; take the time to pack your product carefully.

Need help implementing a blogger campaign? Contact me at kayleigh at sweeneypr dot com or 440.333.0001 ext. 105.


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