Okay, so I’m really tempted to name names in this post, but I’m going to take the high road and talk about principles, not specifics.
I’ve worked with bloggers for many, many years to get the word out about my clients’ products and services. I don’t clog up the tubes of the interwebs with mass mailings of press releases; I much prefer to work one-on-one with the most relevant blogs for the specific product.
Recently, I offered a blogger more than $300 worth of free tickets to a specific event that was perfect for the blog’s audience. The response:
“I charge an administrative fee for hosting a giveaway. The fee for a giveaway with review is $50 payable via Paypal. Said fee covers my time creating the post, promoting [the event] via Twitter and Facebook, contacting and collecting the winners’ information and forwarding the same to you. In addition to the above, I would also tweet about the event as I attend it; thereby, creating a media buzz during and after the giveaway.”
Really? I’m going to give you more than $300 worth of stuff, and you’re going to charge me $50? Ummmm … no thanks, there are plenty of other blogs in the sea.
Seriously: In the world of online marketing and media relations, bloggers I deal with (almost) universally love getting stuff to give away. Contests draw readers, increase reader involvement, give the blogger something fun to talk about. It’s a win-win. It’s all good.
So don’t be getting all greedy and asking for an “administrative fee.” You’re already getting something of significant value. I’m giving away something of significant value. Asking me to pay you for the privilege of giving you something? Well, that’s just plain rude, crude, and socially unacceptable.
There. I feel better having gotten that off my chest.
Takeaway for marketers: If you’re thinking about paying someone to give your stuff away, think again. If you have to pay, it really isn’t all that valuable, then, is it?
