What Brands Can Learn From the BlogHer 2012 Expo

Posted on August 8, 2012 by Nora DePalma2 Comments

New York, NY — Last week, I provided a preview of BlogHer 2012. Now comes the report on the creative brand engagement strategies I saw at this conference and expo that attracted more than 5,000 blogging women:

Pfizer arranged for a select group of BlogHer 2012 attendees to take a dance class with the famed Rockette’s at Radio City Music Hall.

Most creative booth execution: the launch of Lysol Power & Free. They had two comedians, including one with a guitar who made up funny songs on the spot about all the bloggers, all ending with the same bouncy chorus repeating the product name over and over. Lysol was among several exhibitors who had places for bloggers to sit and recharge devices drained by all the tweets, Instagrams, and Facebook posts going on. There was a full bottle of Power & Free in every one of the 5,000 attendee bags.

Best all around: Pfizer. They had the largest expo floor footprint, but not all in one spot. They engaged with us in different ways—including my personal highlight—a dance lesson with the Rockettes in the rehearsal studios backstage at Radio City Music Hall. The experiences were different, but all were focused on a consistent message about wellness and aging. We were encouraged to visit their new website,

See more in the slideshow. In the meantime, here are five tips that building products brands can learn from the powerhouse marketers at BlogHer:

1.    The vibe is very much “girls weekend away,” so the more fun, the better. Informational booths had the slowest traffic, while massages, manicures and fun places to take pictures had lines and crowds.

What do manicures have to do with computer accessories? Nothing. Manicures have to do with building relationships. Make people feel good!

2.    Giveaways and contests were the second most-popular attraction, as were food samples.

3.    Make it easy to share, provide images and video…and don’t forget your logo.

4.    Flattering images will be shared. Does-this-make-me-look-fat pictures will not. Think about this when you ask bloggers to wear your t-shirts.

5.    Start the dialogue and use it to create conversational content. (See the Pfizer Get Old wall in the slide show.)

The creativity behind the brands at BlogHer12?  Nearly all the agencies on the scene were public relations agencies. Not ad agencies, not brand shops. PR people get this influence-building thing.  When it comes to blogger relations, it’s advantage: public relations.


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  • AlexandraFunFit

    August 8, 2012 — 12:08 pm

    I would have loved the dance class and massages. Definitely. And at the various fitness conventions, it’s the same - education only booths are not well-attended. And it’s only been in the past year (yup, just one) that food vendors have caught on to the fitness market. The t-shirts advice is great - my sister refuses to be photographed in a t-shirt as she says they make her look like a box.

  • Nora DePalma

    August 8, 2012 — 2:43 pm

    The t-shirt comment was, unfortunately, a personal experience. I’ve got great memories and a cool picture for family, but the Devil will be skiing before I post it socially!

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