A Blogger’s Blog about Bloggers

When we look back on the past few months of 2016, this time will certainly be remembered as the summer of Garden Blogger Events. For the last year, we have been creating two blogger get-togethers, one in Minnesota and the other in Oregon. Although they had some similarities, these events really stand out for their stark differences. The Garden Bloggers Fling, held during the month of July, brought 65 garden bloggers to the city of Minneapolis. This grass roots group of garden communicators has been getting together for nine years. The Fling is hosted in a different city this year, put on by a committee of local bloggers who seek to network while showing off local gardens. Amazingly, the group has never used an event-planning company. I believe their success truly lies in their passion for gardening and creating community. When I was asked to be on the committee, I jumped at the chance. As a marketing professional with horticulture clients, this is a group I want to be involved with. Not only can they help us spread the gospel of gardening, but they are also such a fun group to be around. For three days, we photographed our way through nearly 20 gardens and garden centers. I am so thankful to the two other committee members and our sponsors for helping us create an amazing event. Our second event was more intimate, with only ten attendees – both bloggers and traditional media. Our client, Monrovia Nurseries, is celebrating their 90^th anniversary. The company is re-launching their brand and wanted to use the anniversary as an opportunity to connect with key gardening influencers. The goal of the event was to share the story of Monrovia, showcasing the company’s approach to top quality plants, design, sustainability and environmental stewardship. A smaller group reflected the craftsmanship Monrovia is known for. The key tip for planning a successful event is knowing what you want your attendees to experience. Does a big, boisterous gathering reflect your message, or do you want people to have a more one-on-one experience with your brand? Here are a few other tips:

• Choose the right attendees. Research their presentation, writing style and message. Does it mirror your brand? Would you want to partner with them? Talk with them before you send out an invite.
• Make sure every interaction reflects your brand. From the food to the handout materials, your brand personality will come through. If your company is environmentally conscious, don’t use plastic cups.
• Work with experienced brand event experts. Trust me, we can make it easier.
• Remember, you may not see immediate editorial coverage or purchase increase. Event marketing is about relationship building. Base your ROI on long-term communications returns.
• Bring snacks and water!

For 23 years, Axiom has created events that connect with key influencers and consumers. With both of our 2016 events completed, we’re basking in the glow of success. Not only were they great brand-building experiences, they were wonderful opportunities to create new relationships, reinvest in existing connections and, best of all, get our hands in the dirt!