*image from Atlantic-Pacific
As promised, the second chapter of a very long novel — securing more brand partnerships! Read part one here.
Now that you’ve secured a collaboration, it’s important to take steps to make sure you’re exceeding expectations and developing a relationship with that brand. This is not a single transaction; this is a consistent stream of revenue from your favorite retailer and an opportunity to receive some pretty cool perks.
First, it’s important to understand the goals of this campaign. Is the brand looking to drive sales or traffic to its site, foot traffic to a store opening, or social buzz and an increased Instagram following? Each of these goals should be approached differently.
Sales will always be important, even if the brand has other goals it would like to address. For this, ask yourself what has performed in the past. Do items in a certain price range convert better? Are sales and promotions your cup of tea? Are certain categories better than others (dresses, jackets, shoes, etc.)? Focus on what performs for you, and include at least 12 links to that retailer. These should be a mix of text links and widgets, product and category pages. Most importantly, make sure you link to the items you’ve featured in your photographs. Your readers want to wear what you’re wearing!
Your collaboration contract will likely highlight deadlines and deliverables. Standard deliverables include one blog post, one Instagram post, one
Facebook post, and one Twitter post. Here is the thing about deliverables — that’s the minimum you should do! ALWAYS, ALWAYS go above and beyond. Make sure you’re meeting deadlines and executing more than what was asked. The brand will notice, and it’ll want to work with you again in the future.
Once all is said and done, write a handwritten thank-you note to your contact at the brand. This really goes a long way — who doesn’t appreciate a thoughtful note?
— Address the campaign goals
— Meet deadlines set by the retailer
— Go above and beyond
— Send a thank-you note
*image via With Love from Kat