As of today, aggregated visits from blogs outperform by far aggregated visits of major news outlets. And yet, as the frequency of press conferences continues to rise, the number of events fully dedicated to bloggers is close to none. Here is a 8 point checklist to rock the biggest blogger event your industry has ever seen.

1. RP 2.0
HOW TO ROCK THE BIGGEST BLOGGER EVENT
YOUR INDUSTRY HAS EVER SEEN.
© ENIGMA PRODUCTIONS - 2012 ALL RIGHTS RESERVED

2. INTRODUCTION
As of today, aggregated visits from blogs outperform by
far aggregated visits of major news outlets.
!
And yet, as the frequency of press conferences continues
to rise, the number of events fully dedicated to bloggers is
close to none.
!
Here is a 8 point checklist to rock the biggest blogger
event your industry has ever seen.

3. 1. CRAWLING MASS CONNECTORS
- Compile an extensive list of online influencers
(bloggers, Twitter users, Instagramers, etc.) that
are most relevant to you.
!
- Look for engagement. Identify where the most
meaningful conversations take place, and
analyse who interacts the most. These people are
the mass connectors.
- It is important to have a general view of the
media landscape. Including the tone of the
articles and posts, and the area of influence. You
can use tools like ebuzzing, tots100, Upfluence,
Tapinfluence.

4. Location must be easily accessible
Is this the right city for my audience?
How good is the Wi-Fi connection?
How reputable is the venue?

5. 2. PICK THE LOCATION
In case of an international targeted audience, with a
focus on ‘fashion’, the best location is most likely New
York City.
On the other hand, if your focus is on Technology, the
best place to pick might be San Francisco.
When we launched the I.N.O.X. timepiece, for
Victorinox, the traditional press conference took
place in Ibach, Switzerland whereas the blogger
event happened in New York City.

6. 3. EMAIL LIFE CYCLE
When it comes to reaching out to influencers, you
must be prepared.
- Prepare an email lifecyle.
email #1, email #2, followup #1, followup #2, depending
on the recipient’s behaviour…
!
- Every stage of the Email Lifecycle must be structured
and timed like clockwork.
!
- Make sure to plan ahead for each and every possible
scenario.

7. 4. SPLIT TEST EVERYTHING
- Make sure to keep track of every data to figure out the best mix of actions."
(open rate, response rate and conversion rate must be tracked rigorously for every sent email)
!
- Test many subject lines before reaching out.
Test a few different subject lines on a sample of your database, and pick the one that performs the
best to send out to the rest of your recipient’s list.
!
- Each and every detail matters (event description, event name, menu, etc.)"
The email sender name can have a huge impact on the open rate of your email. Make sure to test
various gender names if you are reaching out to men or women.
For the Juvaplus blogger event Teosyal Pen, Enigma even tested which
appetiser generated the most engagement and conversions.

8. 5. STORYTELLING
Have one hell of a story to tell
Influencers don’t simply want to have a good time, they
need an awesome story to tell to their readers.
!
Every detail of the even must contain a nugget that
influencers would be willing to tell their friends, their
social media followers, or their readers.

9. 5. STORYTELLING
For the I.N.O.X. launch, Enigma reenacted the various
resistance tests the watch went through. It had to be as
visual as possible in order to generate conversation.
!
One of the stakes was to test the I.N.O.X. resistance to
water and heat. We staged the watch in a clear glass
kettle: the moving clockwork was visible by everybody.

10. 5. STORYTELLING
Similarly, the I.N.O.X. was tested for shock resistance,
with the assistance of a front-load washing machine.
!
It was specifically important that the watch could still
be seen through the window, and connected with an
object of daily use.
!
A story is easier to tell when it touches us one way or
another, of if it is not too technical

11. Finally, the most impressive test was done with the New York Fire Department (FDNY) truck
driving over the watch. The New York City firefighters have a powerful history that can be
brought up to generate meaningful and engaging conversations.
Beyond the pressure test, the goal of this experiment was to get the story of the FDNY told.
Another strong talking point was all the values that the FDNY share (courage, respect, among others) with
Victorinox.

12. 6. ATTITUDE EYE LEVEL
A blogger event is no classical PR event.
You need to create conversation
rather than promotion.
The golden rule is: Do not send cryptic messages; work on the PEC (Personal
Emotional Connection). Speak about personal and real experiences

13. 7. AUTOMATE THE PROCESSUS
Manage sign ups for the event
(Eventbrite or Amiendo)
Follow up like a boss via email
(Campaign Monitor ou Mailchimp)
Analyze your social media
mentions at scale
(Talkwalker or Mention)
Aggregate your very best social
content via (Storify)

14. 8. A GLOBAL PLAN
Your event must be at the heart of a global communication
process.
!
At the end of the day, your media mix is what will
generate the most global success.
For example, make sure to combine your efforts with
content amplification tools.
!
Do not forget to create online advertising, and convert
interest into action.
!
Every traditional media campaigns help concurrently will
also be more efficient.

15. Case study Enigma : I.N.O.X. Launch

16. Case study Enigma : Teosyal Pen Launch

17. STRATEGY & BRANDING
+41 22 342 63 63
info@enigmaprod.ch
20, rue Joseph Girard,
1227 Carouge
Switzerland
enigmaprod.ch
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