The Wilbert Group Blog

Posts tagged Lexington

storytelling – blogger style.

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We recently helped a client open The Summit at Fritz Farm, a mixed-use development in Lexington, Kentucky. This new property is significant to the local community as nearly 60 percent of the brands are either new to Kentucky or the exclusive location in Lexington. We designed and executed an integrated communications program that included media relations, social media, popup events and a blogger/influencer program.

Today we want to focus on the blogger program, which among the four partners generated a combined reach of nearly 400,000 and earned over 450,000 impressions on Instagram alone. Most importantly, it drove excitement with the right consumers for The Summit at Fritz Farm.

Here are five key tips for your own blogger program:

  1. Media kits are your starting point – Similar to print publications, bloggers also compile media kits that include information such as website descriptions, number of social followers, active social platforms, past partnerships and cost(s). We used these to help compare and contrast our options and ultimately pinpoint the representatives to best tell The Summit at Fritz Farm story.
  2. Evaluate past engagements – Once we had picked our top partnership choices, we began pairing retailers with bloggers. By scrolling through feeds and holding short telephone conversations, we were easily able to identify brands that aligned with the influencers’ personalities.
  3. Don’t be afraid to ask – More than likely, your brands will be willing to provide items in exchange for promotion from the right influencers. One of our bloggers is based in Lexington yet has a social following of 57,000+ across the country. Think about it. That’s a significant amount of people seeing a brand through an influencer’s perspective on top of coverage in traditional media outlets.
  4. Blogs are more than just product descriptions – It’s about the experience. We worked with each blogger to tailor interactive experiences. The influencer behind blog Love, Lexington partnered with The FRYE Company to highlight the brand’s boots and accessories during a brunch at Keeneland Racecourse. And the Kentucky Gent partnered with Bonobos and Marine Layer for an in-store fitting and shopping spree. All of our partnerships included social media posts across several platforms like Facebook, Instagram, Twitter and Pinterest, that accompanied each full blog post.
  5. Extra, extra, extra – These partnerships are about creating lasting relationships. By taking our time in crafting these experiences, we added to our client’s list of influencer relationships. We formed a synergy between all parties that will continue to flourish as time passes. Not to mention, treating bloggers with respect will likely gain you a few added bonuses – like extra photos and promotions at no additional cost!

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Three of our blogger partners during the First Look influencer brunch at Honeywood.

 L to R: Love, Lexington; Glitter & Gingham; HerKentucky.

Making News: Our Clients in the Headlines 4/25/17

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mia-nickgarzia1. Are indoor shopping malls becoming extinct? Or is a resurgence upon us? That depends on whom you ask. Many retail industry watchers are down on malls—and with good reason. Big bankruptcies are driving big vacancies. The flip side is, these big vacancies are driving strategic redevelopment opportunities that could revitalize models with an experiential retail twist. GlobeSt.com recently caught up with Nick Garzia, director of leasing for Atlantic Station to get his take. “I don’t think malls are becoming extinct, but I do think they are changing. A stratification of product type has been taking place over the past several years.”

2. If you’re headed to downtown Atlanta this spring, you’ll want to read this Atlanta Journal Constitution article detailing the top restaurants within walking distance of the city’s major sites. Our favorite is Peachtree Center’s retail center, whose culinary options include Gus’s World Famous Fried Chicken, Panbury’s Hand Pies, Tin Lizzy’s Mexican, Aviva by Kameel Mediterranean and several other spots.

3. Teen members of the U.S. Bank Boys and Girls Club in Cincinnati now have a space all for themselves. Aaron’s, Inc. partnered with Boys and Girls Clubs of America in 2015 to renovate clubs across the country and their latest renovation occurred last week in The Queen City. The teenagers helped design the space and associates from Aaron’s took over from there. See this local CBS article and video for more information about the Teen Center, which is now equipped with new technology, sectional sofas, tables and chairs and a new sound system.

4. Another quarterly earnings season is in the books, and while there were a few star performers, it was another dismal one for retailers. It seems almost a daily occurrence — headlines littered with the next retailer that struggled under the weight of aggressive competition and changing consumer preferences. To help make sense of what retailers can expect from the coming price war, and how they can win each battle, check out Revenue Analytics’ Jared Wiesel’s article in Total Retail.

5. On the latest episode of NPR WUKY’s Business Side, Brennan Fielder talked with Lindsay Bayer-Shipp, creative director and brand strategist at Bayer Properties, the Alabama-based developer set to debut the Summit at Fritz Farm, a sprawling new retail and dining complex on Nicholasville Road at Man O War Boulevard in the shadow of Fayette Mall. The grand opening event is this Thursday, April 27th.

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