Hi,

Just for sharing, cause as I go deeper into my job in brand marketing, I think Malaysian bloggers are being ripped off.

I know that bloggers blog for interest, as a hobby. But when they take up invites and reviews, I think they should know this:

1. Bloggers might have receive invitation for a certain restaurant's opening, or launching of a certain product from a PR/Advertising/Online Marketing company.
2. It seems ok, as there will be food provided and some gift bag. Looks good?
3. But do bloggers know that, for each blogger's attendance, and write up, the advertising company charges hundreds to thousand at the brand owner?

Eg; I did a launching for my product in last year. PR and advertising companies came over to tender for the contract to handle the launch.

Here is part of the quotations :

RM20K for ensuring 15 bloggers attendance and blog posts. - I asked for a breakdown, and was told 5 bloggers will be their suggested 'Key Opinion Leaders' and their prices are >1K each. (To be fair, I don't know did these KOL really get RM1K from their end.)

How about the rest of the 10 bloggers? The person told me, "Oh.. the rest are cheaper ones, and we will handle and follow up with them. By the end of the day, we promise you will get 15 bloggers and 15 write-ups for RM20K. THEY WILL COME AS LONG AS THERE ARE FREE FOOD."

I was like   
As a blogger myself, I am surprised how bloggers were being presented as part of a quotation, but in reality they get zero share from the PR companies' billings to brand owners.

It's okay for all to attend the invites (since some restaurants are really what you would like to try), but just keep in mind that you are being traded as a commodity.

My colleague was charged RM2K for a write up by a Key Opinion Leader, RM1K each for the other 3. These are famous ones, and I am sure every one had read their blogs. Fair and square, they get paid. Again, I don't know how much the online marketing company ever pays them, even if 10% from the charges.

My personal thought is, the blogger should be compensated for their travel expenses, man-hour put into photography and writing the posts, rather than just free meals and labelled as 'free-foodie."

The media (journalists from newpapers) who attended, are smart enough to only feature the launch, IF they have empty space in their papers. If no, it's just a come-and-go event for them, not compulsory for them to do a write-up. Where else, the bloggers will be pressed for write-ups, boasting about how good the restaurant or the products are.

If you ever receive an invite, just 1 or two days shy from the event day, reason is probaby the PR/Advertising companies could not get enough number of bloggers or some bloggers back out. You are the reserve soldier.

https://mustsharenews.com/food-bloggers-paid-reviews/

So far, I have not receive any hotel review invitation paid in cash. Mostly were asking me to stay at their hotel with a free buffet. So far I have not attended any of them due to weekdays stay (wouldn't want to waste my annual leave for free hotel stay).

I had only took a sponsored trip by an overseas hotel. They paid for my air flights, free stays and include all meals. I thought it's fair enough even though they didn't pay me any cash. Plus, the invitation was done by the hotel PR itself, means no advertising agency pimped me out in the middle.

If the hotel is where it won't cost you much to travel (or they are willing to reimburse your travelling cost), and worth your recommendation to your follower, it's okay to review them without payment.

Viral wise, Insta and FB are fast. But (just my opinion) as a marketer, I always demand blog write up + insta and FB from agencies. It's not worth it to pay just for people to post a few pictures in Instagram. I need to get the product info out there (why people should buy my product, how is my product different from other competitor) not just visuals. Besides, Insta and FB number of followers are easy to fake.

No, I don't name my write up price. For reviews that I am not interested to do, I will just decline them, regardless they're willing to pay or not.

But for reviews that I am interested to do (and won't cost much expenses - travel, tolls, parking fees), I will do for free, without proposing any fee at all.

One thing I take into consideration also, is how sincere they are in the invitation. Another thing I learned as marketer; PR or advertising agency will blast out dozens of emails to many bloggers at once, and see who reply them. They're casting the net as broad as possible and doesn't matter to them what kind of fish they caught for their client as long as they can 'pimp' them.

I frequently receive emails that goes "We are opening soon at XXX and appreciate your attendance. Please RSVP by tomorrow". I will be like WTH?? Someone is near their dateline to deliver number of bloggers and now chasing me to attend food review? This kind of email, I won't ever bother to reply.    Sometimes, they will even come to my FB and say it's urgent and I should reply them ASAP. 

For invitations that show sincerity but you're not interested, just reject them like someone in your office ask you out for a drink - have other projects on hand, unable to fit the schedule bla bla bla.