How To Get Sponsored By The North Face
Posted on Sep 29, 2012 | 29 comments
This is a guest post by Family Trek blogger Clark Vandeventer. When Clark managed to get his blog sponsored by The North Face, I just had to know how he did it. Thanks, Clark!
I'm on a quest to work less, live more, and travel the world with my family.
And it's hard work. Really, really hard work.
Two years ago my wife and I began the process of reinventing our life. I had recently come off a congressional campaign (I lost) and we had a lot to figure out because I had bet everything on winning. I'd cashed out my retirement savings and put other career opportunities on hold in order to be a full-time candidate. Risky business for a 30 year old with two kids.
I want to live epicly. Sometimes things turn out, well, epicly. Sometimes I crash hard. This was one of those times that I crashed hard. Shortly after my run ended, we moved into my in-laws garage.
I was working again -- but again I was taking an entrepreneurial approach -- which meant I was making very little money. I'll always be grateful to my in-laws for taking us in. Because they let us crash with them, we could take the time to reinvent our life and slowly build up our income again, rather than reach for anything that would give us a paycheck out of desperation.
One night my wife and I watched the movie Julie and Julia -- the story of Julia Powell who started a blog about her adventures cooking recipes created by Julia Child. The blog became a smashing success (they did make a movie about it, after all). The rest is history.
Watching the movie made me feel a little melancholy. I always believed I was a writer, and I felt disappointed in myself that as life had rolled on that I had not really taken the time to write.
The next day I told my wife that if I could have any job in the world it would be traveling with my family and writing about it. In typical fashion, my wife pointed out that I could begin pursuing that dream immediately.
A few weeks later we started our blog FamilyTrek.org.
I have not yet achieved my dream of being a full-time writer. I am though, closer than I was two years ago. I've been a paid blogger for Vail Resorts with the Sprint Snow Squad. We make a little (emphasis on little) money at FamilyTrek.org. And we recently obtained our first sponsorship of our blog from a major brand.
When you go to FamilyTrek.org you'll see in the right margin a banner that reads, "Sponsored by The North Face."
I'm still a long way away from making "full-time money" as a blogger, but it makes me feel pretty good that a brand with 2.8 million Facebook fans would look at our little blog and say, "yeah, we'd like to work with you."
Of course when you score a deal like this and you happen to friends with tons of bloggers from all over the world, people start asking you questions. How did I get connected with The North Face? What was the process? What are the details?
I'm hardly an expert on this topic, but I did learn some things through my experience so far with The North Face that I think provide a roadmap for me and other bloggers interested in partnering with potential sponsors.
1. Just be honest about your stats. No BS. In my introductory email I said, "We get about one million unique visitors a day. Don't believe me? Okay, maybe I was exaggerating a bit. Attached are screen shots with some details on our stats."
2. Start small. I suggested something really, really small -- and then said I'd like that small thing to be the catalyst to a more elaborate discussion about significant work together. But I emphasized starting small. I offered a lot and asked for so little in return. I made it a "no-brainer" for the sponsor and gave them an opportunity to test us out.
3. Say you want to use unique tracking codes. I found they really appreciated I wanted them to be able to track the traffic we send to them. It was like that by suggesting this I put them at ease that I wasn't hoping to just get lucky in getting them to agree to work together when I knew this would never be that good for them.
4. Klout. If you've been wondering why Klout matters, here's why. Klout gave The North Face an independent, 3rd party they could look to in order to see how influential we are online and on what subjects we influence people. Through Family Trek and my personal accounts, we're influential in Travel and Tourism, Camping, Skiing, and Lake Tahoe. Those are perfect for The North Face.
5. Choose your potential partners wisely. Think about the brands and products you love. You love them because they fit your lifestyle. For us, The North Face just really fits our lifestyle -- from hiking and biking and camping in the warmer months to skiing in the winter. I think I'd have less success with a luxury brand. I don't see a partnership with Rolex on the horizon.
That last point -- thinking about what brands and products you love -- I believe to be most important. This fall our family is spending 6 weeks traveling through Central America and we're all traveling with just a backpack. Though we had some backpacks around our house, none of us had the type of pack we'd want on a trip of this nature.
I thought about the backpack I wanted and I immediately thought of The North Face.
We looked at their packs online and eventually went into one of their retail locations to try a few on.
Meanwhile, my idea for a partnership with The North Face was germinating. I thought they were a perfect sponsor for our blog and I thought that through the particular idea I had developed we had a lot to offer them.
And I just sent them a tweet.
I can sometimes fall prey to the trap of over-thinking things. This is one time I did not over-think. All I did was send a tweet. Actually, I sent 2 tweets. The first, which I sent from @famtrek did not get a reply but the second, which I sent from @ClarkVand did.
@thenorthface wanted to follow-up with you again. Do you work with bloggers? Have an idea for a collaboration with @famtrek
They responded:
@ClarkVand @famtrek Yes, our Public Relations team does work with bloggers. Please e-mail tnf@finnpartners.com with more details. Thanks!
Just like that we were off and running.
The best part? I love The North Face!
Oh, and I'm one step closer to that dream job of traveling the world with my family and writing about it along the way.
Enjoy This Post? Stay Connected With Us.
Via Email: Click Here | Via RSS: Click Here
On Facebook: Click Here | On Twitter: Click Here
Thanks for the opportunity to share this story, Justin. Of course I would be remiss if I did not mention that people should go to our site, click on The North Face banner, and buy tons of stuff. Oh, I'm such a sell out.
Clark Vandeventer recently posted..Firewood, Central America, and the end of the world
Today, we go shopping at your banner! Thanks, Clark.
Clark! That is so cool! I love the North Face. Buying from them online is so much easier since the nearest North Face is 50 miles away! I'll definitely buy through your link on my next 'winter' purchase
Derek - ThePointsGuide recently posted..How Many American Express Points Do You Need For A Delta Ticket?
Awesome, Derek! Never stop exploring!
Clark Vandeventer recently posted..The hope and promise of a new ski season
Thanks for this very informative post. I am a new blogger, just getting my feet wet and learning so much from all of you. I really like that the brand you chose makes products that are very useful to you on your travels. A common theme with travelers seems to be living with less, something we have recently started to strive for, so it makes sense to only choose practical products when you are looking at sponsorship relationships.
Rose Townsend recently posted..Weirs Beach, New Hampshire
Rose, thanks so much. Best advise I can give you as a new blogger is the advise that Justin once gave me. Don't even think about money, sponsors, etc. Not yet. Just work on writing great content and connecting with great people. Do that for a while, and everything will take care of itself. Well, not everything, but you'll put yourself in a great position...
Clark Vandeventer recently posted..Firewood, Central America, and the end of the world
Thanks so much for sharing the sponsorship story Justin & Clark! As someone very new to blogging, I am curious what type of benefits the sponsorship provides you/your blog. I understand if you cannot be specific, but I assume some awesome North Face product and what else?
Great question! I've seen lots of good exchanges before. If you think about it, throwing a few jackets Clark's way is nothing for the North Face when considering the press and push they get from his site. We have a tendency to think of ourselves as small potatoes, but if you get develop a good audience, you can be really valuable.
Hi Tiffany, thanks for your comment. We're receiving a gear package as well as a small financial payment for having their banner on our home page. The gear is as good as money since a lot of the stuff -- particularly the backpacks -- we would have bought with money from our pocket. Justin is right in his comment. They're out so little -- a little gear that's sitting somewhere in a marketing office. We champion their brand to our network.
Clark Vandeventer recently posted..The best of times and the worst of times
Thinking more about this and have some questions. Clark, you mentioned being a paid blogger and that you make a little money from your blog. Any tips on how you were able to accomplish these two things? Thanks for any advice either of you can offer.
Rose Townsend recently posted..Weirs Beach, New Hampshire
Hi Rose,
Not sure what Clark will think, but getting paid as a blogger is really about time and traffic. In most cases, I would say a consistent blog would take about a year to start getting some looks from companies. Companies pay for links, ad space, articles, etc... You need decent traffic, good content, and social media - all three really help. The bottom line: If people are consistently reading your stuff, you won't have to look far to find a bit of money - it will come. Create a blog that entertains, inspires, and educates. Good writing, good research. It takes time. Good luck!
Thanks Clark and Justin, great advice as always!
Rose Townsend recently posted..Teachable Moments at the Jersey Shore-Part 1
I pretty much agree with everything Justin said. Many times I've been riding up a lift chair while skiing and introduced myself to the person I'm riding with as a blogger for Vail Resorts. That always really intrigues people! Often, they ask.... "well, how do you make money blogging?" I always ask them, "How does a traditional magazine make money?" A broad readership allows them to attract advertisers. So, as Justin said, it's about traffic. (Which takes time). Blogging is like any other entrepreneurial effort. You've got to stick with it.
The advertisers will come. The important thing at that point is not to compromise your content or the trust your readers have placed in you. Seek out advertisers you'd be most excited to partner with. You'll never get the advertiser you really want until you ask. But time.... be patient...
Clark Vandeventer recently posted..We’re having a baby!
Very good and accurate info. I've found that most brands will work with you in some way if you relate to their brand and have a following in their niche. Also most brands work with bloggers through their PR firm. Example I work with Keen and Icebreaker through http://www.jamcollective.net/ One other tip: If you don't have a large following do some basic SEO research and use that when approaching them. Example: Ask them for their top keywords/search terms. Tell them you will use those words in your posts. This will increase their google search ranking etc...By using the brands key words and using them correctly I have found that my posts sometimes come up on the first page of a search even before much larger retail outlets or stores. Most don't even know what their top terms are... but you will look smart and this will help you.
Jen Charrette recently posted..4 States in 4 Days
Jen, that's a great tip and one I had never thought of! Thanks for sharing!
Clark Vandeventer recently posted..We’re having a baby!
Nice post. I actually read the whole thing : ). Very inspiring. I dream of quitting the day job and pursuing my dream much as you have. People tell me I should just become a photographer based on the images I've taken. Alas, I seem to have been ensnared by the pursuit of the American dream (getting more stuff) and will have to continue the status quo for a while longer. Nice to find your blog... I'll be back...
Matt McGee recently posted..Underwater Photograhy Meet Interior Design, Interior Design Meet Underwater Photography
Go for it, Matt! I wish I had had those photography skills already, that is a big plus! Good Luck with everything! See you down the road.
HA! You actually read the whole thing! Because I suffer from web-ADD as well, I'm honored that I was able to hold your attention! I actually have a friend right now who is selling his eBay business (it's a pretty significant one) to pay off all of his debt and pursue his dream to be a photographer.
Check out my post on my blog about how my family ended up living in my in-laws garage. I was on a great career path and I chucked it. It's no easy decision and it's not always been easy, but looking back I can't imagine a better path. Before quitting my job I became convinced that if I were to stay -- just for the paycheck -- that I'd become just a shell of a man. http://www.familytrek.org/how-our-family-ended-up-living-in-my-in-laws-garage-why-i-highly-recommend-it/
Let me know if there's anything I can do to help you pursue your dream. My wife and I are also involved in some businesses that could help you supplement your income part-time while you pursue your dream of photography.
Clark Vandeventer recently posted..New iPhone 5? No, but I only pay $45 for unlimited talk, text and data.
justin and clark, so good to see you two again. great article. who knew it could be that easy. thanks. i'm going to try now and see what we can get organized for our anapurna, nepal hike.... thanks... gabi
gabi klaf recently posted..Visiting the Outback
Clark makes it look easy Gabi. I'm hoping it's that easy for me as well!
I still don't want to do the math on how much I get paid per hour on our blog. Definitely not in it for the money. It's a labor of love.
Clark Vandeventer recently posted..We’re having a baby!
just SU'ed the article. liked it that much.
gabi
gabi klaf recently posted..Visiting the Outback
Awesome, Gabi! Thanks for sharing!
Clark Vandeventer recently posted..Travel, Unschooling and Freedom.
Great post, Clark! We've actually been curious about how to reach out to some of the brands we'd like to work with, and your post gives great insight on the process. I'm gonna reach out to a few today. Thanks for your inspiration!
Bret @ Green Global Travel recently posted..JORDAN Photo Gallery- The Ancient Roman Ruins of Jerash
AWESOME, Bret! Glad I could provide a little nudge! Let me know if I can be helpful. Feel free to reach out anytime.
Clark Vandeventer recently posted..Travel, Unschooling and Freedom.
Wow, what an interesting post! Thanks for the information - and inspiration - on how to snag a big-time sponsor. Haha, I think some big companies are going to be inundated with emails from bloggers who read this!
Simon recently posted..Is Stonehenge the dullest attraction ever?
thanks, Simon! If those big companies are smart, they'll listen. The influence of bloggers is great, and growing every day!
Clark Vandeventer recently posted..The hope and promise of a new ski season
Really interesting post Clark! Thanks for sharing the details of how you managed to snag such an awesome partnership. It's amazing what you can achieve just by asking.
Reena @ Wanderplex recently posted..The ultimate guide to finding great food when traveling
Hi Justin,
I ams enjoying reading this web site and your comment. Sounds like your all having a wonderful time.
I thought my son was a genius but now I found another.....you, Justin!!!!!!
I am very, very impressed of all I read.
Love you all,
Grandma Liz