Brands get hundreds of pitches a day. How do you make brands want to work with you over all the other influencers out there? In other words, what do you need to put in your pitch so brands want to work with YOU? In this article, we’ll go through everything you need to know so you can nail that brand pitch!
Influencer marketing is HOT and regardless of your following size, you have the potential to work with brands to create amazing things.
“But Teagan – I have no idea how to reach out to a brand!”, I hear you say. “Do I just say ‘I love your brand and would love to work with you. Here are my stats; hope to hear from you soon’?!?!”
Now, of course – you could do it that way and it may even work, however, there are far better ways to go about things. In this post, we’ll go through the steps you need to follow to help you create the perfect brand pitch so brands not only notice you but want to work with you as well.
Before we get into the actual pitch there are some important things we need to cover first.
Defining your brand
Possibly, no, in fact, THE most important step before doing ANYTHING is defining your OWN brand. How can pitch to brands if you don’t even fully understand your own?
In order to define your brand, you will need to answer the following questions;
- Who are you?
- Why are you doing what you do?
- What are your passions?
- What do you want to achieve?
- Who do you want to service?
- What do you want to be known for?
- Does what you create represent all the above?
The above questions are very important to think about and answer because, at the end of the day, you’re not just a business; you’re a brand with a real person behind it!
We have created a handy workbook to help you define your brand. You can find a link to download it at the bottom of this article.
You should now have a solid idea about your brand. Knowing who you are and what you represent makes it easier when researching and developing proposals to present to brands, which we’ll touch on further down.
Finding your passion
Next, think about what you’re really passionate about. Do you love cake and can be regularly seen eating cakes in your content or on socials? Are you a huge Corsair fan and already use their products? Do people know you for being obsessed with your dog (I know I am!) and everyone knows how much you love him/her? Are you crazy about mobile gaming?
Once you’ve figured out what you’re passionate about and what your brand represents, make a wish list of companies you’d LOVE to work with.
Research the brand!
You should now have a wish list of brands and companies you would like to pitch to and eventually work for. NOW RESEARCH, then research some more. Think that’s enough? No! Do more research. Make sure you know who you’re reaching out to and what the purpose of your contact with them will be.
While researching the brand you should be able to establish what the brand is doing and identify a gap in their marketing efforts that you can fill. Ask yourself the question “What can I do to help this brand? Maybe you can expose them to a new audience, or maybe you can create content for them. You can even offer a mix of the two.
Let’s take the cake example from above. You’ve decided you want to focus on promoting cakes. Now it’s time to research bakeries or brands that go well with your brand.
For example, if your branding is rich and prestigious, you can contact Big Cake Brand and suggest working together to promote a product in their “decadent range”. Explain to them how and why collaborating with you will be beneficial to them. I recommend noting down a few ideas for content that you could produce for them such as;
- Instagram posts with you enjoying a “decadent bath while eating their decadent cakes”
- Promoting the product on your stream or YouTube channel with a special section called “Danny’s decadent delights”, where you eat cake and talk about your favourite decadent things.
“What’s cake got to do with video games?” you may be asking yourself. Haven’t you heard the quote “The cake is a lie”; one of the most famous video game quotes ever?! But I digress; cakes have nothing to do with video games but it doesn’t matter! You’re passionate about cakes. It’s on brand for you! If you feature a lot of cakes in your content already, you most probably have other cake lovers as your audience. Your audience is not going to hate you or think you’re a sell out for promoting things you love. Promoting something you don’t like out of nowhere is what’s going to disappoint them.
Content creation is expensive for brands, so having your own pre-planned and well-researched ideas available already helps them and also shows you’re really into working with them. You creating content also saves them time because they don’t have to do anything! Your content is ready-made and they can use it on their social media or in newsletters and other advertising. Aim for 2-3 ideas.
Now the big important part!
Making contact with the brand you want to pitch to.
Firstly, you want to make sure your pitch lands in the right hands.
A lot of companies outsource their PR and marketing to external agencies. You’re going to want to find out which agency represents them and the person in charge of the brand you want to work with. This can be a very daunting task at first. Here are some ways you can find the right person to contact
Send the brand a DM on Instagram or Twitter politely asking who the best person to contact in relation to your pitch.
Check out the websites of agencies and see what brands they work with. Lots of agencies list their team on their site. It’s always good to message the “Account Manager” as even if they don’t manage the brand you want to pitch, they are probably sitting next to the person who does.
Another place to look is LinkedIn – nearly every professional has a LinkedIn profile. It’s an amazing networking tool and you should set one up for yourself if you want to be taken seriously in the business.
Ask around: – are you friends with other influencers who have worked with a particular brand before? If so, ask them. They’ll have the details of the best person you need to speak to.
If all else fails, send your details through the contact form on the agency’s or brand’s website. You may get lucky and the person managing the brand’s email just might forward your pitch to the right person.
Phew! That’s a lot of work already and you haven’t even begun pitching!
Okay, here is the part you’ve all been waiting for: how to write your brand pitch.
How to write your brand pitch
Your introduction is incredibly important. You’re going to want to hook the reader in as quick as possible. Brands read a ton of emails each day and you want to have something that will grab their attention and make them want to keep on reading. Is there someone you mutually know? Mention that. Share a fun fact. Don’t be generic – be creative in your introduction. It’s also a good idea to congratulate them on the launch of their new product or their latest collaboration with another influencer.
The next step is to introduce yourself. Let the reader know who they are talking to. This can be as simple as “I’m XYZ and I create content on Twitch/Instagram/YouTube.” Your elevator pitch would go well here. This is incredibly obvious, but the details count. What are you passionate about? Which genres of games do you like? What have you been creating lately? You want to set up the WHOLE picture for your reader so they have an idea of who they are reading about. Don’t go too far into detail such that you’re describing your breakfast from three weeks ago! Mention things like the latest game you played and how well it performed on your stream; or about what you want to achieve moving forward with your stream. Brands want to see that you have a bit of self-awareness and that you have some goals to kick. Goals they can potentially help you with!
Mention why are you emailing them
Think about what you would want to know about you if you were in their shoes. Tell them exactly why you are emailing them! You are reaching out for a reason and there is no problem in being upfront about it. Opportunities are out there and the best way to get them is to go looking for them. Brands want to know what they can provide for you, but more importantly what you can provide for THEM. How you can SERVICE them. When you work with brands its important to remember that it’s a two-way relationship. You’re offering your services (solution) in order to help them with a problem they have in return for payment. Don’t make it all about you. Tell the brand how you can help them. Make it more than just “exposure to my following of ten thousand people.
You basically want to let them understand that you know who they are and what you can do to serve them. This is also a good place to suggest the content ideas you came up with when researching the company and brand. Remember it’s about them and what you can offer THEM. Identify something they could benefit from with your help and offer a solution. Dont’ make it all about what you want!
Provide some insight
Now, this is the analytical part, where you impress the brand with some OUT THERE NUMBERS! Give them the behind the scenes tour of your Twitch channel, throw in your viewership, your concurrent viewers and how many followers you have. If the stats are less than impressive, it might be beneficial to leave them out and let your pitch do the talking. This is the only business-ey aspect you will need to include, so make sure you present it clearly and concisely to the reader.
So your numbers might not seem impressive to you but never fear. The brand might be after someone with an engaged Australian audience and doesn’t care for someone with 100,000 followers in the USA. Never look negatively at your numbers. Engagement trumps everything.
Show your community some love
Tell the reader what you love about the community you have built. What games do they like to play the most? Do they play on PC or console? Include their demographics (age, gender, geography). This is so the brand can determine if your community aligns with their marketing and promotional plans. Present it in a way that is reader-friendly and engaging, so that they can share internally if they find it necessary to. I would also recommend infographics, as they fill all of those cups!
Link em in, Eddy! Remember to include links in your brand pitch
When talking about what you have done in the past with other brands its important that you pop in some hyperlinks so that they can view what you have created. If you haven’t worked with brands in the past, send through your Twitch/Mixer/Youtube channel links. It’s great being able to share your content; you worked hard! Let people know about it!
Tip: In your day to day life, it’s important to share things you love or enjoy on instagram or other social media. This shows the brand that you already identify to your viewers/readers the things that you love and makes you more credible. Brands will take notice of this and it’s a good step at getting them to reach out to YOU! If the brand has helped you in some way, let them know.
Tone it down!
There is no need to be overly professional; we’re in the games industry! We’re fun, creative, exciting and out there! Trust me, that person reading your email is equally as dedicated and motivated to work with others in the industry. Think outside the box; it won’t be detrimental to your email and networking.
Finishing off the brand pitch
Now to sign off the email. Let the reader know that you look forward to hearing back from them! It will hopefully motivate them to hit that reply button quick sticks. Remember to read back over your email and make sure that your contact details are present. Even consider popping in a signature. Be genuine with what you are saying at the end of the email. People appreciate honesty and openness for future conversation.
Things to avoid:
- Don’t reach out to an agency just to get your name out there. At least be aware of the brands they represent.
- Do not say things like “I have X amount of followers and you will be stupid to miss this opportunity” Don’t be cocky. Remember, we’re building relationships here.
- Instead of sending out the same email to everyone, spend some time crafting an authentic and genuine email to the company you want to work with.
Phew! What a read. We hope this helped ease your mind when it comes to reaching out to brands so you don’t have to dive in blind.
Remember we’re here to help. If you need additional assistance or advice, get in touch with us and we’ll have a chat to see what we can do so you make a great impression to the brands you reach out to.
Do you need a media kit made to go along with your pitch! We can help. Click here to order your personalised Media Kit