Basel start-up Trigami finds bloggers for advertising campaigns
Remo Uherek and Alain Aubert recognized the marketing potential of blogs two years ago. Via their platform Trigami, which has now been online for over a year, they place bloggers with advertising clients for corporate campaigns.
Remo Uherek and Alain Aubert recognized the marketing potential of blogs two years ago. Via their platform Trigami, which has now been online for over a year, they place bloggers with advertising clients for corporate campaigns.
According to Uherek, a campaign starts with an application process. The objectives and main criteria are worked out and the campaign is then put out to tender for bloggers to apply. On the one hand, these are selected according to thematic criteria, in relation to the topics of the blogs. A second criterion is the reach.
Last month, Trigami placed bloggers for a McDonalds campaign. "We selected 200 blogs for this," says Uherek. Trigami has generally specialized in larger campaigns. On average, 50 blogs are placed per campaign, as Uherek explains.
The prices charged for Trigami's services cannot be expressed as a simple percentage, says Uherek. They depend on the size of the campaign and the needs of the client. Depending on the order, there are different processing fees for briefings, fees for campaign management and support, as well as for individual reporting. Individual consulting services are also often added per campaign. The final cost of the campaign ranges from a minimum budget of CHF 1,500 to up to CHF 15,000.
According to Uherek, the bloggers themselves receive a fee for their marketing services in the form of test products and an expense allowance of 50-100 francs per campaign. The blogger's fee is included in the price charged to the customer. After Trigami entered the market, a lively discussion arose among bloggers as to whether a neutral, authentic view of things could be described despite the fee offered, or whether a blog would lose credibility as a result. In the meantime, most people have come to the conclusion that this can be regulated by a clear declaration of the circumstances.
The Trigami platform is growing
The idea for Trigami was born in October 2006 at the first Swiss Bar Camp in Zurich, following a lecture by Dominik Tarolli entitled "Quo Vadis Blogging - Money-making machine or fun hobby?". "The topic of this lecture was an additional impetus for my project," Uherek explains to Werbewoche. He then developed his idea further and put it into practice together with Alain Aubert.
Trigami was finally founded in Basel on June 12, 2007. Alain Aubert as Chief Financial Officer and Remo Uherek as Managing Director played a key role in the development of the prototype, with David Burkardt and Dominik Tarolli providing support.
So far, Trigami has already placed over 200 campaigns with bloggers, says Uherek. Over 5000 bloggers are currently offering their services for campaigns on the website. So far, the platform has mainly focused on Germany. 80 percent of the bloggers are based there, the rest in Switzerland. Expansion into other countries is being considered. On a recent business trip, Uherek sounded out the possibilities of the American market. Perhaps that is where Trigami's great future lies.
(Image: Remo Uherek (left) and Alain Aubert)
According to Uherek, a campaign starts with an application process. The objectives and main criteria are worked out and the campaign is then put out to tender for bloggers to apply. On the one hand, these are selected according to thematic criteria, in relation to the topics of the blogs. A second criterion is the reach.
Last month, Trigami placed bloggers for a McDonalds campaign. "We selected 200 blogs for this," says Uherek. Trigami has generally specialized in larger campaigns. On average, 50 blogs are placed per campaign, as Uherek explains.
The prices charged for Trigami's services cannot be expressed as a simple percentage, says Uherek. They depend on the size of the campaign and the needs of the client. Depending on the order, there are different processing fees for briefings, fees for campaign management and support, as well as for individual reporting. Individual consulting services are also often added per campaign. The final cost of the campaign ranges from a minimum budget of CHF 1,500 to up to CHF 15,000.
According to Uherek, the bloggers themselves receive a fee for their marketing services in the form of test products and an expense allowance of 50-100 francs per campaign. The blogger's fee is included in the price charged to the customer. After Trigami entered the market, a lively discussion arose among bloggers as to whether a neutral, authentic view of things could be described despite the fee offered, or whether a blog would lose credibility as a result. In the meantime, most people have come to the conclusion that this can be regulated by a clear declaration of the circumstances.
The Trigami platform is growing
The idea for Trigami was born in October 2006 at the first Swiss Bar Camp in Zurich, following a lecture by Dominik Tarolli entitled "Quo Vadis Blogging - Money-making machine or fun hobby?". "The topic of this lecture was an additional impetus for my project," Uherek explains to Werbewoche. He then developed his idea further and put it into practice together with Alain Aubert.
Trigami was finally founded in Basel on June 12, 2007. Alain Aubert as Chief Financial Officer and Remo Uherek as Managing Director played a key role in the development of the prototype, with David Burkardt and Dominik Tarolli providing support.
So far, Trigami has already placed over 200 campaigns with bloggers, says Uherek. Over 5000 bloggers are currently offering their services for campaigns on the website. So far, the platform has mainly focused on Germany. 80 percent of the bloggers are based there, the rest in Switzerland. Expansion into other countries is being considered. On a recent business trip, Uherek sounded out the possibilities of the American market. Perhaps that is where Trigami's great future lies.
(Image: Remo Uherek (left) and Alain Aubert)
