#BlogHer16: CRN build alliances and engages influencers at bloggers conference

18-Aug-2016 - Last updated on 19-Aug-2016 at 14:25 GMT

CRN’s Communications staff at BlogHer16. Shown here (l. to r.) are Holly Vogtman; Nancy Weindruch; wellness ambassador Felice Gersh, MD; Judy Blatman; Julia Shenkar; and wellness ambassador Holly Lucille ND, RN

The Council for Responsible Nutrition is continuing its strategy of building alliances and the industry’s credibility by reaching beyond its traditional media network and engaging in influential female bloggers.

The association was an exhibiting sponsor at the recent #BlogHer16 event in Los Angeles, CA, reported to be the largest conference worldwide that brings together women bloggers.

The BlogHer conference series started in 2005 as a community-building and education platform for the up-and-coming female blogger community, and has since grown to host over 3,000 attendees.

“The BlogHer conference has a stellar reputation, and the community is made up of the savviest online communicators. It was a great opportunity for us to build alliances,” said Judy Blatman, senior vice president, communications, CRN. “It provided us with more opportunities beyond our traditional media network, and allowed us to tell these influencers who we are as a trade association and also as an industry.”

Duffy MacKay offering wellness advice to blogger stopping by CRN's booth at #BlogHer 16 — CRN showcased eight rotating wellness ambassadors—including CRN’s Duffy MacKay, N.D. (shown here answering questions from a blogger visiting the booth)

CRN also hosted a special luncheon with about 30 key bloggers that included a presentation by Vitamin Angels Founder & President Howard Schiffer and a panel of healthcare practitioners moderated by CRN’s Duffy MacKay, ND, Sr VP of scientific and regulatory affairs, about how vitamins and dietary supplements can promote good health. Panelists included Wendy Bazilian, Dr.PH, RD, educator and author of Eat Clean, Stay Lean, and Felice Gersh, MD, OB/GYN and integrative medicine specialist and international speaker on women’s health issues.

Building credibility

The awareness and consumer understanding of the attendees varied greatly, said Blatman, from the health and wellness bloggers who had a good understanding, to some people who, “said they didn’t take supplements, but they did take a B vitamin”.

“This is all about building credibility,” she added. “Outside of the DC area people don’t know a trade association is or does, so we were able to show people we are approachable, balanced, and science-based.”

“It shows we have more ways to reach influencers beyond the traditional routes,” said Blatman, before adding that the association is evaluating whether to attend similar conferences. “You will see us building more alliances and reaching influencers.”

Two CRN members—Herbalife (Platinum Sponsor) and Garden of Life—also had booth space at the show, and another, SmartyPants, was a Bronze Sponsor.