Think back to high school, or even middle school (if you can bear it). What was one way to make sure all the cool kids would come to your party? Invite one cool kid and get him or her to bring along friends. That’s the basis of event influencer marketing.
Although the politics of middle and high school might have melted away, the same sort of rational exists in the party planning and event world today. If you can get one influential person to show up, everyone who is anyone is going to want to come to your event.
What Is Event Influencer Marketing?
Event influencer marketing is the use of influencers to promote an event that your brand is planning. There are a few ways to use influencers to promote an event. If you’re hiring talent for the event, such as a band or comedian, you can tap into the fan base of that talent and ask the band or comedian to promote the event through social media and their own marketing.
Another option is to hire social media influencers to attend and promote the event to their followers. Ideally, your influencers’ excitement about the event will convince other people that it is a must-attend party.
Why Use Event Influencer Marketing?
Why use influencers to promote your next event? In a word: Trust. Just as all the kids in school wanted to attend your party because that one cool kid was going, the followers and fans of a trustworthy influencer are going to want to go to an event because that person gave it a stamp of approval.
Trust is evolving. Nielsen’s Global Trust in Advertising survey found that nearly two-thirds of people trusted the opinions of others online, even if they didn’t know the person. The Edelman Trust Barometer revealed that people put more faith and trust in individuals these days than institutions, and that “people like them” are now the most credible spokesperson a brand a can have.
Some Examples of Event Influencer Marketing
What does event influencer marketing look like in action? Here are a couple of examples:
Gigi Hadid X Tommy Hilfiger Fashion Carnival
When you think about it, fashion shows have long been their own form of influencer marketing events. Designers hire whomever the most popular models are to walk down a runway wearing their upcoming collections.
But the Fashion Carnival put together by US designer Tommy Hilfiger and supermodel Gigi Hadid was an example of event influencer marketing like no other. First, you have a model collaborating with a designer to create a collection that sold out pretty much right away after the show. Second, you have those pieces promoted and linked to on social media (in this case Instagram) so that people attending the event or watching online can buy them instantly. Third, you capitalize on the friendships of your influencer so that more influencers attend, attracting even more crowds, both in person and online.
Race to Erase MS Gala
Race to Erase MS is an organization dedicated to raising money to find a cure for multiple sclerosis. Each year, it holds a gala event to honor its donors and to raise money for continued research. In 2015, the event featured a number of influencers, such as YouTuber Maiah Ocando, who created a special video for the gala, attended the event, and signed her name on a guitar that was auctioned off during the gala.
How to Make Event Influencer Marketing Work for Your Brand
If you’re ready to try using influencers to promote your next event, here’s what you can do.
Find the right influencers
Think of your brand’s niche and location when choosing whom to work with. Although big brands are likely to get big-name influencers, it’s more likely that a smaller micro-influencer is going to be a better fit for more niche brands and smaller companies. Think about quality instead of quantity when you pick your influencers. You want to work with someone who actively engages with and connects to his or her followers, rather than someone with a huge follower list but few likes or other signs of engagement.
Make it worth their while
Influencer marketing involves give and take. When you work with an influencer, your brand can take advantage of their clout and standing. But what’s in it for them? According to the 2017 State of the Creator Economy study, the top three things creators look at when choosing an opportunity is whether they’d be proud to represent a brand, whether their audience would like it, and whether the compensation fits their needs.
Don’t put everything on the influencer’s shoulders
An influencer alone won’t carry an event. You still want to plan and put together the party of the year. Don’t skimp on food, drinks, and other entertainment just because you’ve found an influencer to work with.
Put together a plan for event promotion
How will the influencer promote your event? Do you expect a few social media posts from him or her in the weeks leading up to it, or will you being able to use the influencer’s name on your marketing materials after the event be enough? Once the event is over, it’s a good idea to have your influencer share a few posts about it, to get excitement up for any future events you have planned.
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