Hosting a Successful Event
Hosting influencer marketing events is one way to connect and build relationships with the influencers who can promote your brand. Whether you’re putting together your first or 15th event, these tips help create a productive, engaging experience for everyone.
Have a Purpose and a Plan
If you’re in the market for a car, you don’t stop at the first lot you find and randomly pick a vehicle that looks good. You spend some time thinking about how you plan to use the car and what features are most important to you. Otherwise, you may end up with a two-seater that’s fun to drive, but impractical for your family of five.
An influencer marketing event without a plan is as useful as a car that doesn’t fit in your budget or align with your values. Decide what you want to accomplish through the event. Are you introducing a new product? Is it time to build relationships with influencers? Do you want to increase your brand awareness? Having a clearly defined purpose for the event makes it easier to put together an event that produces results.
As you put together the guest list, choose influencers carefully. The ideal attendees not only have a solid following, but they also make sense for your brand. For example, budget travelers who like to stay in local accommodations may not be the best choice for a luxury hotel line.
Numbers are great, but you want to get your brand in front of the people most likely to do business with you. Look beyond the most obvious connections. A kid-friendly recipe book definitely appeals to parents, but it also may interest teachers, camp counselors and babysitters. Keep in mind the power of smaller scale influencers. They may have fewer followers, but it’s to your advantage if they better align with your brand.
Be a Good Host
You want your guests to have a good time, engage with the brand and leave the event with plenty of positive feelings. This starts with an environment that’s conducive to creating great content for their accounts. They need good lighting and interesting backgrounds. Encourage them to bring a plus one for even more fun.
Food, libations and entertainment are all an important part of fostering goodwill between you and your guests. Consider serving a signature appetizer or cocktail that guests can highlight and hashtag in their posts. Put out a spread that includes vegetarian and vegan options as well as non-alcoholic drinks.
Create an Interactive Experience
Not only do your guests need a reason to attend your event, but they also need something to do while they’re there. Give them opportunities to be creative and post content on the spot. Pass out copies of the cookbook and then invite them to make a recipe. Hand out samples of the skincare line and perform impromptu facials.
Set up a photo booth or selfie stations and encourage guests to pose with your product. Designate a hashtag for the event and have it posted everywhere so attendees can be sure to include it in their posts. The more chances they have to interact with your brand, the greater exposure you gain.
The steps you take after the event can make or break your relationship with influencers. Take the time to connect with them after the event and thank them for their support. You can do this through a handwritten thank you note or personalized email. Tag them in event photos and videos that you post on your site.
Influencer marketing is a powerful way to promote your brand across multiple channels. When you host marketing events, you get a chance to connect with and find the best influencers for your brand.