How to host a successful influencer event for your brand
As social media channels continue to gain popularity, the rise of influencers has created an entirely new approach to this brand-building activity. Consumers are more wary of what they believe when it comes to brand messaging, 92% of them trust an influencer more than an advertisement or traditional celebrity endorsement.
If you want to spread the word about your services and products, influencer marketing should be an imperative part of your digital strategy; and influencer events can elevate your efforts. However, it’s important to understand the potential pitfalls and take care of the basics if you want to have a positive experience with any influencer or blogger event. After all, if there's any time you want your brand to shine, it’s infront of those who’ll be writing about it to deliver your brand message to the captive audience. Here are some tips for hosting a killer influencer event and how we implemented them for our client Bromma Blocks.
Define your objectives and deliver substance
Before reaching out to potential influencers, you first need to decide what it is that you’re trying to achieve with your event. Whether that be to build awareness for a product or collection, promote the opening of a new store, or simply for the sole purpose of stoking discussion about your brand.
For Bromma Blocks, generating brand awareness has been one of our most important goals, and influencer marketing seemed like the perfect fit. Our first challenge was to highlight how Bromma Blocks is a safe destination for shopping during these uncertain times with proper social distancing. Secondly, Bromma blocks is deep rooted in its heritage and its community, and is the retail and leisure destination which offers everything and more. This needed to be portrayed across social platforms.
Take care of the details
Before reaching out clearly define your budget, as professionals, influencers are likely to expect to gain something from their attendance- whether it’s a financial reward, a giveaway or exposure. Additional budgetary factors that you will also need to consider may be the cost of travel and accommodation for your guests.
Partnering with five influencers who promoted home and lifestyle content, we were able to place Bromma Blocks infront of social users that were already interested in our niche. No additional funds were needed for finding the ‘right audience’- the influencers had already fostered this audience on social media. We formed personal relationships with the influencers to thoroughly explain where, when, and what was going to happen at the event. Being as transparent as possible at every stage is imperative so the influencers understand what they can expect in return.
We knew that hosting an influencer event would provide Bromma Blocks with a bigger reach, not only during the event but also after it. As the influencers continued to share their experience on social media 3 weeks after the event, it put Bromma Blocks back in the spotlight. Using special hashtags helped to track media mentions across all platforms from the event.
Track your event’s social media success
Before your event, take time to plan and promote an event-specific hashtag. That’s an easy thing to forget when you’re deep in event planning (it’s happened to us before). Using special hashtags helps to track media mentions across all platforms from the event.
If applicable, providing trackable codes or promos to your attendees can be invaluable in determining your return on investment. We encouraged our influencers to tag us as ‘branded content’ so we can achieve real-time insights into how posts are performing- making influencer partnerships more efficient, transparent, and trackable.