Leveraging Influencer Marketing to Create Event Hype

Influencer marketing has emerged as one of the most effective ways for various promotional activities. In fact, it is being extensively used for enhancing participant inquiries and responses in the field of event marketing. According to a study undertaken by Launchmetrics, more than 28% of marketing professionals prefer this mode of promoting an event, making it the second-most popular niche after product launch activities, to be using highly effective influencer marketing strategies. However, leveraging the benefits of influencer marketing for event promotion requires event organizers to have a clear understanding of the concept itself as well as various factors influencing the same.

A Brief Overview Of Influencer Marketing

Influencer marketing is a marketing strategy wherein marketers work with people having the ability to boost sales and drive traffic in favour of an event by promoting it. Influencers can range from celebrities to subject matter experts or renowned professionals associated with different aspects of the event. These influencers use their popularity and the trust placed in them by the masses for promoting an event or a brand. Given the global reach of the influencers, their association with event promotion activities is likely to produce better results than most other marketing strategies. This is because influencers are able to get the message across to the target audiences and motivate them to take a call to action in a more effective and prompt manner.

Using Influencer Marketing Effectively For Brand Promotion

Setting up the right influencer marketing campaign can be an extremely stressful and confusing task.  In addition to planning the partnerships with the influencers, it is equally important for the event organizers to focus on proper employee engagement for ensuring campaign success. Given below are the brief details of some aspects of influencer marketing that can prove beneficial in this context.

Choose The Most Appropriate Influencers

The choice of influencers can impact the success of the marketing campaign quite significantly. As such event organizers should thoroughly research the various influencers they may consider most suitable for promoting an event. They should make sure that the public image of the influencers aligns with the basic idea behind the event. Choosing influencers without considering this vital aspect and simply on the basis of their number of followers on various social media platforms, is definitely not the right strategy.

Have A Great Influencer Strategy

It is important to have a well-defined influencer strategy that clearly defines the objective of the campaign and expected returns sought on for investing in influencers. In this context, drawing up a contract detailing the various parameters that form the basis of a partnership between the event organizers and the influencers is favourable. However, the organizers should make sure that the contracts are flexible enough to enable the influencers to do things in their own ways and thus maintain their established image and values. Moreover, the contract should not make the influencers feel overwhelmed but should offer only the most important information in a clear and precise manner.

Chalk Out A Pre-Event Hype Strategy

Getting people talking about an event long before it commences is key to ensuring its success. For this, the event organizers need to chalk out an effective strategy in coordination with the influencers. Uploading promotional videos featuring the influencers on various social media sites, and employee engagement apps or even event apps is an effective way to ensure the same. By creating awareness about the event long before it is to take place, it can help attract a larger number of target audiences and even enhance participation inquiries. Influencers need to work towards generating the buzz and building audience curiosity by sharing interesting event facts, talking about the various benefits of attending it, and presenting it as something highly exciting and satisfying.