Influencer marketing : Pack the house at your next event
Boost your event attendance rates with influencer marketing
Everyone dreams of planning an event that will pack the house and be known as “the event of the season.” Large events can sometimes have big budgets to match, which allows them to provide high-quality catering and decoration, as well as prominent keynote speakers and industry voices that pull high attendance.
Fortunately, you don’t always need the star power of a celebrity to get people interested in your event. You might just need influencers respected by your target audience.
Who exactly are influencers?
At a basic level, influencers are people who are able to influence others through their words or actions. They may have influence over 10 or 10 million people, but regardless of the reach, their audience closely listens to their opinions and makes decisions based on them.
In the past, successful influencers maximized their reach through mass media, such as print, television or radio. But with the democratization of media through the internet and social media, we have seen the birth of “micro-influencers” who have devoted followings in small niches.
How to choose the right influencer
By partnering with an influencer, you can access their existing audience to promote your event. But many event planners interested in leveraging influencer marketing often worry that it is too expensive.
Fortunately, there are influencers who are willing to work at most every level of budget. Don’t feel forced to work with influencers who demand high fees; instead, focus on micro-influencers with smaller, targeted audiences and much more reasonable budget requirements.
In many cases, you will find that these influencers are just as, if not more, effective. They have highly targeted followings that celebrity influencers might not. While their tweets or Instagram posts might not get as many impressions, each impression they do get is far more valuable. In promoting your meeting via social media, this means that each impression has a much higher chance of converting into an attendee at your event.
How do I connect with the right influencers?
Find the right micro-influencers by searching Twitter, Instagram and LinkedIn hashtags relevant to your audience, event and industry. If you’re not sure which hashtags to use, then a simple Google search of “top hashtags” for your industry will give you a good starting point.
Look for social media platforms that use your chosen hashtags, post consistently and have followers who regularly engage. Once you’ve identified one or a few ideal prospects, do some research to find their personal or professional email account to establish some rapport. Be sure to outline your organization, your overall mission, and how you hope that influencer might be able to contribute.
Start this process early so that your engagement builds over time and feels organic. Even influencers with small followings can feel inundated by frequent pitches. Also, remember that any arrangement you come to with an influencer must be mutually beneficial. If your event budget allows, consider paying them to promote your event on their social media pages.
Additionally, you might also try to entice an influencer to participate in your event by offering the following incentives:
- Affiliate payment for each ticket they help you sell (verified through a unique promo code)
- Speaking time at your event to promote their products or brand
- Giving them time to promote their products or brand at your event
Alternatively, you can engage with relevant influencers that you may already have a relationship with. These conversations will lead to much faster conversions, as they already know you and are more willing to help you as a favor.
RELATED ARTICLE
We’re living in an unprecedented time, with a global health and economic crisis that has disrupted industries across the world.
Overview of Local Customs Trends
As the world continues to face unprecedented challenges, we must all do our part to support one another and the communities that…
Setting Up Events in New Normal
We’re living in an unprecedented time, with a global health and economic crisis that has disrupted industries across the world.…
Event planners should do to prep
As the world continues to face unprecedented challenges, Marriott and the whole hospitality industry has prioritized the health…
Setting Up Events in New Normal
Embrace diversity and inclusivity in your next event so that everyone, no matter their background, is given a chance to thrive,…
Embracing Diversity At Events
As businesses are starting to open up again, let’s go beyond the screen and connect with your teams and clients in a clean and…
5 Ideas for Events in Australia
Previously, we interviewed some of our event planners about working with a limited budget. Today we’ll show you a few ways to…
10 Affordable Event Decor Ideas
While we may not be able to meet face-to-face now, it doesn’t mean we can’t stay connected with each other. Consider planning…
ONLINE ACTIVITIES YOU CAN HOST
Expanding knowledge, finding solutions to problems and presenting new products or services are just a few reasons why people…
Make Large Conference Intimate
Meetings can be completely virtual or in-person, or a mix of both. Most major corporations are adopting all three formats, so when…
The Value of Offline Meetings
2019 has been a memorable year for our spectacular #MIEVENTS moments. As Marriott’s event planners collaborate with clients all…
2019 #MIEVENTS Moment
Gone are the days when corporate events are stilted and take a mundane form with basic formalities and lackluster décor. As with…
Your Insta Moment Events
Throughout 2019, we have interviewed some event planning experts at Marriott’s Asia Pacific properties, who have been kind enough…
2019 Event Planning Tips
We've got you covered. Just sit back, relax and take the quiz now to find the perfect theme for your year-end party!
2019 Wrap-Up Party themes
All across the Asia Pacific, Marriott’s event planners have had a very busy year at their hotels working alongside clients,…
Meetings & Event Trends Wrap-Up
Looking for the ultimate event to make a difference? Want to still throw a great party whilst raising funds for a meaningful…
Unique Company CSR Programmes
The event industry is reshaping, and consumer behaviors are shifting rapidly. To keep up with customer satisfaction and…
The Future of Meetings & Events
In most cases, event planners are given a limited budget to pull off an event, whether it’s a birthday party or a corporate gala.…
Limited Budget? No Problem!
Trying to take your corporate end-of-year celebration OOTO? Or throwing a New Year’s Eve party for your loved ones? See four of…
Ending 2019 with a Bang!
Get ready to plan a party of a lifetime, filled with unexpected twists and turns, fantastical settings and ethereal adventures.…
Whimsical Events Inspirations
Birthday parties, company incentive trip, CSR activity, fashion brand launch, real estate press conference, gala dinner and the…
Unique Moments of Event Planners
Keeping your guests entertained throughout a party or an evening gathering can at times exhaust an event planner’s book of party…
"Fire" Ways to Entertain Guests
As event planners, you can help to make a positive impact on climate change for your guests, clients, and the community.
Eco-Friendly Meetings Tips
No two days are identical in the life of an event planner. Some days, you get to create the most romantic and unforgettable…
NO DAYS THE SAME FOR PLANNERS
Plan unique events at these unconventional venues that Marriott has to offer. Think beyond four walls and explore creative ways to…
Unique Event Spaces
Find your flow this summer at W Hotels! It is nice to take a deep breath once in a while during the busy summer, and what better…
Must Try Yoga Break Ideas
Emily Yoo and Helen Yang share their personal experience in event planning and how they achieve career success at Marriott
Our Successful Event Planners
According to findings from The Future of Meetings & Events report we generated, as a partnership between Marriott and PCMA, we are…
Business Event Trends 2019
More than ever, companies are seen as the leaders for social and environmental change - and event attendees are looking to…
Earth day Everyday
Starting to notice some puffy eyes, frequent grunts and a drop in productivity around the office? Maybe it’s time to call for a…
Unique Company Retreat Ideas
Lunar New Year has started for a while now and are you still wondering how your work life and fortune are going to be affected by…
5 Event Planner Success Traits
With over 30 years of experience, meet our event planners Sherwin Lucas and Czats Lopez who are here to give you insiders tips to…
Meet Our Event Planners
Wishing you the best in the Year of the Rat! Incorporate some team #DIY into your celebrations with these festive paper peonies...
Diy Paper Peonies
With May 19 looming closer, the world is buzzing with excitement for the latest addition to England’s royal family. After dating…
Royal wedding inspired event tip
As the FIFA World Cup 2018 steps up to the global stage in June, millions across the globe will once again tune into the…
Planning multi-venue events
Whether it's a simple centerpiece or a dazzling display, flowers can enhance a celebration with the right burst of beauty. Even if…
Flower arrangement for events
A successful event doesn't have to be a dramatic, large-scale affair. Small events can offer your guests myriad benefits, too,…
Tips for successful small events
Coordinating a one-day event presents plenty of challenges, as any planner knows. So when an event spans two or more days, the…
Multiday event planning tips
When designing an event, planners sometimes fail to consider etiquette, which can be important in creating an environment…
Event etiquette in Asia
You don’t need to wait until Earth Day to create an eco-friendly event. Regardless of your audience, incorporating sustainable…
3 tips for sustainable events
Warmer weather and tasty treats will inevitably draw thousands to annual food festivals this spring, including events like The…
Planning multicultural events
You don’t need to be a superhero to launch the perfect event—but it doesn’t hurt to think like one. With Avengers: Infinity War…
Plan events like an Avenger
