Influencers now play an essential role in shaping the views and decisions of many people. While they don’t directly tell people what to think, their credibility and reliability allow them to sway decision-making, especially among their followers, subtly.
In corporate event management, you need a variety of marketing strategies. One of the most effective and popular methods for promoting corporate events is leveraging influencers.
But how should you get started, and how can influencers help in ensuring that you reach your target audience? In this article, we’ll discuss some tips for leveraging influencers for corporate event management.
1. Identify the Right Influencers
The first step in leveraging influencers for corporate event management is selecting the right ones. Simply being an influencer does not guarantee access to your target audience, as every influencer specialises in a different niche and appeals to a distinct audience.
So, before partnering or working with them, you should first identify your target audience. After that, find the right influencers that has the same audience as your event’s audience, so that their content will align with your marketing strategies.
2. Establish Clear Goals
Before approaching influencers, you should establish clear goals, or the things you want to achieve when partnering with them. For instance, it can be about a wider audience reach, a higher attendance rate, strong social media engagement, and better brand visibility.
Once you’ve listed your goals, identify a way to track the progress of your goals. For instance, you can base them on likes, clicks, comments, and even with the help of analytics. The more ways you have to track the progress of your goals, the easier it is to identify whether you’re achieving them.
3. Create Authentic Partnerships
The audience can usually identify right away whether it’s a forced collaboration. Usually, the details of the campaigns are far from what each side is usually creating. On the other hand, if both parties have the freedom to create content or share their experiences based on the given topic, the audience can easily notice their genuineness.
Once the audience notices that the partnership is authentic, they can easily support the event and share it with others.
4. Contact the Influencers Early
Connect with the influencers as early as possible. Since they also have a busy schedule, their content for at least the next week or month is all planned. So, if you want your event to be included in their plans, it’s best to inform them about the partnerships a few months before the event date. That way, when they plan their schedule, they can work it around the dates you proposed. At the same time, they can also plan the content they’re going to make that’s related to the corporate event.
5. Provide Exclusive Access
When partnering with influencers in promoting corporate events, offer them exclusive access to various opportunities, so that they’re aware of what’s happening behind the scenes, and what other elements they can show to their audience that can get their attention.
Aside from the exclusive access to the event, you should also include other offers, such as a talent fee, other event invites, and freebies. Since the process of making content can be complicated, influencers deserve the right to be compensated properly.
6. Encourage Real-Time Sharing
The event venue should be aesthetically pleasing and have Instagram-worthy spots. These encourage real-time sharing of pictures and videos on their accounts. In addition, you can also install some interactive installations and create an interesting hashtag for the event.
Corporate events are often celebrated annually, so having a specific hashtag can help reduce the confusion about the posts from past and future years.
7. Support Influencer Content
The collaboration doesn’t end once an influencer posts something about your event on social media. It’s your responsibility as the partner to share your content on the event’s or brand's social media account to show appreciation for the work.
Whether the content is collaborative or individually planned, sharing it on your social media accounts is recommended. In addition, you can comment or react to their posts for better results.
8. Measure and Analyse Results
Working with influencers isn’t just about the content they post, but also ensuring that you can reach your goals for your event. So, after the event, you should measure the effects that the content of the influencers provides on the success of your event. It can be through social media analytics or the feedback of the audience about your partner influencers.
Final Thoughts
Aside from being social media personalities, influencers can provide various types of help in ensuring that the events they agree to promote can reach their target audience. By considering the tips listed in this article, you can come up with ways to encourage influencers to promote your events.
ABOUT THE AUTHOR
Aliana Baraquio is a content writer for Pink Caviar Events Sydney, a full-service event management and decorative hire company located in Sydney. When she's not typing out blog posts, you can find her watching anime series or baking cupcakes.
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