Influencer marketing has taken a grip in many industries like F&B, automobile and fashion. We see the likes of Marshawn Lynch and Zoe Sugg rake in fortunes as the brands they work with become more visible. For the events industry, influencer marketing holds much promise. It can lend credibility to the event, bolster its presence amongst primary audience and add to the buzz so that this influence spillovers to your secondary audience by word-of-mouth.
But events come and go. Every few months, event planners plan a different event with a wholly different audience. There is little chance to continuously engage with influencers. However, for those events that will happen again in the future and is limited on budget, influencer marketing may be the most efficient way of reaching out. In order to do so effectively however is not easy.
1. Know your audience
We must first know the audience we are targeting to get the right influencer. Who really is the audience? Where do they lurk? Cast your nets wide initially and test the waters. See which platform gives you the best response. A young audience need not always respond best to Facebook or Twitter. Pinterest may not be the best for selling crafts. Some listing website might be your main source of attendees.
Then, once you know your audience’s preferences and tastes and also where they are usually browsing, you are then in a better position to choose the influencer.
Event planners need to be extra context-sensitive. If it is a local event, go for local influencers as you can achieve more results by focusing on a niche audience rather than spreading yourself too thin.
2. Identify the influencer for your audience
Knowing your audience, what they are usually searching for and where they are lurking can help you establish some search terms or hashtags that are popular amongst the audience. This can be used to find your best influencer.
It’s best to choose influencers who are already fans of the event, event topic your company, or what your company stands for. That way, they can be more authentic. Plus they have already established some credibility in that domain and can transfer that credibility to your event.
Research on how the influencers usually post, what they are comfortable speaking about and their personality types. Are they educators, activists, testers, journalists, etc.? Then you will need to craft your content with them in mind.
3. Engaging the influencer
But more importantly, give the influencer some space when promoting the event. You can nudge them along but don’t cage them as it inhibits authenticity. You could:
-Provide giveaways linked to the event periodically such as tickets, backstage passes and VIP accesses, merchandise linked to event like a book by the speaker
– Meet up with influencer and post a photo with them on social media a week or two before the event to hype event-goers up
– Long before the event, begin producing content related to the event and get your influencer’s endorsement or quotes. They will be more than glad to share content in which they are mentioned as an expert. Just remember to tag them or give them a shoutout when sharing!
– Choose a great theme that audiences will be excited about. This will enable the influencer to engage better with their audience. Well-crafted social media terms (hashtags, an events page) that are easy to remember and catchy will also allow influencers to drive more traffic to your sites.
4. Real-time influence
Get the influencer to the event and give them some airtime so that they can work their magic. List them as a speaker or allow them to have official coverage of your event. Provide an opportunity for them to make an official appearance onstage. Make sure everyone knows that the influencer is actively supporting your event!
Your event also has room for other local influencers so remember to invite them! Live events are a great opportunity for influencers to come face to face with their audience as well as be involved in a larger scale event.
But it’s not just about the influencers working their charm, you should to! Take the chance to further solidify your relations with smaller-scale bloggers by speaking to them face-to-face, as well as giving the influencer the recognition and attention they deserve so that they will want to help you again next time and continue talking about you. It’s a great chance for everyone to come together and connect so network like crazy!
5. Post-event blues
Make sure you capture live content from the event itself to be repurposed later. Get team members to take footage or do a fun photo op with the influencer!
Then, build more content upon the event. This will add to expectations for the event to run again and help to sow the seeds for the next time.
Remember to continue engaging the influencer. With social media, it has never been easier to boast about your relationship with the influencer to the whole world. Retweet, reblog, share, comment and upvote each others’ content. Don’t forget to thank each other after the event as well (another opportunity to authentically mention influencer)!
Not sure what to do this June? Not to worry, because we’ve rounded up some of this month’s highlights just for you.
The Art of Groove – Bass Masterclass by Norm Stockton
Is it all about that bass? It will be a no-holds-barred, all bass, all groove afternoon with Norm, as he shares about the finer details of groove and bass playing. Hear his journey to becoming a highly sought after musician and bassist. Come and be part of this exciting afternoon to be inspired, equipped, and hang out with fellow bassist and musicians.
The event will be on Saturday 6th June, from 2.30pm-5pm. More details can be found here.
DBS-NUS Social Venture Challenge Asia Finale
Come down and be inspired by the finalists as they pitch their ideas in front of a renowned panel of judges. Come down early to enjoy the DBS Foundation Seminar for Social Enterprises.
The event will be on Friday 12th June, 9.30am-4pm. More details can be found here.
The New You – Skincare. Hairstyling. Makeup. Photography.
A girl should be two things: Classy and Fabulous. – Coco Chanel
Come down for a relaxing afternoon and let yourself be pampered by a professional team of makeover specialists and the most advanced skincare technology from Maione Youth Original Essence.
The event will be on Sunday 14th June, 1pm onwards. More details can be found here.
Anti-Drug Abuse Campaign 2015
Singapore celebrates the 20th anniversary of the Anti-Drug Abuse Campaign, an annual flagship event in support of the anti-drug cause. With a focus on Community Togetherness, this year’s campaign will include the Anti-Drug Abuse Carnival – with DIY stations, activities such as skateboarding and a special photo exhibition on 20 years of the Anti-Drug Abuse Campaign. The popular anti-drug dance competition – DanceWorks! will return this year and be held concurrently, within the same hall.
The event will be on Friday, 26th June to Saturday, 27th June. More details can be found here.
We are excited to share that The Business Times featured EventNook on 28th Jun 2014 as one of the online event platforms which makes it easy for local event organizers to set up a simple, mobile friendly event registration and ticketing site in minutes, all by yourself.
Whether you are organizing a small gathering, a large conference or large music or parties events, it provides you a fast, easy and powerful tool to start your own online event registration website and event ticketing website in minutes with all the features you need for managing registration, attendees, payment collection, event promotion, etc.
With EventNook, starting an event has never been easier for small team or individual organizers as setting up the registration & ticketing website was never easy and straight forward even with an established ticketing agent like SISTIC. Our goal is to create an online event site which makes selling online tickets and managing attendees as easy as using Facebook. With EventNook mobile friendly site, your attendees can also register for an event or buy ticket on the go! A few of our trusted partners include Hub Singapore, Rise & Shine Expo, Singapore Yacht Show, MediaCorp Parenting Talk, Singapore National Productivity Conference.
We’re excited to introduce to you EventNook’s new feature, it is a minor function which allows the event organizers to end/close the registration in one click. If you are an event organizer using EventNook for your event registration, you may have notice that an individual ticket under your event have an option to be hidden or closed for registration.
However, if you have multiple ticket types in your event and you want to close the registration for all tickets, it may be a little bit of a hassle to update individually. You can now choose to deactivate your event registration or end the registration with just one click.
With the aim to promote creativity and imagination, EventNook has created an event exclusively for design talents and students! We are looking for people with passion and flair in designing and have an eye for detail to improve our current website banner. If you are good at photography or designing, you are the talent we are looking for!
Winning entries will be shortlisted by us and the number of likes your design can generate on your Facebook. The top winning entry will be used as EventNook’s website header. Acknowledgement and recognition will be given to the winner as part of our contest objective as well!
As long as you are 18 years old and above, you are welcome to join our contest!
Time and tide wait for no man.
So what are you waiting for? Let your creativity and imaginative juices flow now!