How to Create a Buzz Around Your Brand Events: Invite Influencers
Wed Nov 01 2017
Whether it’s a store opening, a new product launch, or just a fun party, few marketing initiatives have the social impact of in-person brand events. Although the idea of events is great, many brands struggle to get people to attend their marketing gatherings.
As you might suspect, influencers are pros at creating a buzz for brands by promoting products and services to their thousands of loyal followers. But have you ever considered using influencers to promote your brand’s events?
build hype before the event.
encourage more people to attend the event.
ultimately create a more exciting time for your team.
Here are four steps that brands can take to make events a huge success by working with influencers.
1.IDENTIFY THE RIGHT INFLUENCERSPalmers partnered with influencers to hold meet-and-greet events in Walmart locations where their products are sold.
To have a successful event, working with the right influencers is a must. Be sure to work with creators who align with your brand message, are familiar with promoting events, and ideally live within a 50-mile radius of the event itself. Don’t waste your time inviting influencers who live far away or who aren’t a great fit for your specific brand and event.
Check out our blogpost, “4 Tips for Identifying the Right Influencers”
As a side note, we suggest inviting creators a month before the event itself to give them enough time to prepare and to ensure that you get the turnout you desire.
2. Create a VIP experience
In-person events are a much bigger commitment for influencers than their regular posting work, so it’s always best to go the extra mile to get them excited about attending.
In your initial invitation, explain all the perks of the events. Will there be food? Free alcohol? Exclusive products? Potential press opportunities? All these details matter. If you can, go the extra mile and offer to provide transportation for the influencers via a ride-sharing service like Uber or Lyft.
You want the influencer to want to attend, not just feel pressured to show up.
3. Generate and repurpose content from the eventLalique invited influencers to their product launch event. Their posts generated brand awareness and buzz.
Leverage the influencers’ large audience to build hype about your event. Make sure to get lots of content during the event that you can post on your owned marketing platform.
Build Hype Starting a Week Before the Event
Have your influencers post to their social channels announcing that they will be at the event.
If it’s a public event, have the influencers ask their audience to meet them there.
Upload Live Posts During the Event
Have the influencers post to their Instagram Story during the event itself.
Create a unique event hashtag that the influencer can promote.
Wrap-up post (1-2 days after the event)
Have the influencers post some photos from the event, along with a little recap.
4. Be active on your own social channels
Be sure to take advantage of all the content being produced for your event! Repurpose the influencer’s content on your own social channels. Got a photographer at the event? Snap photos of all the influencers in action, and repost this content or use it in an event wrap-up newsletter.
You can also post Instagram and Snapchat stories to your own page to give your audience an exclusive peek into the event itself.
To wrap everything up, be sure to repurpose the photos that the influencers post after the event. This will not only show off how successful your event was, but entice more people to want to be a part of your next one.