Brands are increasingly recognising the power of influencer marketing, and what better way to bring that online connection to life than through curated events? These events offer a unique opportunity to foster genuine relationships between brands, influencers, and their audiences, creating memorable experiences that translate into impactful content. But throwing a successful influencer event is more than just putting out some snacks and hoping for the best. It requires careful planning and execution. This blog post will guide you through the essential steps of curating killer events for brands that invite influencers.
1. Define Clear Objectives:
Before diving into the details, ask yourself: What do you want to achieve with this event? Are you launching a new product? Building brand awareness? Fostering community? Your objectives will shape every aspect of the event, from the guest list to the activities. For example, a product launch might focus on demos and hands-on experiences, while a brand awareness event might prioritise networking and storytelling.
2. Identify the Right Influencers:
Choosing the right influencers is crucial. Don’t just focus on follower count. Consider factors like:
- Relevance: Does their audience align with your target demographic?
- Authenticity: Do they genuinely connect with their followers and represent your brand values?
- Engagement: Do they generate meaningful interactions with their audience?
- Content Style: Does their content style complement your brand’s aesthetic and messaging?
3. Craft a Compelling Theme and Experience:
The event should be more than just a gathering; it should be an experience. Develop a theme that ties back to your brand and resonates with the influencers and their audiences. Think about:
- Venue: Choose a location that reflects the theme and brand identity.
- Activities: Plan interactive activities that allow influencers to engage with your brand and each other. Workshops, demonstrations, Q&A sessions, and behind-the-scenes glimpses can be highly effective.
- Atmosphere: Create a memorable atmosphere through décor, music, and catering.
4. Prioritise Influencer Experience:
Remember, the influencers are your key partners in this endeavour. Make their experience seamless and enjoyable:
- Personalised Invitations: Send personalised invitations that make them feel valued.
- Clear Communication: Provide clear and concise information about the event logistics, agenda, and expectations.
- Dedicated Support: Assign a dedicated point of contact to assist influencers throughout the event.
- Content Creation Opportunities: Provide ample opportunities for influencers to create high-quality content. Designated photo booths, interactive installations, and access to key personnel can be helpful.
5. Amplify the Event’s Reach:
Don’t let the event’s impact be confined to the room. Extend its reach through strategic promotion:
- Social Media: Create a dedicated hashtag and encourage influencers to share their experiences on social media. Consider live streaming key moments.
- Media Outreach: Invite relevant media outlets to cover the event.
- Content Repurposing: Repurpose influencer-generated content for your own marketing channels.
6. Measure and Analyse:
After the event, track key metrics to evaluate its success:
- Social Media Engagement: Monitor hashtag usage, mentions, and overall engagement.
- Website Traffic: Track website visits and conversions originating from influencer posts.
- Brand Mentions: Analyse brand mentions and sentiment.
7. Follow Up and Nurture Relationships:
The event shouldn’t be a one-off interaction. Follow up with influencers to thank them for their participation and nurture ongoing relationships. This could involve sharing event highlights, providing exclusive content, or collaborating on future campaigns.Curating successful influencer events requires careful planning, attention to detail, and a genuine focus on creating a valuable experience for everyone involved. Let Xpose assist you with managing your full pr campaign, including turn-key events management. Get in touch today to schedule a free strategy consultation.
