Influence marketing: how to integrate it into your events?

Today considered as THE method to convert targets into members of an engaged community, influencer marketing is used by the biggest brands. Between high visibility, authentic message and audience reactivity, collaborating with influencers brings many benefits in the long term.

Whether it's for a product launch, the inauguration of a shop or participation in a trade show, organising an event by inviting this particular target group becomes a real challenge for event professionals! Discover the key factors to develop an effective influencer strategy during your events.

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Inviting influencers to your events: the benefits

The methods used to convince one's audience are multiple and are constantly evolving over time. With digitalization and the rise of social networks, influencers are now considered as levers of notoriety for brands. As true ambassadors of your event, they have the possibility to spread the word about your products with a single click!

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By sharing live content on social networks, they will bring you a large-scale visibility and attractiveness. Indeed, these community leaders interact with their audience all day long. Inviting them to your event will allow you to get people talking about you by arousing theinterest of their numerous followers.

According to a study by marketing agency Single Grain, 92% of consumers trust content published by a person more than by a brand. As they are increasingly distrustful, they have a constant need for reassurance before making a purchase. By associating a popular influencer with your brand image, it will be easier for you to get closer to your target to gain their trust. This close relationship is an opportunity to win their support through a positive e-reputation.

Their community sometimes extends to hundreds of thousands of Internet users. By putting the spotlight on your event, they will surely allow you to reach targets that you did not even consider before! Take advantage of their power of persuasion to unite new prospects around your products and attract them to your event.

From video producers to product testers to opinion leaders at your conference, get the most out of the multiple roles these particular participants can fill. Promotion and communication on social networks will be key to achieving marketing and financial results in record time!

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Each type of event has its own category of influencer

The main objective of your event through the involvement of an influencer is to reach a qualified audience. That's why it's important to select participants who best match your brand's values and whose community is close to your target. Fitness stars, lifestyle bloggers, or fashionistas with a passion for fashion, each field has its own influencer!

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For charity events, it is also an effective means of promotion that allows to act in favour of a cause. It is in the heart of the Bois de Boulogne at the Good Planet Foundation that the Youtopia event chose to welcome speakers sensitive to environmental issues. Between Mike Horn, Natoo, Julien Sebbag and Pierre Sang, the discussions, broadcast live from a transparent FUGU dome, helped to mobilise a committed community. The result? 11,000 euros were raised to plant trees!

Thus, the coherence of the profiles with the identity of your company makes it possible to establish a stronger proximity and a positive perception of the messages you wish to transmit. Thanks to this meeting between brand and influential personality, the human dimension generates greater participation and a positive rate of engagement.

Do you want to reach a large audience or a more specific community? It is essential to choose an influencer that will meet your targeting objectives. A macro-influencer will bring you more notoriety while a micro-influencer will allow you to reach a niche target thanks to their proximity to their community.

Whether it's a party, a conference, a product launch or a fashion show, influencer marketing can be used for any type of event. It is up to you to exploit the potential of the selected influencer, who will be able to relay your brand's actions to interested internet users.

The choice of location: a fundamental element

Influencers are full of invitations to private parties and product launches of all kinds. To stand out from the crowd, choose a place that is trendy and aesthetically pleasing. Whether it's a scenic restaurant or a boat ride, they love to share WAOUH with their followers. Always in search of the best view, offer them an atypical scenography that will sublimate their instagram story!

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To create a memorable experience that will be shared on social networks, the venue must impress your guests. The unusual is the best way to create surprise and to make people want to participate. In order to promote its new perfume, the stylist and creator Narciso Rodriguez chose to welcome its influencers in the heart of Iceland, in a transparent geodesic dome FUGU! An enchanting and exceptional journey that sublimated the brand's new fragrance.

In addition, the decoration and the visual elements that make up the space are just as important. Between the photo booth, your own goodies and the buffet of snacks, enhance the space to catch the eye of your guests. These small details will create an overall atmosphere that reflects your brand values.

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Engage and interact with quality content

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Influencers' time is precious! To optimise the moments experienced during your event, plan an interesting programme that will encourage them to share photos and videos on their networks by mentioning you or using a dedicated hashtag. The key is to get the key message across by creating high value-added content before, during and after the big day! From the invitation onwards, create suspense around the event to attract the interest of the target audience.

Creating a memorable and engaging experience can take many forms. From live demonstrations, to competitions, to workshops related to your industry, the possibilities are endless!

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If you are organising a hybrid event, you can invite relevant speakers and prepare interactive animations. This will allow you to have access to the content downloaded, to the connection time of Internet users according to the activities and to the messages exchanged. Nothing better to analyse the moments that generate the most interest and thus optimise the organisation of your next event.

Maintaining a long-term relationship

The success of your event will give you the opportunity to set up a long-term partnership with the invited influencers. To win their sympathy for your brand, don't hesitate to pamper them! Indeed, this highly solicited public is sensitive to small attentions. Reward them by creating an event that meets their expectations.

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Once they have immersed themselves in your brand, your more authentic relationship will give more credibility and legitimacy to the collaboration. By trusting your most loyal influencers, the audience will be drawn to engage more with your brand.

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The objective is to seduce Internet users while enhancing your brand image. To establish a transparent and sincere relationship, do everything possible to ensure that they have a pleasant time on the day, and then ask them for feedback on your event.

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Finally, influence marketing is a strategy that ensures that your event is promoted tenfold . In addition to increasing the visibility of your brand, this method will allow you to convert your targets into members of an engaged community. Weaving a lasting relationship with relevant influencers will only benefit your commercial impact, while giving credibility to your brand's discourse and values.

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