In a climate where consumers, often over-solicited by advertising messages that are not always relevant, are becoming more and more suspicious of the discourse of brands and companies, influencers play the role of hyphenators and help generate trust and commitment.
But how can influencer marketing be used in an event project?
Influence marketing and influencers, what are we talking about?
Actors, celebrities, journalists, sportsmen but also Youtubers and other Instagrammers... share with their respective communities on social networks their opinions on many subjects and products.
Whether they are paid or not, they contribute to influencing consumers in their habits, their choices and to impacting purchasing trends.
Influencer marketing is therefore about building an effective strategy that includes identifying the right influencers for your target audience, setting up collaborations and ensuring that your messages are properly disseminated to your target communities.
But what kind of influence strategy for events?
Peoples or experts to make your event stand out
Inviting public figures to an event to promote it is not new. On the other hand, in the digital age and the real-time sharing of one's every move, the interest of an influence strategy is to multiply the results by reaching a maximum number of people in a minimum amount of time.
Whether it's a question of bringing in an array of celebrities for the Etam fashion show, for example, by counting on the fact that each one of them will boast of his or her own little story on Instagram or Facebook, or organising a blog trip to Iceland to present the new product of a major perfume brand to a small group of privileged female influencers as we did for Narciso Rodriguez, the principle remains the same.
The objective is to capitalise on the prescription power of personalities who, because they are experts in their field or simply recognised, will have a significant capital of influence on the communities they reach.
Which influencer for your event?
Road show for the launch of a new product, a fashion show, a concert, the opening of an ephemeral venue... there are many different types of events, each of which often has a specific objective.
Depending on the stakes, but also on the brand, the choice of influencer profiles will be different. Betting on high-level athletes for a sporting event such as the 2024 Olympics, which are currently supported on social networks by the majority of major French sportsmen and women, relying on a scientist or a recognised expert to legitimise the quality of your product, or even offering yourself a renowned chef such as Juan Arbelaez or Jean Imbert to communicate about your restaurant or short-lived bar are all possible strategies. The challenge is nevertheless to agree on the values and DNA of the brand to collaborate with aligned influencers.
An effective influence strategy has now become a key factor in the success of event communication: by working simultaneously on the issues of image, commitment and awareness, it considerably favours media coverage.
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