Event influencer marketing is an integral part of your event marketing mix, and can pay dividends from the pre-event to the post-event stage. Using the Event Phases outline (PDF) courtesy of Maritz Global Events, we can demonstrate how influencers can be integrated into every key event planning stage.
The 8 phases of a successful event are:
- Announcing
- Attracting
- Anticipating
- Arriving
- Entering
- Engaging
- Exiting
- Extending
1. Announcing
Capturing the attention of your public in a meaningful way is the first step you’ll need to fulfill. Typically this includes issuing save the date reminders and other teasers. But it’s how you disseminate this information that is crucial. In the case of influencer marketing, the medium is the message! Make sure the right people are exposed to your initial event announcements by having your event influencers spread the word to their network. In a world where emails clutter inboxes and most traditional media avenues are over-saturated, event influencer marketing is your secret weapon.
2. Attracting
This second phase is all about providing compelling reasons to attend your event. You’re trying to secure as many positive RSVP’s as you can! This is where Snöball does a lot of the heavy lifting in your event marketing mix. It gives your event participants, all of whom are influencers, the tools necessary to promote their presence at your event. They each receive a unique, branded, shareable landing page – a Human-2-Human invitation that will surely generate interest among the members of their network. If you have produced teaser videos or visuals, ensure your influencers are sharing these too.
3. Anticipation
In this phase, meeting planners must begin to reveal more concrete details about their event to appease those that have committed to being present. This is a great time to begin interviewing your event influencers and use this content as part of your event marketing mix. Even short testimonials from key stakeholders can provide compelling arguments for attending, and remind those who have already registered about the kind of experience they can expect. Some ideas for interviews include asking your new attendees/influencers what made them decide to join this year, asking your veteran attendees about their fondest memories of your event, asking sponsors about how this event aligns with their values, and interviewing speakers for a behind-the-scenes look at the major takeaways of their session.
4. Arrival
Travel is always hectic, and sometimes it’s a nightmare! While most of this is out of your control, you can still make sure that your event is not adding to that stress. One thing that virtually all delegates will be doing in the days leading up to your event is planning their participation. If your conference is a biggie, with concurrent sessions and activities, planning where to go can quickly turn into a headache. To alleviate this, have your influencers spread their tips and recommendations regarding things like your app and your technical/social program. They can recommend their favourites and be available to provide guidance for those that need it. Having influencers field these concerns saves you time and improves delegate satisfaction.
5. Entering
The time has come! The doors to your event have officially opened and guests are entering. Whether you’re hosting a dinner party at home or a congress of national importance, the responsibility to be a good host remains your number one priority. Delegates are your guests, and you need to make them feel welcome and comfortable. To help set a positive and personable first impression, influencers can be present as greeters on that first day.
6. Engaging
Your main focus during the event is proper execution in all areas: education, comfort, networking, food, and beverage, etc. While you’re overseeing this, your event influencers can be providing added value for your delegates. Encourage on-the-ground engagement through informal meet and greets, brain-dates, and sessions with event influencers. Face to face interactions contribute to increased trust, understanding, and a sense of a shared mission, which is exactly what you’re trying to foster at your meeting.
7. Exiting
It’s time to say goodbye and you likely have a big bash planned that will send delegates off on a high note. At the exiting phase, you should consider making influencers a part of the closing session. They can help provide a classy sendoff and get the round of applause they deserve too.
8. Extending
Event marketing truly is a year-round endeavor. The post-event phase is of vital importance when it comes to keeping the good vibes going. By coordinating promotional campaigns at this crucial time, you’ll be able to keep your event top-of-mind for as long as possible. Keep past delegates engaged and attract new ones as well by sharing clips of live-streamed sessions. Conduct post-event interviews with influencers and release them periodically as part of your event marketing mix to keep the positive associations of your event alive.
Bottom Line
With some creativity, event influencers can be involved in every phase of your event. And they should be! They represent your on-the-ground community ambassadors that bring the personal touch back to your event. No event is too big to lose that community-oriented spirit.
Snöball can be your partner in your event marketing mix, from the pre-event to the post-event stage. This platform gives your influencers everything they need to launch a professional and sophisticated influencer marketing campaign that endures all year long.
