This article originally appeared on Trade Show News Network

Event marketers are used to seeing a lot of buzz onsite at their events. Between messaging pushed out by the host organization itself, social media sharing and media coverage, an event is a hive of marketing activity. But what’s often lacking, says Rachel Stephan, chief snöballer at snöball, is the authentic voice that comes from the people who are actually experiencing the event — the attendees, speakers, partners and exhibitors.

That’s the idea behind snöball, a digital tool that helps event organizers harness the power of influencer marketing and put it to use at their events: to provide a way for those event participants to easily share your message through the filter of their own personal experiences.

“With influencer marketing, you’re giving the megaphone to your influencers, because [the message] is more authentic coming from them,” Stephan says.

Ideally, the buzz should start long before your event takes place, helping to raise awareness and excitement to drive attendance, media awareness or any other goals around visibility, she adds.