Influencer marketing isn’t going anywhere. In fact, more than half of kids today want to grow up to be influencers. The fact that youngsters are showing up for career day at school with GoPros and selfie sticks is a testament to the enduring clout of influencers. More than likely, you have firsthand experience of the effectiveness of using influencers for event marketing. In this article, we share seven ways NYC event planners can make influencer marketing even more effective for increasing ticket sales.
Influencer Marketing: An Event Planner’s Secret Weapon
Influencer marketing is hotter than ever, and it’s still the top way for event planners to promote their events. According to Sprout Social, 86% of consumers will make a purchase in the next year due to an influencer’s sway. But what makes influencer marketing so effective?
Trustworthiness: Influencers are powerful brand advocates because their audience trusts them. They’ve earned their following and “influencer status,” in part, by being trustworthy. Being trustworthy is, in some ways, an influencer’s commodity. They won’t steer their followers wrong just to make a buck. And their audience knows this.
Well-crafted content. Their audience may be loyal because an influencer is trustworthy. But being entertaining is the reason they got their followers’ attention in the first place. Partnering with an influencer is akin to bringing on a content marketing expert. Influencers understand their medium, channel, and followers. And they have a proven track record of creating content that resonates.
Expanded Reach. Finally, influencer marketing is successful because brands can reach a highly targeted audience that is otherwise beyond their reach. An influencer’s followers are passionate about their niche and are, therefore, more likely to make a purchase.
You’re already sold on the importance of influencers for event marketing. In the next section, we’ll share our top tips for working with influencers for maximum event ticket sales.
1. Partner With Several Influencers
Spread your influencer marketing budget across several influencers. It may seem like a lot, especially when you also want to spend on other marketing channels. But consider that a quarter of brands spend more than 40% (almost half) of their marketing budget on influencer marketing. And with that increased spending, brands are able to partner with several influencers to get the word out about their events. Using several influencers in your event marketing campaign has several advantages.
- Expand your reach across several audiences and demographics.
- Use their various perspectives to enhance your event’s reputation and personality.
- Cement your event’s reputation as an epicenter for leaders in your niche.
2. Consider Micro-Influencers for Your Influencer Marketing Strategy
Sure, influencers with massive follower counts are impressive. But smaller, micro-influencers have advantages that the bigger players don’t. Studies show that micro-influencers have a higher conversion rate over their larger counterparts. And smaller influencers may have traits that translate well to increased ticket sales, such as being local to your event’s location. Finally, micro-influencers are almost always less costly than larger influencers.
3. Use Influencer Marketing for Each Stage of the Sales Funnel
While influencer marketing is invaluable for expanding your event’s reach, it’s also pivotal during each stage of your sales funnel. In addition to building awareness, influencers can create content that nurtures their audience’s interest and guides them to purchasing event tickets. Contract with your influencer to try the following types of content to guide their followers to purchase tickets.
- Top-of-funnel content: Use teaser campaigns and countdowns to spark their followers’ curiosity.
- Middle-of-funnel content: Behind-the-scenes content and Q&As with key event personalities will nurture the audience’s interest.
- Bottom-of-Funnel content: Distribute promo codes to nudge followers to purchase their tickets.
4. Host Influencer Roundtable Discussions
Bring several influencers together to discuss trends and issues surrounding your event’s niche. Roundtables give fans an opportunity to see their favorite influencers in an unscripted situation and learn more about their favorite topics.
Event marketers love roundtables because they can reach multiple audiences. Roundtables cement your event as the place where thought leaders gather. Your panel can also include key personalities from your event.
5. Give Influencers First Dibs in Your Pop-Up Shop
Pop-up shops are key draws for retail brand events. They give attendees the chance to shop the newest products and feel like VIPs. Invite influencers to explore your pop-up shop before the event begins to give their audiences a sneak peek of what’s available. Opening your pop-up shop to influencers also instills a sense of FOMO, and those who can’t attend your event may need some online shopping therapy from your website.
6. Give Your Influencers a ‘Golden Ticket’ to Give Away
Enlist your influencers to host a contest or giveaway in which one of their lucky followers receives a pair of VIP tickets to your event. Your Golden Ticket campaign will be most effective if it also expands your event’s reach. Audience members can enter the giveaway by sharing user-generated content, tagging friends, and sharing posts.
7. Give Attendees an Opportunity to Interact with Their Favorite Influencers
Make your influencers part of the main attraction by giving their fans an opportunity to meet them at your event. Fans feel a close connection with their favorite influencers, much like mainstream celebrities. Influencers can feel like friends thanks to their up-close, genuine content. Giving fans and followers an opportunity to meet their favorite influencers can serve as a powerful motivator to purchase tickets to your event.
Get a Taste of Influencer Status at The Event Planner Expo
In many ways, influencers and event planners have much in common. Influencers are experts who educate and entertain their followers. And they add value to the lives of their audience. Event planners, just like influencers, educate, entertain, and improve the lives of their clients.
And when you reserve a booth at The Event Planner Expo, you’ll rise to influencer status as you catch the eye of top corporate decision-makers. Cement your place as a thought leader in the events industry. Reserve your booth today.
