Working with Influencers to Promote Your Event

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Partnering with influencers is a powerful strategy for boosting event attendance — but only if you know what you’re doing. How can you identify and find the right talent, compel them to work with you and get the most out of the relationship? Here are three tips to get you started:


  1. Leverage existing event stakeholders. Start with the “low-hanging fruit” — the committee members, speakers, sponsors, exhibitors and others who share a vested interest in the event’s success. Give them a gentle reminder to promote their presence at your event to their networks. Provide them with the necessary tools to make spreading the word as effortless as possible, such as this custom toolkit that mdg created for The Utility Expo.
  2. Identify the content creators in your network who are likely to attend. Offer this group incentives— such as complimentary registration, free hotel accommodations or exclusive on-site access — in exchange for creating and sharing pre-event promotional content. To ensure a mutually beneficial arrangement, it’s crucial to establish a clear policy, like mdg did for FABTECH.
  3. Consider looking outside of your database. When your goal is to increase awareness, it’s essential to collaborate with influencers who boast a substantial following. In this case, using an influencer search tool (or agency) to identify and secure prospects, plus offering monetary compensation in exchange for promotional content, will likely be the way to go. Don’t miss out on the opportunity to tap into this kind of creator community to gain valuable feedback and insights.