Event Planning - Event Marketing (Part VI)

Branding on steroids

Some refer to what I describe as branding on steroids as achieving celebrity status within your niche or becoming an influencer.

By celebrity or influencer, I am not referring to individuals such as Kim Kardashian or Justin Bieber, but rather to a business figure recognized in your specific field, a leading thinker, or a significant influencer in your industry.

In order to gain recognition in their field, influencers typically achieve this by writing a successful book, establishing a popular YouTube channel or podcast, or founding a successful company. Hosting a significant event series can also provide a strong platform for visibility and recognition. Building a substantial platform for oneself or a product is crucial for establishing influence. Moreover, garnering significant publicity through the aforementioned methods can solidify one's status as a notable figure in their niche. As the event series grows, so does one's influence. While becoming the foremost figure in the niche may not be guaranteed, reaching the top 10% of influential individuals in the field is highly likely, bringing forth numerous additional advantages.

If you want the event to establish you as an influencer, don't simply associate it with a corporate brand. Instead, promote yourself by incorporating your name, photo, and potentially videos into each event you organize and market. Gradually, as your event gains recognition and grows, you will start to be seen as an influencer.

After establishing yourself as an influencer in your specific field, individuals will begin seeking to connect with you, offer you assistance, and form relationships with you. This increased recognition will lead to enhanced marketing opportunities, authority, publicity, and greater trust from prospective clients. Consequently, this trust will translate into increased sales, as customers must have confidence in you before making a purchase.

Hiring influencers

A lot of event organizers and business owners are interested in influencer marketing, expecting immediate traffic and sales results. Although this may seem enticing, it's simple for individuals to create the impression of having a large online audience without actually being influential.

One issue with influencer marketing is the need to compensate influencers for promoting your events before determining the effectiveness of their promotion. Engaging an influencer can be risky as their reach and the success of their campaigns are not guaranteed.

Consider running ads instead of hiring an influencer if you are open to paying, as ads offer a more predictable outcome. When engaging with influencers, aim to establish a professional relationship akin to how one business owner would interact with another. This could involve cross-promotion or providing assistance with their projects. A lasting, mutually beneficial relationship with genuine influencers will hold more value than a one-time promotion.

Genadinik, Alex, Event (2014) Planning: Management & Marketing For Successful Events, Kindle, ISBN: 1519178204, 

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