July 19, 2016
Gaining the attention of your audience using a more subtle, organic approach can have a lot of added value. It makes the consumer feel part of a conversation rather than on the receiving end of a one-way sales message. What are the advantages for event organisers adopting this method of marketing? Let’s see what Jolielot has to say in part two of her guest blog.
Do you see a shift in the way brands use influencers? Do more and more brands require bloggers, vloggers and influencers, or is this a trend?
I’ve definitely noticed that companies approach me differently than a year ago, as they’ve become increasingly aware of the strength this medium holds. Brand’s have been allocating budget to working with influencers and we’re able to conduct a lot of fun brainstorming sessions together to find the right campaign. Take my collaboration with Tui. How interesting is it that Tui will allow me to travel to Spain and represent their brand via blog and Instagram posts that are shared with all of my followers. It feels much less ‘promoted’ when it’s done this way as opposed to me writing about Tui as a company itself. I, of course, cover off the major city attractions but always push any new hotspots that I think are interesting for travellers. In order to be a successful influencer, you have to be of the ‘trendsetter’ mindset and create inspiration for people to strive towards.
The power of influencers is great. We live in an age where there are true ‘Instagram celebs’ who gain more likes than Beyonce! Consider Chiara Ferragni. She has 6.2 million followers and pretty much every item of clothing she wears is sold out within minutes! Of course, everything has an expiration date. Instagram is hot and it may not always remain at this level, but disappear? No way. I can’t see this happening. Just look at Facebook.
How can event organisers benefit from influential marketing?
It can be a really cost-effective way to promote an event. If you look at using ten different influencers that can reach 50,000 followers you’ll be looking at approximately €300 per post. Do the math… It is of course, difficult to measure exactly how many people see the post and hence why it’s smart to use the multiple influencers over several days to create wider coverage.
In addition to this, it’s a great way to reach different target groups. Take Valtifest in Amsterdam for example, who have a very specific dance and electronic audience. They have asked me to be an ambassador, not because I fit within their target demographic, but rather to generate awareness to a wider audience that they can’t necessarily reach.
Lastly, it’s important to note that Instagram followers like to attend events that they’ve seen their ‘influencer’ at via posts in the past. Take Coachella, the event with the biggest influencers around including Victoria Secret models, famous actors and the Kardashian sisters. Followers feel like the distance between themselves and their influencer is minimised if they’re attending the same event. There is a chance they might actually see them through their eyes rather than just on the phone screen. I recently attended Nomads Festival and posted a photo during the event. A follower made a comment, ‘I like it, I’m there!’. My response, ‘Dance Together?’. This level of interaction is very hard to achieve with a standard banner ad.
Meet Marlot! An adventurous blonde who picked up her things and moved to Amsterdam five years ago. She lives her city life according to the motto: positive mind, vibes & life, and this inspires more than 55,000 followers on Instagram. Jolielot works full time as an online influencer with brands like Givenchy, Valtifest, Tui, NET5, Marlies Dekkers and Disaronno. The happy place of the go-getter: the dance floor.