What do you say when potential keynote speakers or exhibitors ask you what kind of media attention they’ll get by participating in your event?
Do you clear your throat and change the subject? Do you chuckle and say something like, “What do you think this is, Comic-Con? CES?”
Both you and they know you don’t have the star power to attract the attention of television and newspaper reporters. There will be no reality TV stars making appearances on your showfloor. Bloggers will not be reporting live from your show.
Or will they?
It’s true that the digital age of marketing has given rise to the celebrity blogger, the Internet phenom who wanders the world breathlessly recording what he or she sees for millions of faithful readers.
But the evolution of social media, in its infinite diversity, has introduced us to the “micro-influencer,” the blogger who has earned the trust of a small but passionate audience, the writer who can draw that audience’s attention to your event, and who would be flattered by an invitation.
Here are the three things a micro-influencer can offer even the smallest event and how they can deliver your event’s message to a farther-flung audience.
Engagement. Studies – and common sense — tell us that as the number of followers a blogger has rises, the likes and comments, the number of people paying close attention to what they’re writing, diminishes.
But the micro-influencer of a smaller niche audience who is “just like one of us” can make a deeper personal connection and engage in a conversation with his or her followers, not just make readers aware of a brand.
Authenticity. Readers know when a message is insincere and are quick to reject it. The micro-influencer, who is on the ground writing, has that authentic voice. He or she is “just like one of us” and their insights can be trusted.
Affordability. How much would it cost you to get a celebrity or a high-profile speaker that you hope would draw some media attention to your show? And how many free passes to the show could you afford to give micro-influencers in exchange for the number of registrations they could land for you?
Fine, you say, but who and where are these micro-influencers?
Look at your own social media activity. Who’s following you closely and frequently posting insightful comments?
In your own social media messages, use hashtags and keywords related to your industry. If you run a plastics show, for instance, try “#plasticsblogger” or “#plasticsgeek.” See who you hear from.
Roam around Google and look for the niche bloggers who are covering your show’s field of interest and your exhibiting companies.
Finally, there are influence-marketing tools and blogger networks out there. I’ll leave it to you to find the most responsible vendors peddling them.
We know digital tools can enhance events. We also know some of the technology with the greatest “wow” factor is not accessible to the smallest of shows.
But that doesn’t mean you can’t find a way, here and there, to take advantage of the ever-changing digital age.
Michael Hart is an event consultant and conference content professional. He can be reached at firstname.lastname@example.org, @michaelgenehart or 323-441-9654.No Fields Found.