The benefits of influencer events (ITB panel)

Back in February I was invited by Irina from the MICE blog to appear as a guest on a panel on ROI (return on investment) of influencer events at ITB (Internationale Tourismus-Börse) Berlin. Then, as you may have been aware, all day time events were cancelled for that week due to the increase of COVID-19.

As we knew very little about the virus at the time, we still went ahead and visited Berlin. I received a message from Irina a couple of days in asking if I was in town and if I wanted to meet to record the panel as an interview. To which I couldn't say no to.

So a couple of days later, we were sat in a funky hotel and setting up cameras. For me, the whole experience had been surreal anyway as it would've been my first time attending ITB Berlin in the first place. So for it to then be cancelled and carry on life almost as normal in Berlin was, well, surreal! There really is no other way to describe it...!

The guys did a great job of hosting the interview and creating the content for it, but as per, there was so much more I would have loved to say. Plus, in this current climate, it feels appropriate to add to it, now that so much of the world has gone virtual. So for brands and creators interested in brand and creator thoughts (all my own), here are my answers to the ROI of influencer events:

What is the difference between press vs influencer trip or event?

Understandably there is some confusion, but the top line is a press trip or event is typically made up of journalists and traditional press attendees. But the lines are blurry now because an influencer (or content creator) does report on and create content for brands and destinations. A content creator is classed as press or media for events (where influencer is not an option) and has just as much - if not sometimes more - authority than traditional press nowadays.

Traditional press tend to have some form of qualification or accreditation whereas influencers/content creators will typically have built their platforms from a hobby or side hustle.

What are the objectives of an influencer event?

As a planner, it really depends on the brand/team/individual outcome, whether that is to have x amount of people attend an event, increase general visibility of the brand, to reach a certain number of accounts and shares… It’s really down to the team’s aims, as with any other event.

How can brands capture the attention of the busy, in demand influencers, is this possible only with monetary rewards?

One thing we forget when it comes to content creators is: they're people. They're people and it's incredibly simple to get in touch with them more often than not. Nine times out of ten, I've received a response on social media private messages or emails from either the creators themselves, or their agent.

It's the same on the brand side too, the emailer could have looked at my Instagram two seconds before but a one liner asking me how my time in Berlin is/was, sets me up to read on. Because it shows a level of personal interest.

"Showing the money" straightaway, when you think about it, is not personable and very transactional. If a content creator - or their agent - asks for budget straight up without taking time to find out about my campaign or event, I'd say I was less likely to then to take them on. There has to be equal engagement and an interest in providing value for both sides to create some real success. Some relationship building.

The quickest way to get their attention, is to treat them like a human, be engaging and conversational and be transparent about your offer.

How can brands measure the ROI (return on investment) of an influencer event? Nowadays there are various ways to measure ROI, depending on brand aims and targets. For some it could be the amount of tickets sold, attendees signed up and/or attendees at the event. Others may be interested in using tools to track accounts reached, impressions and engagement using specific hashtags and accounts on the day/s. Some may also contract individual creators to produce specific content for the event.

It all goes back to what the brand is hoping to achieve - and is as simple as that. There is no hidden secret.

How can brands create instagrammable moments at an event or trip for the influencers to share on social media?

As I mention in my ebook Content Creation: Both Sides of the Screen, it’s important to provide an aesthetically pleasing room(s) with some potential props or one particularly dressed up wall. Neon signs still get some great traction - and anything that can be dressed up in is a plus. Places where individuals can grab a friend and take a snap. Or grab a drink and take a snap that includes some subtle hints to the brand.

It’s a fine line between creating an memorable experience and subtly getting those searches in.

How necessary is briefing pre event or trip and what such briefing will include?

As per any business transaction, it’s important to be transparent about the collaboration from day one. Nowadays a lot of teams will have set their desired goals for a project before bringing on content creators, so this can be laid out in the initial email and/or contract.

For paying attendees however, while you can of course encourage them to join the conversation and use the event hashtag, it should never be expected that they “should” post.

What makes a successful collaboration?

At the risk of sounding like a broken record, it really comes down to whether the outcomes set before the collaboration were met. From both the brand and the content creator. Was the content created engaging? Did the brand give the creator everything they needed to do their job? Were both sides easy to work with? Could they work together again?

What makes a successful collaboration for me is knowing that the content creator enjoyed their experience working with me, but also that they were professionally engaged also. I want to come away from the event or trip and be certain after a couple of weeks I want to work them again - and hopefully met the metric aims set by the team or client.

Thank you again Irina for inviting me to this interview - check out her blog here!

ITB Berlin and Berlin Travel Festival are also joining forces this weekend to bring together a virtual show: We Love Travel, see you there?

Han x

Image by Thomas Loris.