In many ways, influencer marketing is just like a wedding: the wedding is being thrown for the bride; however, the reception is thrown for the guests. The influencer marketing campaign is thrown for influencers, indeed, but then the power of the brand, the products, and the services, should be conferred to the influencer his or herself. The brand is the county, the influencer marketer is the Sheriff, and the online influencers get deputized and are deputy Sheriffs, representing not only the power of the Sheriff/marketer but also, de facto, represent the county/brand as well.
Girl, You’ll Be a Woman Soon
A Bar Mitzvah celebrates a boy becoming a man, a Quinceañera welcomes a girl into womanhood, and a wedding celebrates the joining two souls in marriage. In every case, if the event planner doesn’t make the honored feel special and full of joy–but for a day and in memories–then they’ve failed at their job. It shouldn’t be about the brands, the liquors, or even the wedding singer and her band, it should be all about the boy, the girl, and the betrothed (and, of course, all their family and friends).
Judge Not Lest You Be Judged
You might secretly feel like online influencers are entitled, spoiled, superficial, and ludicrous–but don’t ever bring that to the campaign. Wedding and event planners don’t last long in the business if they have open contempt for their clients, no matter how ostentatious their tastes or grotesque their excess.
You Ain’t the Boss of Me!
No matter how much you pay an influencer for their time–and you should be paying a minimum of $250/post these days–you really aren’t their boss no matter how water-tight the contract or precise the marching orders. Press them or treat them like your bitch and you’ll get only what you pay for and nothing more. You’ll get the bare minimum and you’ll deserve it. Please don’t funnel the rage you have from a bad marriage, that underwater home, and those bratty kids at people who seem like the easiest targets: they’re not!
And in Return She’ll Get My Support
Flatter them, love on them, be so grateful, and–before any of that–design your campaign to not only reward your client with cash but to also spoil them with appreciation and with lots of extra so that they gladly and passionately invite all their friends. Each and every one of your influencers should be bragging to their friends about much TUNGBrush, Mizuno, Skinny & Co, and 4Vets4Life love them and how they’ve become everyone’s hero, as well, because they get to give products, services, and prizes away to their friends, followers, and fans.
Let Them Pick Their Wedding Gifts
It’s really important to treat every influencer with the same status that a restaurant treats celebrities, moguls, and regulars: let them order off-menu; actually, encourage it. Take a page off of In-N-Out Burger: just show them the secret menu. Be generous. If you know a hack that worked for another influencer that’s not strictly part of this campaign, nut it up the flagpole; or, make sure you have enough pre-approved authority and agency yourself to make these adaptations. In many cases, I’m all about asking forgiveness instead of permission; however, when it comes to money and brand integrity, don’t do it. Get pre-approved or make sure you have a good relationship with the point of contact (POC) at the client company who you can tap and get the OK. It’s worth it. Do it immediately because the answer might come after passing through some lawyers. Don’t let it shrivel on the vine. Whenever my influencers feel like I am going the extra mile for them, they always have much more fun.
Fallin’ In Love
So, good luck! I hope you can create a ceremony that works for you, and a reception that works well for your influencer. Let me know if you have any questions in the comments and I will always avail myself to helping you sort out your own campaign. Good luck and Godspeed!
Comments on this article are closed.