Why event promotion should use influencers

Before making an important decision in your life, who do you go to for advice?

It’s probably your partner, family member or longtime friend. Consumers trust the people closest to them because they have established relationships with them and know that they have their best interests at heart.

People are skeptical of promises from brands, but not friends. This is why influencer marketing is so successful—and crucial for growing key trade show or event metrics.

Who is considered an influencer?

An influencer is someone with a specialized passion, expertise or topical authority, who has significant power to affect the purchasing decisions of others.

While there are many types of influential personas—and quite a bit of debate among marketers about who technically fits under the “influencer” umbrella—there are a few groups that stand out.

Celebrities, journalists, bloggers and social media stars are the most obvious groups. However, any individual with the ability to shape the opinions, conversations, trends and actions of their audience can be considered an influencer.