Looking for a way to get people talking about your lingerie store?
While direct marketing techniques certainly have their place, you may want to try something a little different. Why not get some serious social media influencers to help you along the way?
Here’s how to run an event that will woo them:
1. Determine your goals and outcomes
What are you hoping to achieve from your event? Don’t be vague when coming up with these goals as that will not help. You need to keep thing as specific as possible. For instance, “Boost social reach” is a vague goal, whereas “Get 1,000 more followers on Instagram” is not.
Once you’ve come up with a few targets that are logical, it’s time to break them down. What are the steps that you can take which will help you achieve these goals? Beneath each of your targets, write down at least three micro-steps that will help you reach them.
2. Research influencers with an apparel niche
Next, it’s time to craft your guest list. Remember, exclusivity is key. You don’t want to invite just anybody to your influencer event. It pays to take the time to figure out who is worthy of an invitation. Realistically, you need people who have a large following and can get the word out about your brand. They should have a proven influence over their followers.
But that’s not all… You also want to ensure that the influencers have an apparel, fashion, or lingerie niche. That way, you can be certain that their followers will be interested in all of the above. After all, you should think of every follower as a potential customer. For that reason, you need to make sure that the followers are likely to love your brand.
3. Use handy online tools to reach out to them
Of course, you don’t have to do all of the above by yourself! No, there are loads of handy tools out there that will help you along the way. If you’re hoping to boost your reach when it comes to these VIPs, here are a couple of tools that may help you along the way:
This online tool will allow you to pinpoint who the influencers are in your area and reach out to them. Scrunch is simple to use, allowing you search through social media influencers to see what they’ve posted about and what it says in their bio. That in itself means that you can easily find people who may be worth your time online.
Managing bloggers and social media influencers can often be quite hard. If you want to avoid the stress of an endless chain email, this is the platform for you. Verve is a platform that allows you to build your own custom ambassador program to use for events. That means that you can stay in touch with influencers and rally them when you need to.
4. Create a custom event-specific hashtag (and make it clear!)
When it comes to influencers, social media is their main tool. You need to make it clear that your attendees should be posting about the event on their channels. One way in which you can encourage this behavior is by creating a bespoke hashtag for the event.
For instance, if you’re launching a new line of Spring/Summer lingerie and your store is called Missy Boutique, your hashtag could be ‘#MissyBoutiqueSS18’ or something similar. This hashtag (along with your existing social handles) should be made clear to the guests at the event. You could have posters or banners brandishing this information or give out flyers with it on. The point is that you should make tagging your event as easy as possible.
5. Offer plenty of photo opportunities
Many social media influencers work predominantly with Instagram, which means that their pictures make up the majority of their content. For that reason, you need to make sure that there are as many photo opportunities as possible. Set up areas where the influencers can take photos – you may even want to provide them with some fun props to encourage this.
To that end, it’s worth ensuring that all your displays look as prim and perfect as possible. This event will be a prime opportunity for some pictures of your store to be shared online. That means that it’s time to give your store a little revamp before the event.
6. Follow up as soon as possible
When all is said and done, don’t just leave it there. It’s 100% worth following up with the influencers to find out what they’ve published. Should the influencers prove to be effective in their approach, you will want to maintain good relations with them. Send them an email or give them a call to ask how they found the event and, indeed, what they have done after the event to promote it in some way.
Influencer events are an excellent way to get the word out there about your lingerie store. If you follow the advice above, there’s no reason that your event shouldn’t be a major success. While this isn’t the answer to all your marketing woes, it could be the boost that your business needs right now. Why not give it a go?