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What Is Influencer Marketing?

(August/September 2016) posted on Thu Sep 22, 2016

Cultivating the right relationships can help you grow in exponential ways.

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By Ross Yamashita

Our shop is located in Las Vegas, a city that hosts conventions, tradeshows, and special events on a regular basis throughout the year. Convention and event organizers can be great customers to have but they can also become great influencers as well, if you’re smart about it.

I’ve actually had event organizers not only provide me with their exhibitor lists, but also directly contact exhibitors they know that may be interested in my services. One way I’ve found to be effective in accomplishing this is to approach the event organizer as a “media partner.” Some event organizers may not use that exact term or they define it differently, but these administrators are always looking for ways to cut costs. Offer them heavily discounted, wholesale pricing for their shirts. Remember, the objective is not to make money off them. Your goal is to get the exhibitor list and establish your credibility with vendors as an official media partner. In this role, organizers are generally happy to share their experience with your company with exhibitors. Those companies may not purchase from us for the tradeshow, but we’ve had exhibitors contact us months later and order from us.

The most lucrative influencer marketing strategies target leaders in your shop’s specific niche and location. In our case, in addition to the convention and special events business, we also realized that Las Vegas is a popular place for weddings, and more importantly, bachelor and bachelorette parties.

Oftentimes, the groups will get custom shirts to wear for the weekend. Just take a stroll down Las Vegas Boulevard on a Friday or Saturday night and you’ll see dozens of groups wearing them. We targeted companies and services who dealt directly with the bridal party, such as wedding planners, venues, VIP hosts, limousine drivers, hotel concierges, and travel sites. There was basically zero competition because we were the first company to approach them. Our sales in this niche grew 50 percent in a short period of time, and this increase in sales was a direct result of simply establishing relationships with the right influencers.

Why You Need to Be Doing Influencer Marketing
There are two distinct advantages to influencer marketing that make it a vital component to your strategy.


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