INTRODUCTION
When tasked with getting media coverage/promotion for an upcoming restaurant, hotel or store grand opening, try working with micro-influencers. These are people who typically have 10,000-100,000 followers and generally don’t cost money to book.
Here’s how to find and work with micro-influencers for your grand opening or brand activation.
HOW TO FIND MICRO-INFLUENCERS
Although influencer marketing is trendy, it’s important to find the right influencers for your campaign. You want ones that are focused on a specific niche (e.g., food) and/or in a certain geographic area. If the micro-influencer achieves one or both of those thresholds, then that means they likely have followers that are important to your business, but you should double-check.
If you don’t already have micro-influencers in mind, a good place to search hashtags or keyword phrases in social media platforms like Instagram and TikTok that relate to your industry. For example, in the case of the restaurant’s grand opening, typing in “Madison foodie” may be a good place to start. Review the content of the accounts that show up and make a list of potential folks to invite.
HOW TO WORK WITH MICRO-INFLUENCERS
Once your list of micro-influencers is complete, the next thing to do is draft a short “pitch” that you can send via direct message within the social media platform or email if available. This can be 2-3 paragraphs that include the event date and location, benefits to the influencer and how they can RSVP. Some grand openings will include a media preview event, which is perfect for influencers to take uninterrupted videos, interview executives and sample food or services on-site.
After the grand opening event, be sure to review their work. Just because someone is a micro-influencer, it doesn’t mean they post content that will reach your organization’s goals.
If coming to the grand opening doesn’t work with certain micro-influencers, consider sending free samples (e.g., wine bottles). Your hope is that they will promote your opening even without having attended. However, you must remind them that federal law requires them to disclose that they received compensation or free products/services.