How to impress Influencers
// 12 influencers at the first “Influencer Night” at the Bergwerker venue in Stuttgart
// Dialogue inspires both sides for creative exchange of ideas
// To be continued – the event will be expanded to an event series
Stuttgart, 27 February 2017. Influencer Marketing: everyone is talking about it, but what does it really mean? On 23 February, follow red, formerly Roth & Lorenz, spontaneously invited a number of well-known influencers from Stuttgart and the surrounding area to the first “Influencer Night” in Stuttgart, in collaboration with the Reachbird agency which specialises in influencer marketing. A total of twelve representatives from the food, lifestyle, sports, music, fashion and art sectors accepted the invitation from the Stuttgart specialists in experiential communication and took advantage of the opportunity to take part in a dialogue and exchange on varied agency projects as well as their own influencer projects.
A win-win opportunity for both sides
The event can best be summarised with the term “win-win”. In an informal and open setting, the event followed a brief introduction whereby the welcoming agencies presented themselves and their projects to the guests. The attending influencers offered insight on their own areas of expertise and identified requirements for potential collaboration partners. The interdisciplinary interest, regardless of individual thematic areas, was especially impressive. “There is no room for in-the-box thinking in influencer marketing,” says Sandra Backhaus, Public Relations Consultant at follow red and Influencer Night co-initiator. “This was one of the evening’s real aha moments. Focusing exclusively on one topic with influencers undoubtedly represents a missed opportunity to develop new and extraordinary collaborative efforts together,” Backhaus continued.
Without exception, the feedback from everyone involved was very positive and clearly reflected mutual interest to remain in close touch. Further Influencer Nights are currently being planned. For follow red, this first Influencer Night already is already having a positive impact. With several of the attending influencers as external sparring partners, the Stuttgart experiential experts are now looking into tangible concept and content ideas for clients such as Mercedes-Benz, the Mercedes-Benz Bank, Rivella and Porsche.
Dr. Eva Strohschneider, Corporate PR