Produce brands have incredibly personal and compelling stories to tell, and one of the most impactful ways we help communicate that story is to host influencer events. Influencers can include a wide range of bloggers, registered dieticians, nutritionists, editors, and journalists. Specifically, bloggers and RDs have become a trusted media source over the last several years, and their influence continues to grow because they provide unbiased information to their fans. Below are 3 ways to create positive long-term brand experiences when planning influencer events so that your message is delivered in a way that resonates personally with consumers.
- Know your brand story – Long-term positive experiences begin with a story that feels personal to the audience. An event will need to tell your brand story in a way that feels very authentic to YOUR brand and not just the industry as a whole. Why should a blogger love your brand’s mushrooms and how are they different from others? Who are the people responsible for growing your berries? How do consumers find your kale? These are all questions that influencers are wondering, so it’s important that they feel confident understanding your brand’s story before trying to explain it to their followers.
- Plan a location and activities that propel your brand story – If your crop grows in various locations across the U.S., then you have the opportunity to pick a location where weather might be the best, or perhaps you have a special facility somewhere that makes the most sense. However, if your crop grows in one primary location, then your event should take place close to that area and when harvest is in full-swing in order to best tell your brand story. Activities throughout your event should also reflect the total brand story. For example, if you’re a family-owned grower community, then introduce your influencers to that grower community and provide an activity where family is the center of communication – perhaps a dinner together at one of the growers’ homes.
- Personalize the event for your unique audience – Not every influencer is the same – I repeat – not every influencer is the same. Take into consideration the dietary and personal needs of each influencer. You may have a Vegan guest, a Gluten-free guest, a guest that is looking for video content for his/her YouTube, and a guest who needs nutritional information for his/her local supermarket where he/she works as an RD. It makes a world of difference when each guest feels like you’ve really taken the time to provide what they need, as opposed to creating a “one size fits all” event.
You can have the most compelling story in the world, but the overall experience with your brand is what influencers will remember most. That means that if you neglect to provide Vegan options for a Vegan blogger, they may view your brand as inconsiderate, even if the rest of your event was wonderful. Take the time to plan an event where your influencers are valued and your story is told in an environment where the end result becomes a positive long-term relationship with the brand.
For more information about influencer outreach, please contact us at firstname.lastname@example.org.