When is the time to use influencer marketing? In these three common instances, for starters. Here’s why:

 

1. YOU NEED PHOTOS AND VIDEOS

Frequently, Hawkins International fields calls from clients who have been investing in renovations or a complete hotel launch, but when it’s time to execute a communications strategy, they don’t have photos or videos for the media, marketing efforts or even social media. Influencers are a cost-effective way to build these assets because they save you from spending valuable marketing dollars on an expensive photo/video shoot. Instead, we recommend targeting on-brand influencers and negotiating deliverables such as a Dropbox of at least 25 photos and 5 videos across a variety of topics like design, culinary and wellness.

For example, a client recently launched a new restaurant but had no photos. We worked with two influencers to not only post robust social coverage on Instagram, Facebook and their blogs, but also to populate a Dropbox with 85 images and 13 videos. All in exchange for a 4-night stay!

 

2.YOU HAVE A LIMITED SOCIAL MEDIA FOLLOWING

Bottom line: influencers will speed your brand conversation from a whisper to a buzz. If you’re launching a brand or starting a campaign, you have to generate corresponding social media accounts from scratch. Why not invest in ongoing influencer stays with robust tagging deliverables to generate awareness of the newly-formed accounts? (You can even combine the above asset-library strategy to create even more content.)

In one recent case, a client launched a new campaign with zero photos or videos associated with the campaign’s hashtag. Hawkins International executed 5 influencer partnerships (and counting) tied to the campaign, and the hashtag now has over 400 photos and videos associated with it.

 

3.YOU ARE PROMOTING A PACKAGE

We get it: you frequently have “need periods” when occupancy is low and you’re looking for extra bookings. That’s a great opportunity to utilize Hawkins International to develop packages and promotions that will generate awareness and stimulate bookings. In addition to media placements, influencers are a great way to spread the word about a package, especially if they have significant local clout.

It pays to be creative: A client recently launched a “temperatures drop, rates drop” promotion tied to January’s “bomb cyclone” cold-front in the Northeast. The Hawkins International team reached out to local NYC-based influencers with a staycation angle, and we negotiated for posts made during their stay to include a direct link to the package’s landing page, resulting in bookings for the hotel.

Subscribe to the HawkPR Blog

Join our mailing list to receive the latest  and greatest news and updates from the HawkPR team. We will be sending our newsletter approximately once a month.

You have Successfully Subscribed!

Pin It on Pinterest