Is paid influencer marketing ethical in the event industry?

paid influencer marketing

Is paid influencer marketing ethical in the meeting industry?

Paid influencer marketing is spreading to the event industry, and I doubt that it’s an ethical practice.

I receive a voice mail

Last week I received the following voice mail (identifying details bleeped; transcript below.)

Hi Adrian, my name is _____, I work for an influence marketing agency _____, and I’m reaching out to you this afternoon about an opportunity with _____, who is one of our clients, and I know you are an influencer in the meeting/event/conference planning sphere which is the focus of this campaign with _____ and we’re just hoping to have you involved in this campaign: involves a blog post, some social posting, hopefully a visit to the property with a bit of filming. If you’re interested in more details I would love to chat with you; my phone number is _____. Thanks, and looking forward to talking to you soon; bye bye.”

I quickly learned that the agency called other event professionals with the same pitch. One of them, whom I’ll call InfluentialEventProf, forwarded me an email with more details of how the “opportunity” would work (identifying details replaced with generic terms):

An email pitch

From: YYY@InfluenceMarketingCompany.com
To: InfluentialEventProf@InfluentialEventProfDomain.com
Sent: 9/8/2016
Subj: Paid Campaign Opportunity: Complimentary Stay at Property Z

Hi InfluentialEventProf,

Hope this note finds you very well! Brand X’s Property in Somewhere, USA is a client of ours, and I am working on an influencer campaign to help promote Property Z’s event spaces as ideal venues for conferences and corporate meetings. Brand X would love to have you–a known industry expert on event/meeting planning–involved in this campaign!

We are inviting you to come for a complimentary stay to experience Property Z during a major Industry Sector S conference during TheseDates. Brand X would like you to review the visit and conference experience on your company’s blog and promote Property Z on social media. To give you a general idea of the campaign’s scope, here are some details regarding the influencer package and campaign components:

Influencer package:

One or two (1-2) complimentary nights at Property Z (dependent on your availability)

One (1) complimentary breakfast

One (1) complimentary dinner

$500 compensation

Complimentary parking

Campaign components:

One (1) post-stay blog post highlighting the Property Z as a venue for corporate conferences/meetings/events. Ideally, this blog post would be published both on your company’s blog and on your Linkedin page.

Two (2) real-time Twitter photo posts during your stay

Two (2) post-stay Twitter photo posts

(Use the hashtags of {3 PropertyZHashtags}, and any Property Z social channel handles on all relevant content.)

Would you be interested in participating? If so, I can send you more detailed information regarding these campaign components.

We are really hoping to work with you!

All the best,

YYY

Paid influencer marketing

This is classic paid influencer marketing via social media, a rapidly growing marketing trend since 2014. Celebrities are paid big bucks to casually introduce positive experience of brands into their social media feeds. Now event industry influencers are being asked to do the same thing.

Will Brand X require all resulting social media posts by InfluentialEventProf to be labeled “Sponsored”? (Does “Sponsored” even fit into the resulting tweets?) Will the post-stay blog post include the information that the stay and meals were paid for by Brand X and that the InfluentialEventProf was paid a fee by Brand X?

Even if InfluentialEventProf provides all this information, there is plenty of research that shows that such paid marketing biases influencers to be more positive about their review than they would have been otherwise. (See, for example: High bias found in Amazon reviews of low-cost or free samples, where the provision of free or low-cost products boosted ratings from the 54th percentile to the 94th percentile!)

So, is paid influencer marketing ethical?

I think such practices are ethically questionable. The CMP Standards of Ethical Conduct Statement and Policy includes the pledge “Never use my position for undue personal gain and to promptly disclose to appropriate parties all potential and actual conflicts of interest“, and I’d argue that what is being offered here is “undue personal gain”. In addition, any employee event professional should review their employer’s ethics policy. And consider these questions to0:

  • “In what way could you justify participation to your employer?”
  • “In what way could you justify participation to your clients?”
  • “Are there ways that this participation could influence site selection?”

What do you think?

[My thanks to InfluentialEventProf for permission given to reproduce the above email, and for suggestions that improved this post.]

Event marketing—you can’t do it all yourself

Old Metal AdvertisementsI recently consulted with a client who was new to meeting planning. Mike had bravely decided to create a new conference featuring his talents and those of over twenty friends and colleagues. This was a conventional format conference with a high amount of interactive and small group work.

Mike told me that registration response had been poor to date. He was stressed-out about reaching his break-even attendance goal. I asked him how he was doing his marketing.

Read the rest of this entry »

Market your conference with an annotated schedule

market conference schedule 5939057098_d8fd5655cd_b

Here’s a creative way to market your conference — with an annotated schedule!

Right after my last post on marketing a new peer conference, organizational and leadership development consultant Judy Warriner Walke suggested an additional way to help communicate what happens at a conference—an annotated schedule.

I like this idea! Walking potential attendees through the flow of the event helps to clarify and demystify conference process, especially if people haven’t attended an event format like Conferences That Work before. Want to try to market your conference with an annotated schedule? Here’s an example of what you can do, written for the October 2013 1st Annual Vermont Leadership Network Conference.


Want to better understand what will be happening at the 1st Annual Vermont Leadership Network Conference? Here’s an annotated schedule!

[Note: Some details are omitted here! For more information, visit About Peer Conferences.]

Thursday, October 17, 2013

Registration will be open between noon and 2pm.

At 2pm, after a brief welcome and an explanation of conference ground rules, we’ll start with opening roundtable(s). Roundtables provide a structured, safe way for you to learn about other participants early in the conference. During the roundtable, you’ll discover topics of interest to explore, get a sense of the depth of interest in these topics, and find out who has experience and expertise that you want to connect with and explore further. We’ll include frequent breaks and refreshments during the roundtable, ending around 4:30pm.

After an hour break, we’ll hold peer session sign-up during dinner. In peer session sign-up we’ll visually document our wishes and suggestions for the upcoming conference sessions. Then, we’ll determine which of the suggested peer session topics are popular and schedule the chosen sessions into a conference program. This is a short process that will be held during the dinner and subsequent socializing, with a small group subsequently using the resulting information to create Friday’s program. The end result will be a Friday conference schedule that optimally matches desired topics with the resources of the group.

Friday, October 18

We’ll have time for four sets of (usually) one-hour concurrent sessions on Friday, with breaks between each and lunch served between sessions 3 and 4.

What might these sessions look like? They are typically informal: often facilitated discussions, presentations, panels, workshops, walks, etc. As an example, five years ago the class of ’08 used this conference format for a reunion—here are the topics that were chosen (8 sessions in concurrent pairs):

Fun and team camaraderie in the workplace • Fundraising • The political process – running for office • The systematic development of informed consent • Am I doing what I want to be doing? • Technology – social networking & other applications • Getting Things Done • Appreciative Inquiry

Closing sessions

After these sessions are over, at 2:40pm we’ll end with two facilitated closing sessions, a personal introspective and a group spective.

The personal introspective will give you a structured opportunity to think about what you have experienced at the conference, how your experiences may impact your life in the future, and what changes you may want to make as a result. After reflection, you’ll then have an opportunity to share your answers in small groups.

After a break, a group spective will start at 3:50pm. The group spective will provide facilitated time for participants as a group to evaluate the conference and suggest and begin to develop future initiatives for Vermont Leadership and the Snelling Center. We’ll use a variety of techniques to do this.

The conference will end at 5pm, and all are welcome to stay and socialize with their classmates and new friends at a reception hosted by the Snelling Center immediately following the conference.

As you can see, participation on Thursday will make a big difference to your conference experience and your influence on its form and content. Please attend the whole event if at all possible!

Outline of the conference schedule

To summarize, here’s the outline of the conference schedule for Thursday and Friday.

Thursday, October 17, 2013
12:00PM – 02:00PM Registration
02:00PM – 02:10PM Welcome
02:10PM – 03:10PM Roundtable(s)
03:10PM – 03:30PM Break
03:30PM – 04:30PM Roundtable(s) continued
05:30PM – 07:00PM Dinner and peer session sign-up
07:00PM – Informal chat, socializing, music, etc.
Friday, October 18
08:30AM – 08:40AM Morning news
08:40AM – 09:40AM Peer session 1
09:40AM – 09:50AM Break
09:50AM – 10:50AM Peer session 2
10:50AM – 11:05AM Break
11:05AM – 12:05AM Peer session 3
12:15PM – 01:30PM Lunch
01:30PM – 02:30PM Peer session 4
02:30PM – 02:40PM Break
02:40PM – 03:40PM Personal introspective
03:40PM – 03:50PM Break
03:50PM – 05:00PM Group spective
05:00PM – Optional: class reunions, etc.

Notice that I’ve added a regular schedule at the end of the annotation, so attendees can still easily see when all sessions take place.

I really like this way to market your conference with an annotated schedule. Familiarizing people with something different in advance is a great way of reducing the common resistance to trying something new. Thanks for the suggestion, Judy!

Photo attribution: Flickr user stevendepolo