Influencer Marketing
Experience from my work at MPMG
Skills I’ve gained from Influencer Marketing
Advocating for the Experience
A great strength in any collaboration is a mutually held benefit. By identifying the strengths in the experiences MPMG’s clients were offering, creating partnerships with locally followed Influencers became an exciting task for both parties. Whether it be offering a giveaway for one’s followers, and/or extending an invite to a media night, I was able to foster partnerships where my outreach was well received and counted on every year in anticipation of future collaborations.
Fostering Relationships with Partners
As a Marketer, collaborations are integral to any campaign. In our Influencer strategies at MPMG, reaching new audiences was an essential goal. Thus, my outreach to various lifestyle, foodie, and family bloggers consisted on expanding existing relationships, while building new one’s. In order to ensure the strength of these relationships, attention to detail was key, ensuring that both parties were happy with every partnership that was settled on.
Negotiating Collaborations
In the excitement of a campaign, it is often easy to identify what partners would be a perfect fit for your client. Furthermore, as an Marketer at MPMG, the reality of funding for non-profit organizations towards Influencer Marketing is limited. Thus, it was the promotions team’s job to ensure our client had the opportunity to engage with an Influencer’s network with consideration to budgets and the audiences we wanted to reach.
Specifying Audience and Diversifying Outreach
“Who do you want to reach?” is often the question prompting a promotional strategy. In today’s social media sphere, many Influencer’s have emerged in a plethora of areas whether it be lifestyle, fashion, food, family, fitness, and more. Learning how to navigate this space in a way that can effectively identify the target audience for your client is imperative to the success of an Influencer Marketing campaign. Throughout my time with MPMG, I was able to work with Influencer’s in all these areas, assisting our clients in reaching new niche audiences for every campaign.
Making the Arts Accessible
As MPMG is an agency for the Arts, the assumption that Arts & Culture is high brow is one we often had to combat in our promotional strategies. Yet, the greatest strength of the arts is it’s ability to showcase the shared experiences of real people in creative ways. A a team, we knew our client events had potential to resonate with many. With this in mind, by crafting punchy language, dazzling imagery, and authentic messaging in advocacy for the Arts, Influencer partnerships assisted in making the Arts accessible to more people, making the work we did in this area of our marketing highly valued both personally, and professionally.
Coordinating Media Events
A large component of Influencer Marketing is creating opportunities for partners to capture content. Additionally, as our client campaigns were often experience-based, the promotions and Media Relations team at MPMG were we keen on ensuring that Influencer’s we worked with were able to experience the events we advocated for, for themselves. This way, and social media posts that resulted were able to come from an honest place from our partners, based on real experiences they had working with our clients. Throughout my time at MPMG, I helped coordinate 10+ Media and Influencer Nights, hosting attendees in small gatherings of 20, to large-scale events of 200+.
Results
As part of the promotions team at Murray Paterson Marketing Group, I was able to coordinate approximately 40+ Influencer collaborations per account. By refining processes of pitching, negotiating, and advocating for the experience our clients were offering, I was able to foster ongoing partnerships with local Vancouver Influencers in lifestyle, foodie, and family blogging. Through these efforts, Influencer campaigns reported a reach of 400K – 1M followers in total, providing our clients with invaluable visibility and brand awareness with new audiences.