BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • BizBash Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • BizBash Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • BizBash Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Strategy

How to Use Influencer Marketing to Increase Event Attendance

The Cherry Blossom Festival turned to social-media influencers to promote its annual Pink Tie Party—and saw results.

D. Channing Muller
March 27, 2017

The official kickoff to the National Cherry Blossom Festival, Washington’s annual celebration of Japan’s gift of the cherry trees to the U.S. in March 1912, begins each year with the Pink Tie Party. The 11th annual gathering at the Ronald Reagan Building and International Trade Center on March 16 saw a 25-percent increase in attendance, to more than 750 people, after organizers rebuilt the host committee and turned to local influencers to promote the party.

“By diversifying our inroads to be a part of the party, engaging people who we hadn't engaged in the past by giving them a specific role, and rebuilding the committee, we tapped into the energy of those [new] members,” said Lillian Iversen, senior director of events and marketing for the National Cherry Blossom Festival.

The event’s 25-person host committee saw significant turnover after members either moved away from the city or scaled back their involvement. The committed drew 20 new members through a call for commitments via the event website. The new committee members amplified the event's marketing through their own social networks, as well as brought connections to local influencers such as Real Housewives of Potomac’s Karen Huger who has more than 27,000 followers on Instagram and another 13,000 on Twitter. 

That connection spurred a new outreach campaign to other influencers who had connections with the party, like ABC7’s Michelle Marsh, who served as M.C. and has 8,000 Instagram and Twitter followers, and stylist and TV personality Paul Wharton, whose network of followers exceeds 30,000 between Instagram and Twitter. Each of the influencers lent their name to the host committee list and published at least one promotional post on their respective channels prior to the event, as well as additional promotion during and after the event. In return, they received complimentary admission to the pre-event reception for themselves and a guest, a $600 value.

Though exact ticket sales tracked back to the influencers has yet to be determined, Iversen noted the effort did give traction to the exposure of the event and ticketing pages.

In another promotional change, Washingtonian magazine took over as the event’s media partner, a position previously held by Capitol File, and provided new advertising opportunities for the party including leaderboard ads at the top of its website as well as multiple mentions in its e-newsletters.

“The party is about celebrating the season of the blossoms and to get people in the community to have a touch point with the festival, and with Washingtonian that resonated better,” said Iversen.

Sponsor activations were designed to be interactive like All Nippon Airways (ANA) business class experience, Tesla’s Design Studio, makeup applications from GlamSquad, and more.

ANA also sponsored a 360-degree photo booth. Guests could post with pink props and toss confetti as a GoPro camera captured their movement in a full circular image.
ANA also sponsored a 360-degree photo booth. Guests could post with pink props and toss confetti as a GoPro camera captured their movement in a full circular image.
Photo: Jason Dixson Photography
Projection Presentation Technology projects images of the festival's cherry-blossom logo onto the ceiling of the venue's atrium.
Projection Presentation Technology projects images of the festival's cherry-blossom logo onto the ceiling of the venue's atrium.
Photo: Jason Dixson
Japanese airline ANA returned as the presenting sponsor, bringing a new twist to its Business Class Experience. Upon sitting down, guests received a glass of champagne and tray of light bites from flight attendants, then could use the in-seat technology to plug into the sound and recline their seats.
Japanese airline ANA returned as the presenting sponsor, bringing a new twist to its Business Class Experience. Upon sitting down, guests received a glass of champagne and tray of light bites from flight attendants, then could use the in-seat technology to plug into the sound and recline their seats.
Photo: Jason Dixson Photography
For guests who didn't want to wait in line for the 360-degree photo booth experience, Design Foundry created a 3-D set of a swan on the Potomac River with a backdrop of the Thomas Jefferson Memorial surrounded by cherry blossom trees.
For guests who didn't want to wait in line for the 360-degree photo booth experience, Design Foundry created a 3-D set of a swan on the Potomac River with a backdrop of the Thomas Jefferson Memorial surrounded by cherry blossom trees.
Photo: Jason Dixson Photography
New York-based Glamsquad, an on-demand hair and makeup service, provided complimentary makeup services for guests to promote its new services in the Washington market.
New York-based Glamsquad, an on-demand hair and makeup service, provided complimentary makeup services for guests to promote its new services in the Washington market.
Photo: Jason Dixson Photography
A Tesla parked in the plaza of the Ronald Reagan Building had an Airstream trailer attached to showcase its towing capability. Event guests could then go inside the trailer to customize their own Tesla in a computer design program.
A Tesla parked in the plaza of the Ronald Reagan Building had an Airstream trailer attached to showcase its towing capability. Event guests could then go inside the trailer to customize their own Tesla in a computer design program.
Photo: Jason Dixson Photography
In addition to the 17 restaurant stations throughout the event space, catering included passed hors d'oeuvres like a seaweed salad topped with a wonton. There also were Asian food stations with spring rolls, four styles of dumplings, lo mein, and fried rice.
In addition to the 17 restaurant stations throughout the event space, catering included passed hors d'oeuvres like a seaweed salad topped with a wonton. There also were Asian food stations with spring rolls, four styles of dumplings, lo mein, and fried rice.
Sprinkles Cupcakes created fondant toppers with the festival's logo for mini cupcakes.
Sprinkles Cupcakes created fondant toppers with the festival's logo for mini cupcakes.
Photo: Jason Dixson Photography
Pelonkey's costumed stilt walkers wandered through the main level of the party posing for pictures and selfies with guests.
Pelonkey's costumed stilt walkers wandered through the main level of the party posing for pictures and selfies with guests.
Photo: Jason Dixson Photography
Latest in Strategy
After checking into Under Canvas Acadia, guests can opt to watch a demonstration of how to work the wood-burning stoves found in each tent.
Strategy
6 Lessons in Outdoor Hospitality From an Ultra-Luxe Glamping Site
Tips for Integrating Causes Into Events
Strategy
3 Tips for Integrating Causes Into Events—Even at the Last Minute
Turning Event Attendees Into Brand Advocates
Strategy
The New Rules for Turning Event Attendees Into Brand Advocates
Inspired by the zoo’s giraffe inhabitants, the ball’s theme was “Reaching New Heights.” Inside the dinner tent, decor from Vince Hart Designs was meant to evoke a sunset in the Serengeti, where giraffes roam freely.
Strategy
How This Events Team Dealt with Extreme Weather During a Gala
Related Stories
Beauty and fashion studio Caravan outfitted a vintage Shasta RV for a 10-day road trip last month, with the goal of connecting fashion, beauty and lifestyle brands with a variety of creators and influencers across the country.
Experiential Marketing, Activations & Sponsorships
Are Mobile Experiences the Future of Influencer Events?
Working with MKG, Chef’s Cut Real Jerky transformed a Los Angeles gas station into a steakhouse-inspired “Gastro Station.” Actress Olivia Munn served as “jerky sommelier,” helping guests pair jerky with cocktails.
Strategy
What You Need to Know About Attracting Influencers to Events
BBC
Decor/Design/Flowers
Design Foundry
The Inn at Little Washington hired the Linder team to create a once-in-a-lifetime experience for its 40th anniversary.
Event Planning & Marketing Firms
Linder Global Events
More in Strategy
Strategy
6 Lessons in Outdoor Hospitality From an Ultra-Luxe Glamping Site
Steal these tips to elevate any alfresco gathering, retreat, or off-site meeting.
After checking into Under Canvas Acadia, guests can opt to watch a demonstration of how to work the wood-burning stoves found in each tent.
Strategy
3 Tips for Integrating Causes Into Events—Even at the Last Minute
After a tragedy like the Maui wildfires, many event hosts are eager to help. Experiential expert Kelly Markus shares how to do it effectively and authentically.
Tips for Integrating Causes Into Events
Strategy
The New Rules for Turning Event Attendees Into Brand Advocates
Step aside, social media. Amy Blackman, a strategic partner for Spiro, shares the academic framework she's using to drive year-round event participation and engagement.
Turning Event Attendees Into Brand Advocates
Strategy
How This Events Team Dealt with Extreme Weather During a Gala
A thunderstorm and tornado warnings meant the planners at Lincoln Park Zoo needed a backup plan.
Inspired by the zoo’s giraffe inhabitants, the ball’s theme was “Reaching New Heights.” Inside the dinner tent, decor from Vince Hart Designs was meant to evoke a sunset in the Serengeti, where giraffes roam freely.
Strategy
8 Tips for Using Inclusive Language at Events
Words matter. Here's how event professionals and speakers can use more inclusive language in their marketing materials, programming, and other event communications.
Shutterstock 1627543153
Strategy
F&B Pros and Marketers Dish on Top 2023 Experiential Event Trends
The second Lengua Conference was held last week in Miami, uniting hospitality leaders and food and beverage innovators.
Lengua Conference 2023 took place at The Sacred Space from May 30 to June 1, backed by sponsors American Express, Resy, Sanpellegrino, and Stella Artois.
Most Popular
Experiential Marketing, Activations & Sponsorships
30 Cool Event Ideas You May Have Missed From Bose, Hendrick's Gin, the Denver Broncos, and More
Experiential Marketing, Activations & Sponsorships
Golden Oldies: Inside ABC's Multifaceted Experiential Campaign for The Golden Bachelor
BizBash Sports
Q&A: How the US Open's Signature Grey Goose Cocktail Broke Sales Records in 2023
Event Design & Decor
11 Wild Uses of Event Decor That Brought the Great Outdoors Indoors
Experiential Marketing, Activations & Sponsorships
This Ultra-Immersive Only Murders in the Building Pop-Up Allowed Fans to Help Solve the Show's Latest Mystery
Experiential Marketing, Activations & Sponsorships
Why Was There a Farm in the Middle of NYC’s Rockefeller Center?
Strategy
From Boomers to Zoomers: What’s Working Now for Different Generations of Event Attendees
We asked a variety of event professionals to share their quick tips for accommodating different age demographics.
The San Francisco Symphony's annual Opening Night Gala offers distinct experiences for each ticket tier. For guests who didn't pay for a formal dinner—which naturally tends to be slightly younger patrons—there was a more casual, hors d'oeuvre-focused reception with a slightly bohemian theme. Highlights included an eye-catching assortment of chandeliers plus centerpieces made with pampas grass. See more: Over-the-Top Design Inspiration From Two of San Francisco's Most Swoon-Worthy Galas
Strategy
How This Event Production Company Is Keeping Sustainability Sexy
JWP recently launched a dedicated sustainability division to convert sustainability from a buzzword to an industry mainstay. Keep reading for how, plus tips on how to make your event more eco-friendly.
How to Keep Sustainability in Events Sexy
Sponsored
5 Tips for Hosting Inclusive Event Experiences [Free Guide]
Read how to host diversity-friendly event experiences that create an impact.
Tips for Hosting Inclusive Event Experiences
Production & Strategy
Why Influencer Marketing Continues to Be an Effective Event Strategy
Industry pros and brand execs share their insight on attracting social media stars and why they remain the real MVPs at events.
At the PBS event, notable attendees included Chloé Lukasiak (pictured), who boasts close to eight million followers on Instagram, and Caitlin Bea, who has 126,000 followers on the platform.
Strategy
Should You Be Mapping the Emotional Journey of Your Event Guests?
The team at Exclamation Group thinks so. Here, the co-founders share how they strategically map attendees' emotions to build meaningful events for the likes of L'Oréal, Swarovski, and Dom Pérignon.
Should You Be Mapping the Emotional Journey of Your Event Guests?
Strategy
Guest Column: How Black-Founded Festivals are Engaging Fans & Brands Through Live Music
A unifier in Black culture is music, and with more than 18 million Black Americans attending music fests each year, they make for a great opportunity to engage this demographic authentically. Find out how, courtesy of Live Nation's Shavonne Dargan.
How Black-Founded Fests Engage Fans with Live Music
Page 1 of 134
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. Contact Us
  3. Site Map
© 2023 Connect Biz, LLC. All rights reserved.