HSMAI Platinum Award: How to Create Truly Effective Micro-Influencer Strategies

Ideas Collide and Best Western® Hotels & Resorts were recently recognized with a Platinum Award from Hospitality Sales & Marketing Association International (HSMAI) for micro-influencer marketing strategies.

Influencer strategies have turned digital marketing on its head. While spokespeople are nothing new, the approach to curation with influencers is unprecedented. Working with micro-influencers takes the innovation one step further, tossing conventional wisdom to the wind by hiring small-audience content creators to reach niche audiences with specific messages.

Recent studies revealed that 82% of consumers are “highly likely” to follow a recommendation made by a micro-influencer. In the consumer mind, a small-audience, niche channel represents an expert and someone that isn’t manipulated by large marketing budgets. It’s a sweet spot for brands where low costs meet trusted messaging.

Armed with market research and key messages, we worked with our long-term partner, Best Western, to leverage dozens of niche influencers. From foodies to mommy bloggers and millennial adventurers, the group created original content that would be shared on owned and new channels. The micro-influencer strategy improved brand recognition, boosted loyalty program awareness and generated new opportunities for consumers to purchase.

Award-winning influencer strategies can be tailored for every brand and at any scale. Contact us to create a marketing approach for your 2018 goals.

Posted on February 21, 2018 in Digital Marketing Recommendations, Ideas Collide News

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