The Influencer Marketing Show With Christopher Henley
Christopher Henley manages and runs the Influencer Marketing Show and the inaugural Influencer Marketing Awards which take place in London the 22nd and 23rd of October this year. He also has input into the delegate acquisition side of operations and as such speaks to brands from around the globe as well and the many agencies and platforms within th industry. He is originally from the hospitality industry and having used content creators 9 years ago to promote a new restaurant he was the manager of in Bristol he has seen how things have drastically changed within the industry. His wife is a content creator and as such sees things from a creator perspective on a frequent basis. You can find Christopher on both LinkedIn and Twitter. Show highlights 1:35 Chris introduces himself, The Influencer Marketing Show and The Influencer Marketing Awards. 3:18 What senior management and influencer marketing platforms to see in the influencer marketing industry for it to progress. 5:04 Chris talks about this year's Influencer Marketing Show and what he has planned. 7:12 The use of technology in influencer marketing. 8:57 The growing use of CGI influencers. 13:32 Why influencer marketing and performance marketing go together. 15:31 The current state and evolution of influencer marketing. 17:16 Influencer fraud. 19:05 Brands ahead of the curve in influencer marketing. 22:47 Chris's predictions on the future of influencer marketing. 27:12 The one book Chris recommends everyone should read. Resources/People/Articles mentioned in podcast The Influencer Marketing Show The Influencer Marketing Awards Goat Agency Formula E Amazon Influencer program Lego popup shop Fourth Floor Creative Podcast transcript Ste Davies: Chris, welcome to the podcast. Chris Henley: Evening, Stephen, how are you? SD: I'm really good, thanks. I'm glad we got to do this because we've been planning it for a couple of weeks. CH: Yes, we've both been incredibly busy so thank you for being incredibly patient. SD: My pleasure, my pleasure. So, to kick off with can you give us some background about yourself, The Influencer Marketing Show you're involved in and also The Influencer Marketing Awards and what your role is there? CH: Indeed, my background is predominantly hospitality. I did that at university and worked in a range of hotels and really enjoyed the events scene like conference, banqueting and weddings. I did that for a few years then went into the restaurant industry and that's my first experience of influencer marketing. We used to invite them along to openings of restaurants and what have you. I got fed up with the hours because they're shocking working within that industry so decided to work for the company here where I manage and run The Influencer Marketing Show and The Influencer Marketing Awards. My role is split. I obviously speak to agencies, platforms and the tech providers to find out more about what they're doing in the industry. And help them have a presence at the events, whether that's speaking or sponsorship. I also like to find out what they do within the influencer marketing industry as it gives me that insight as to what's happening. Another massive responsibility I have is the delegate acquisition. So it's my responsibility to speak with senior management in a wide range of companies around the globe and invite them to the events. These are paid-for events as well so when people come they are there to network with the right people so it's a win/win because I get to hear what senior management want and I also get to hear from the relevant influencer marketing agencies and platforms and find out what they want and then tie them all together so it's a good combination. SD: Speaking about what they want, what do they want on both sides? CH: Education is really the key thing and I think that's going to be the same ...