Check in at the registration desk to pick up your name badge and enjoy breakfast and coffee or tea.
Fashion and beauty brands are making the most of their marketing dollars by reevaluating how they work with influencers. Is this marketing tactic increasing ROI and brand recognition? Hear from Glossy's editor-in-chief Jill Manoff on the state of influencer marketing for fashion and beauty brands.
Attendees will be asked to submit the biggest challenge, grievance or issue they’re facing on a day-to-day basis. Don’t hold back! These will be used to drive a constructive discussion around overcoming workplace hurdles later in the day.
By making decisions based on what customers are asking for, you’ll never have to take risks or push product — instead, you’ll be seizing opportunities. Today, brands are using thousands of data points and crowdsourcing tools to steer their ships. In terms of influencer strategy, that involves pinpointing what really inspires and drives customers. The result could mean making them the influencers, granting them the exclusive perks and access.
Co-Founder & CEO
Ministry of Supply
Customers are no longer romanced by how things look on a model or celebrity because they really understand the process of production for these images — which explains the microinfluencer boom. Getting new product in the hands of real people with engaged audiences, and fast, is key to showing customers how to wear it IRL — and it doesn’t have to overtake your budget. Nothing’s cool about a #sponsored post. Marketing dollars are best spent on great product. Organic attraction inevitably results, and nothing’s more authentic.
Not all partnerships are created equal — many brands have influencers, advocates, content creators and even ambassadors. Each group has different strengths, and brands work with them in different ways. As they see it, impressions and reach aren’t everything; authentic, on-brand influencers can provide more value.
Senior Content Strategist
Rent the Runway
A new concept is entering the early adoption, mass consumer market heavily, driven by the rise and productivity of influencer marketing. Using purpose and building community enables a company to have a dialogue with their customers in a way that goes beyond just selling product. If they trust you, they are more likely to think that your motives are beneficial to them. Whether you are selling in a local or global market, community and purpose help you attract like-minded individuals that will support the community goals before their own personal agendas. Learn from these early adopters!
Michelle Cordeiro Grant
We put a panel of fashion and beauty influencers in the hot seat to answer attendees’ need-to-know questions about brand-influencer relationships. Think: How often are brands gifting them? What are the typical terms of a contract? What type of sponsored content does their audience respond to?
Enjoy lunch while networking with fellow influencer hot topic attendees.
Get prepared to air it all out. We’ll take the fishbowl submissions from earlier in the day and use them as discussion prompts to figure out how to fight back against what’s causing problems in a modern retail workplace.
Is “#sponcon” necessary? What’s typically included in an influencer contract? There are lots of rules surrounding sponsored content, but there are also many false reports and theories. What’s the truth?
Greenberg Traurig Law
Much can go awry when working with an influencer, from breaking FTC rules to hiring a celebrity who gains a bad rap. Find out what you should know before you enter a partnership and how to repair any resulting damage before it reflects poorly on your brand.
There’s no getting around it: Choosing a strong influencer partner means selecting someone who lives and breathes the ethos of your brand. If they wouldn’t normally wear or use what you’re asking them to promote, chances are your campaign will prove ineffective.
Senior Editorial Director
A one-and-done campaign with an influencer can work, but working with an Instagram star or YouTuber on a consistent basis often proves more beneficial. As such, many brands have entered long-term contracts with influencers to strengthen the bond.
Director of Brand Marketing
It’s hard to go wrong with a mutually excited relationship — i.e., the brand likes the influencer’s content and style, and the influencer is a longtime fan of the brand. Building close bonds with influencers is crucial for brands concerned about the actions of those representing them. When it comes to influencers, you can only control so much, and true partners of the brand aren’t likely to tarnish its reputation.
Global Director, Digital
Blowing your budget and crossing your fingers is one way to go about working with influencers — but there are better ways. Working with influencers who are genuine fans of your brand will often save you a lot of headache, not to mention marketing dollars — plus the resulting content will feel more authentic.
Associate Director, Digital Content & Social Media
Influencer marketing is increasing exponentially, yet brands are slow to fine tune their strategies to obtain maximum ROI. Successful companies realize that one-off campaigns are no longer worth the time or investment. Meaningful, diverse, data-centric programs with longer tails are the answer. Hear Hilary Sloan, director of business development at ShopStyle and Katie Leuer, Digital Marketing Manager of Bloomingdale's.com break down their successful joint campaigns including what worked, what didn’t, the Social impact over the longterm, the folly of relying on last click when evaluating ROI, and what’s on the horizon.
Affiliate Marketing Manager
Director of Business
Influencers who are fans of a brand often exceed expectations because they’re genuinely passionate about its products. By tapping into their stories and their enthusiasm, brands can deliver authentic marketing that speaks to large audiences.
Setting a firm foundation means establishing who you are from the get-go. Teaming with influencers who match your audience demographic and psychographic — and utilizing their photos to tell your story — will work wonders to announce your launch and ensure your customer “gets” it.
Founder, Chief Brand & Digital Officer
After all day of deep-diving into the world of influencer marketing, here are the top five things we learned.
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