Word of MICE currently covers Europe, according to Mariska. It works for companies which aim to promote their services to the meetings and events industry. More than selling one-off communications (x euros per tweet, as we sometimes see with influencers), they work on complete campaigns, helping clients manage their image and reputation. "Influencers have to be part of your strategic or long term planning", says Mariska, “with adjustments along the way”.
The solution is especially relevant to cover a new geographical market. The company finds the right influencer and manages the whole campaign (selection, contract, definition with the influencer of the strategy, since each of them knows what works with their followers), tracking and results analysis... As an example, they are currently working with Naples, getting influencers to visit the destination and write in a creative way about it and post on social media. Word of MICE currently covers Europe, according to Mariska.