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The key to Successful Influencer Marketing Campaigns



Marketer preparing a Influencer Marketing campaign
An influencer is much more likely to tag you in future posts if they know you'll always share the love back | Photo: Kelly Sikkema

Influencer Marketing isn’t exactly something new and, even before the first ever social media post in online history landed, people with the power to influencer others were already getting paid to do exactly that. This is a point that Paige Arnof-Fenn, Founder & CEO at USA marketing agency Mavens & Moguls, recalls.

“When I started my marketing career in 1990 there was no social media and brands had to pay a lot of money to celebrities to endorse their products. Today, small businesses can successfully advertise and promote their brands online without spending tons on traditional media by leveraging the internet and online marketing. Research shows that peers and influencers actually carry more weight today with consumers than paid endorsements.” – reveals Arnof-Fenn, a former VP of marketing at Zipcar.

“My best tip for a successful influencer marketing campaign is to utilize a mix of influencer types. Instead of just focusing on the most popular/branded individual influencers, you should include internal experts, micro-influencers, niche expert prospects, and customers in your influencer marketing mix. Receiving multiple perspectives and insights always enriches the discussion and generates more activity online. In the end, doing your homework is key to success.”

The good news is that, over the past year, the number of people with potential to land real influence to your campaign have increased exponentially, with more of us spending time online to consume content and share our views.

“A shift that happened during the 2020 pandemic is an influx in social media participation and a widening in scope of who is considered influential. With this increase in the number of people turning to social media to meet their needs, the opportunity to share brand awareness through everyday people, entrepreneurs, and even celebrities have increased. The trick is to find the right voices that fit your brand and goals, not the most popular ones. I can’t tell you how many times my friends and I have shared products with each other and all immediately invested. It is about trust at the end of the day.” – says Jessica Fonseca, SVP of Influencer Marketing at Los Angeles-based PR agency at Pink Shark PR.

“A trick I use to find the right content creators is to analyse a brand’s analytics, see who their typical buyers are, and then approach them with a mutually-beneficial offer. I cherry-pick the influencers who vibe with a brand and its initiatives by searching hashtags, demographics, and location. When you find the right voices, they’ll be willing to share your products or services because they truly love what you offer. You can also extend to using small commission-based opportunities for creators. This not only supports the creator but also provides them with an incentive to continue posting about your product.” – explains Jessica.

I spoke to seasoned content creators, marketeers, and business owners using influencer marketing to identify simple-to-follow tips when working with content creators for a campaign.


Personalise it

“To experience a successful influencer marketing campaign, you need customized content as per the influencer’s persona. I have been working on influencer marketing on Instagram for the last 3 years with good, average, and bad results depending on the period of time. During the last few campaigns I have noticed that the followers of the influencer don’t like advertisements in the content, so you need to integrate the offer in a subtle way. This subtle approach needs to also generate a good amount of engagement, clicks and impressions for the post and story.”

Nizar Ali Bachlani – Partnerships, influencers and affiliates at


Repost content from creators

“What people often forget to do with influencer marketing is repost the influencer’s content! An influencer is much more likely to tag you in future posts if they know you’ll always share the love back. Whenever they tag you, be sure to share that content to your story and profile. It’s a great way to show influencers you appreciate them!”

Liz Jeneault – VP of Marketing at


Influencers need creative freedom

“We experienced success and ROI on a project after changing the way we briefed creators. We decided to give them a chance to do their own thing, that their audience will love.
When the creator has some creative freedom, your success boils down to having in-depth documentation on branding. This includes everything from logo placement, recommended slogans, talking points, and key unique value propositions.
This helps make sure that the production value of how your brand is presented shines.

Domantas Gudeliauskas – Marketing Manager at AI-powered website builder Zyro


Start with people around you

“I prefer to find influencers amongst our employees and our customers as opposed to working with strangers off the internet as content creators. The former already like our product and service, meaning they are oftentimes willing to work for store credit or free products instead of insisting on thousands of dollars for a social post. The characteristics of this partnership also mean the promotion is much more authentic because it’s organically driven.”

John Frigo – Influencer Marketing Manager at www.MySupplementStore.Com


Know what you want

“Specifying your exact requirements to an influencer is key. If you want text/tags/swipe ups/gifs/codes, then make sure you include these in your briefing. Detail if you want the influencer to add their creativity to it or if you will be providing all the content. Clarity is key for influencers when working with marketers. Otherwise, influencers will naturally have their own spin on the collaboration and might miss something you wanted but didn’t articulate to them.”

Kristie Bennett – Content creator and Winner of Australian Survivor


Start an authentic relationship before any campaign

“It’s important to speak with the influencer as if they are a new friend. Without asking for something right from the start, the best practice is to set up 4 touchpoints, spaced 1 week apart. This can be a comment, like, DM or repost. It’s only when the influencer has engaged, and the relationship has started to be built, that we approach the content creator. Authenticity is key.”

Myriah Castillo – Digital Marketing Manager at


Make it mutually beneficial

“We are a 100% female run e-commerce social enterprise founded in 2015. Based on our experience, it is important to remember that a successful influencer partnership is a two-way street. Take the time to brainstorm ways you can help the influencer build on their own brand through the partnership, such as by exposing them to your own audience. By making the relationship as mutually beneficial as possible, it is more likely that your influencer will be motivated to make the campaign a success for both of you.”

Jessica Rose – Chief Executive Officer at


Check authentic engagement, not just your number of followers

“Since we’re in the sneaker & streetwear industry, the influencer marketing opportunities are endless. We have tried many different campaigns with influencers, and we found that the key to a profitable influencer marketing campaign is an authentic influencer with a loyal community. You need to spend time reviewing the influencer and his community. How loyal and engaged are these people? How authentic is the influencer while engaging with them? Spend some time learning about the “Like:Follower Ratio”, too, and never just look at the follower count of an influencer.

We found that the more loyal the community is and the more authentic the influencer is, the more expensive the campaigns with these people are…but the returns were always worth the cost.”

Edgar Suppes – Co-founder at


Marcio Delgado is a Journalist, Producer and Influencer Marketing Manager working with brands and publications in Europe, America and Asia.


BT lands £70m IT services deal with South West Police



Police woman standing next to a police car
Ten-year contract with Devon & Cornwall Police and Dorset Police will see BT manage IT services for the two forces.

BT today announced it has secured a ten-year, £70m IT services deal with Devon & Cornwall Police and Dorset Police. Together, the two police forces handle more than a million emergency and non-emergency calls and respond to more than 118,000 incidents of recorded crime each year. The new long-term agreement will strengthen the forces’ technology estates by creating a future-fit infrastructure to support more joined-up policing, with the potential to extend the contract to neighbouring forces in the South West region.

The managed service contract will underpin a range of the police’s information, technology, and communication demands, including field mobile, airwave vehicle and handheld connectivity for emergency services – alongside security and customer service desk applications.

It will see BT work with both police forces to support public contact and staff collaboration platforms, delivering efficiencies for 101 and 999 services, whilst improving intelligence gathering and data sharing for staff. Frontline officers will benefit from improved connectivity for devices such as mobile phones, body-worn cameras and vehicle radio systems, delivering benefits for local policing by giving officers access to critical real-time information.

BT will also assist the forces in staying compliant with security frameworks, supporting measures to strengthen their security protocols against external threats. Together, these services will support Devon & Cornwall Police and Dorset Police with their digital policing strategy and strengthen crime prevention efforts, whilst also delivering expected financial efficiencies.

More than 5,100 police officers and 3,500 police staff work within the two forces, and they employ more than 550 Police Community Support Officers (PCSOs) and special constables. As part of the contract, BT has agreed to progress social value initiatives for both forces, implementing measures to improving transparency on the environmental impact of police activities in the South West.

“Efficient and resilient technology infrastructure is crucial to support the police in tackling both current and emerging threats – so we’re proud to have the back of South West police forces by delivering exactly that. This new managed service from BT will help future-proof connectivity in all areas of policing, from those on the frontline to behind-the-scenes support staff, helping them to protect the public and keep pace with the changing nature of crime,” says Ashish Gupta, Managing Director, Corporate and Public Sector at BT.

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12 steps to create inclusive presentations for any audience



Encourage questions from the whole crowd. This fosters engagement from players who are not as confident or remote.

A varied work environment requires presentations that everyone can enjoy and learn from. And In today’s diverse and interconnected world, providing inclusive presentations is more important than ever, as they can ensure that all audience members, regardless of their backgrounds, abilities, or learning styles, can engage with and understand the content.

Besides aligning several levels of expertise and increase audience engagement, as everyone feels respected and able to participate fully, inclusive presentations also enhance productivity, as audience engagement, as everyone feels respected and able to participate fully in any setting.

Here experts at a presentation design agency share essential tips on how to build engaging presentations for all audiences, regardless of background, abilities, or learning styles. These inclusive habits can help you improve your communication skills and create a respectful, inclusive atmosphere.

Understand your audience

To provide an inclusive presentation, first understand your audience. This requires investigating your target audience’s age, culture, career, and any limitations. Understanding these elements enables you to personalize your presentation to meet their individual needs and experiences.

Customizing Content to Meet Different Needs

Tailor your content to your target audience’s demographics. Use inclusive language and avoid technical jargon unless everyone knows it. Consider your target audience’s cultural and educational backgrounds to avoid alienating them via content or delivery.

Knowing your audience enables you to provide a more informed and engaging presentation. This first step establishes the presence of your presenting style.

Making content accessible

Making your information accessible goes beyond words. Speak plainly and simply to individuals with diverse backgrounds and skill levels. Summarize complicated concepts and provide handouts or visual aids to supplement the spoken information. Make your papers screen reader accessible and provide various formats for visually challenged audience members.

Planning your content around these features can make your presentation more inclusive and maximize the event’s advantages for everyone.

Making Slides Accessible

The visual style of presentation slides determines their accessibility and efficacy. Learn how to make presentations that everyone can comprehend.

Visually Accessible Slide Design Tips

To help visually challenged folks, use high contrast text and backdrop colors. Black text on white, or vice versa, is simple to see.

Simple Designs: Avoid layouts that are distracting or confusing. Use white space around text and pictures in a tidy way.

Use big letters for easier reading from a distance. Headings should have a larger font size than body text, which should be 24 points.

Selecting fonts and colors

Color schemes: When choosing slide colors, keep color blindness in mind. Avoid hazardous color pairings like green and red.

Choose readable fonts. Sans-serif types like Arial and Helvetica are ideal for screen readability.

These features allow you to design presentations that are attractive and accessible to everyone in your audience, even those who have visual impairments.

Inclusive Language and Delivery

Using inclusive language and careful delivery makes everyone in the audience feel valued and involved. How to do this in presentations.

Language Matters in Inclusivity

Avoid jargon: Use clear, straightforward language that all audience members may comprehend. Avoid utilizing technical or industry-specific jargon unless it is explicitly explained or clarified in the presentation.

Use Gender-Neutral Language: To neutralize gender-specific phrases, use “they” instead of “he/she” and “team” instead of “guys”.

Cultural awareness: Cultural variations might affect how your message is perceived. Avoid using idioms and words that may lose significance between cultures.

Clear and Respectful Communication Methods

Clear, Moderate Speech: Maintain a moderate speaking tempo so that everyone can grasp the information, particularly those who process auditory information slowly.

Pause to emphasise: After making crucial statements, pause momentarily to ensure that your audience understands them. This increases understanding and accentuates the point.

Restate To help you remember crucial points, repeat them throughout the lecture.

Inclusive language and thoughtful delivery improve the accessibility of your presentation and make attendees feel appreciated.

Using various learning styles

Recognizing and engaging audiences’ learning styles improves presentation inclusiveness and effectiveness. How to Support Multiple Learning Styles:

Engaging Everyone with Your Delivery

Use a range of teaching strategies in your presentation to suit various learning styles. Use imagery, narrative, and interaction.

Polls, question periods, and small group discussions make presentations more appealing to interested students.

Notes and takeaways: Provide attendees with specific handouts for use during and after the presentation. This allows all students to study and review at their own speed.

Accepting these many learning styles can help your presentation be more inclusive, memorable, and powerful for everyone.

Tips for Inclusive Q&A

Facilitating an inclusive Q&A session engages audience members while making them feel heard and appreciated. Here are some tips for making your Q&A sessions more inclusive

Set Clear Guidelines: At the start of the Q&A session, establish clear expectations for question handling. To encourage involvement, ask polite, concise questions.

Ask questions utilizing an audience microphone if one is provided. This elevates their voice and ensures that the whole audience hears the query.

Always repeat the audience’s questions before responding. If some people did not hear the question, this will help them to comprehend it.

Encourage all attendees to participate.

Encourage questions from the whole crowd. This fosters engagement from players who are not as confident or remote.

Provide other questioning methods: Throughout the session, attendees may submit written or digital inquiries. Shy people or those who dread public speaking may benefit from this.

These ideas will improve the effectiveness and inclusivity of your Q&A sessions by enabling everyone to participate.

Use assistive technology

Assistive technology may help make presentations more accessible, enabling everyone to participate. Integrate these technologies effectively.

Feedback Collection and Use

Continuous progress demands feedback, especially for inclusive presentations. Discover how to gather and use feedback to make future presentations more interesting and accessible.

In today’s globalised society, presentations must reach and engage a wide range of audiences. This article’s eight phases, which range from audience knowledge and content production to assistive technology usage and feedback, provide a thorough approach to inclusive presentations. Presenters may utilize these techniques to make their message more accessible, resulting in a welcoming and polite environment. In order to accomplish ongoing progress and flexibility, input must be solicited and absorbed. Take the following measures to enhance your presenting abilities and promote inclusion in your professional community.

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Fred Olsen Cruise Lines awarded for beekeeping tour



Fred Olsen Cruise Lines awarded for beekeeping tour
Georgina May, PR Executive, Tabi Winney, Destination Experience Assistant, Martin Lister, Head of Itinerary Product Development | Photo: Michael Newington Gray

Fred. Olsen Cruise Lines have been awarded ‘Consumer Favourite for Excursions’ at the inaugural Sailawaze Excellence Awards 2024.

The cruise line received the award last night at a gala ceremony held in central London, attended and hosted by Patrick Grant, presenter of hit BBC show, The Great British Sewing Bee.

More than 150 entries were submitted across the award’s eight categories, which were then shortlisted by a panel of cruise line industry experts. The final shortlist was then voted for by consumers.

Fred. Olsen Cruise Lines’ rural beekeeping tour in Lithuania was highlighted by the award. This tour allows guests the opportunity to learn more about village life and the cultural significance of bees by visiting a family-run apiary to see how honey is produced, with the chance to sample various honeys and locally produced mead.

“We were incredibly proud to have received this award. It’s testament to all the work that our Destination Experience teams, both ashore and on board our fleet, put in to making each one of our guests’ excursions an incredible and unforgettable experience,” said Martin Lister, Head of Itinerary Product Development at Fred. Olsen Cruise Lines. “We believe it’s all about the people and we believe that giving our guests the opportunity to connect with credible local people, who aren’t just providing information on a subject, but are passionate about sharing their personal stories and insights into their real lives, is the best way of engaging our guests and the communities that we visit”.

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