Chamber Ramps Up Marketing Efforts with Influencers

Influential Allies

Chambers of commerce are discovering a powerful ally in a world where scrolls are fast and attention is fleeting: the influencer. Many chambers are experimenting with different tactics, even adding influencer roles to existing ambassador programs to create something altogether new.

The Conroe-Lake Conroe Chamber (Texas) approached the challenge by creating a media day that targeted regional and niche influencers to promote its four signature events: Chairman’s Ball, Tastefest, ATHENA Leadership Luncheon and Lobsterfest.

Defining an Influencer Media Day

A typical influencer media day offers influencers strategies to promote a product, service or event on their social media platforms. This enables the chamber to leverage an influencer’s reach and credibility, drive brand recognition and increase sales.

The Conroe-Lake Conroe Chamber (CLCC) staff and marketing committee scoured their contacts, Facebook groups and Instagram, searching hashtags to find influencers who fit the chamber’s overall brand. Once influencers were selected, the chamber invited them to participate via various channels.

“We wanted to reach out to an audience that we don’t typically do a good job of connecting with,” said Steve Scheffler, director of marketing and communications for CLCC.  “We’re great at connecting with the local business community – both members and non-members – as well as traditional media. But influencers have the potential to reach much broader, consumer audiences.”

Since the four events have a food component, the chamber targeted influencers who were food bloggers, Facebook group admins and high-profile individuals in the city and surrounding areas.

Outcomes and Next Steps

The chamber’s inaugural media day, which hosted 45 influencers at a location deemed “Instagrammable,” showcased experiences and increased visibility for the chamber and its members. Attendees enjoyed event-themed photo opportunities, curated food and drinks, along with branded swag bags. To promote Tastefest, for example, CLCC distributed “Tastefest Media Influencer” passes, inviting influencers to use the tickets and share their experiences at the event's participating restaurants. 

The first media day event attracted extra attention for the chamber across demographics and channels. The example below showcases a post from one influencer, Haley, who has over 24,000 followers on Instagram and a local advocate sharing on Facebook.

The CLCC is tracking the use of the “TastePass” but is not basing success solely on the impact to their events. The lessons learned through this first iteration will drive future success.

“One of the biggest benefits will be predicated on the follow-up we do after the event – staying in touch with not only the influencers who attended but also those who didn’t. Keeping the relationships alive,” Scheffler said.

Learn more about this program at the 2025 Events & Communications Conference in Huntsville, Ala.

Related Content: Maximizing Membership through Influencer/Ambassador Programs