Will Not Be Influenced By The Influencer, Part 3
I am the sole owner of a well-to-do restaurant specialising in traditional English cuisine but at a five-star level of service. Recently, a well-known food critic dined here and published her review on TikTok, and whilst this was amazing for my restaurant, it did attract certain people such as the following story dictates.
An hour before opening the restaurant, I find the following email in my inbox.
Patron: “Hello! My name is [Well-Known Local TikToker], but most people know me through my major social media presence, which currently has over one million subscribers over each platform!
“I saw your review recently, and I would LOVE to come by to sample your foods in exchange for more positive exposure! You will accommodate me, as well as several friends of mine who are also big TV personalities in our local area, who will also undoubtedly post about a very positive experience.
“I am also in contact with other local businesses about this exciting business opportunity, so a quick confirmation from you will be very beneficial for you in the long run!
“Kindest Regards, [Well-Known Local TikToker].”
I’ve never been more bemused at a person’s delusion before. Rather than engage in a futile attempt at a takedown by means of entering an email battle about pricing over exposure, I simply reply with the following.
Me: “Hello, many thanks for your email. I am happy to hear that you show a keen interest in helping local communities.
“I currently offer an ‘Influencer Incentive’ where you and your friends are more than welcome to order what you like, on the basis that you also promote and share a coupon code — through your choice of medium, of course — to your fans and followers. If the code is used at the very least ten times in a whole calendar month, you will be reimbursed the total bill of your order. Please let me know how we can arrange this, and we will be more than happy to accommodate you and your friends.
“Kindest Regards, [My Name].”
Ten minutes later, I get a response.
Patron: “Hello. Hmm, this wasn’t really what I was imagining, but I will give it some thought. Just so you are aware, though, [Other Restaurant] agreed to make this request happen without the use of your ‘strategy’. I am still hopeful of you changing your mind, but if not, we will go elsewhere.”
Of course, the moment I read that this other restaurant had agreed to trade free food for “exposure”, I was on the phone with the owner — whom I know personally — to ask myself. Of course, he had not made this agreement, and funnily enough, he did not know who this influencer was, either.
Related:
Will Not Be Influenced By The Influencer, Part 2
Will Not Be Influenced By The Influencer
