The Unofficial Guide to Surviving KOL RSVPs
Sending out a KOL invite sounds simple enough.
You have an event, you have a target number, you prepare your list, send out invites, and wait for RSVPs to come in.
Except, that’s usually when the real work starts.
Once the invites are out, you start to encounter a few familiar situations that I’ve learnt to recognise, read, and navigate along the way.
The “Let Me Get Back To You”
It usually starts with: “Thanks for the invite, let me get back to you.” And then… nothing. No reply.
Silence doesn’t always mean disinterest. Sometimes, you’ve simply caught someone at the wrong time. I’ve noticed that many of the KOLs I work with are more responsive in the evening, so I’ll take that into consideration when following up. I also pay attention to their usual habits - for example, if you were to invite a radio DJ to your event, it might be better to hit them up in the evening since they may not even check their messages until their show is over.
Sometimes, even switching channels helps. I’ve had an email go unanswered, only for a quick Instagram DM to lead them back to it.
But there has to be a cut-off. I’ll usually follow up around two days before the RSVP deadline, and if I’ve followed up two or three times with no response, I’ll take that as my cue to move on and start looking at my backup list.
The “Plus One…Plus One More”
You’ve already confirmed a KOL for their allocated pax, but then comes the question: “Can I bring a few more people?”
It could be a photographer, a few friends, a nephew, or even a friend with their kids.
For KOL movie screenings, we usually plan for two tickets per KOL. After doing enough of these, I've learned some KOLs may ask for additional tickets. So I’ll flag this to the client early and see if we can keep some flexibility in the allocation.
When the request comes in, I’ll look at the event capacity first, then who they’re bringing and what makes sense for the campaign. Let’s say the extra pax is for a photographer. Allowing them to come along could help the KOL capture content and potentially share it organically. But if we’re close to capacity, I’ll consider whether those tickets could create more value by bringing in another KOL.
For family-focused events, I’ll factor this in even earlier. If I already know a KOL has a bigger family, I’ll account for that when planning the guest list.
The “A Little History”
You have two KOLs who are both relevant to the event and both interested in attending, but you also know they may not be completely comfortable around each other.
In situations like this, I try to think ahead so both guests can have a comfortable experience. I can’t really control every interaction once they’re at the event, but I can think about the things within my control.
For a movie premiere, for example, what I would do is to make sure they sit separately and far from each other. It might be a small detail, but it’s important to be mindful of these things beforehand, so both KOLs can enjoy the screening comfortably without having to worry about the situation.
The “I Know Someone”
You’re halfway through your RSVP list when a KOL or manager suddenly says, “I know someone who might be a good fit for this.”
I don’t want to dismiss a recommendation too quickly. I’ll take a quick look at their content, audience, and previous work to see if they make sense for the brand and event.
I’ve had a manager recommend a KOL who wasn’t on our radar for a Mattel event. We found out her child was a genuine fan of the brand, and with the capacity to accommodate them, it felt like a natural fit for the event. Her child had a great time, and the KOL ended up sharing about the event organically on Instagram.
If we’re already at capacity, I may also check if they’re happy to be on standby in case a last-minute spot comes up. Some are perfectly happy to wait, which means I already have someone relevant to reach out to if a cancellation comes in.
So, How Do I Survive?
After working on enough KOL events, I’ve learnt that hitting the RSVP target doesn’t mean I’m done.
If the brief is to secure 40 KOLs, I try not to stop once I hit 40. I’ll try to get a few extra confirmations where I can because there’s always a chance one or two people may cancel close to the event. That way, even if two people drop out, I can still deliver the 40 KOLs the client asked for.
It has also become my own little benchmark. If I manage to get 42 for one campaign, I’ll quietly challenge myself to see if I can get 45 for the next one. Not because more is always better, but because having a little buffer gives you room to manage the unexpected.
And once that campaign is done, I’ll already be thinking about whether I can beat that number on the next one.
