Influencer Marketing – Virality, experience and recommendations from the Ambassador
Influencer Marketing – Wow! For real? The word “influencer” is not a modern invention of marketing, but a business model that has worked for thousands of years, also known as “recommendation marketing”. A recommendation means that people (with influence) affect other persons through positive opinion. Persons who receive the recommendation will usually stick to it as well, once they are ready to buy. Many people also know the term “ambassador”, which represents a brand opposite to customers.
Redaktionelles Foto © Astarot – fotolia.com
Influencer and Ambassador brands and product placement
Influencers can have positive but also negative effects on brands:
- Make an opinion: First Mover
Wishes and needs for the first time
- Opinion: recommendation marketing
Wishes and needs
- Disagree: Negative Marketing
Negation of products and brands
Nevertheless, you should discover the effectiveness of Influencer Marketing!
What marketing strategies does an influencer pursue?
Influencer or Ambassador (brand ambassadors) represent companies, products and brands. Whether it’s fitness shake, food supplements or new fashion collections of established companies. As an influencer one integrates strongly with the represented brands in its own daily life and actually integrates it into its own life. Especially bloggers, ambassodors and influencers attach great importance to authenticity. That is why just as much importance is attached to the fact that you can really identify with the advertised brand.
This makes the advertising impact for companies by influencers and brand ambassadors so great and unique when they work together. Because the advertising is not “crass” placed, that is as striking as an advertising poster, it is only a part of the life. If, for example, we have a camera manufacturer, the latter can very well place new lenses with a top photographer. It stands for quality and will only recommend lenses, which at best correspond to their own quality standards.
Here we return to the absolute authenticity of the influencer. Through the close connection to the fans and followers increases the obligation of the honest communication. Especially as influencers like all Perosnen in public life are strongly dependent on their fans.
Ambassador for brands and companies – Authentic advertising and virality through brand ambassadors
Trademarks need an interactive and rich platform to promote new products, services and collections. More effective than classic advertising are, of course, multipliers. They support brands by being close to their fans and followers by encouraging new customers and prospects. As a rule, this is still happening today through classical mass advertising. The typical posters in the city center, which you can see and which are often enough when you are in the city center. So much so that they do not really notice any more. That is why modern thinking and digitally operating advertising agencies are always looking for smart solutions to pack advertisements in a way that they reach the consumer directly without high scatter losses.
Anyone who wants to become a blogger or an influencer can find good articles here in the FIV Magazine:
Become a Blogger & Influencer (1)
Become a Blogger & Influencer (2)
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Reliable scattering losses are avoided by the integration! Why? The most direct communication with the end user is achieved by not talking directly to the consumer but already convincing people. For example, your regular customers! Quite honestly, when did you last think about using the existing customer base to activate new contacts?
Recommendation for more Kaufbreitschaft
As mentioned above at the beginning of the article, the recommandation is one of the decisive selling arguments in relation to cooperation with opinion-forming persons. If we receive recommendations from friends, or from people we trust fully, or a very high social reputation, we will buy a product more likely than if we had offered it through classic advertising.
© kiuikson – fotolia.com
Secret weapon of the Influencer: reputation, oral propaganda, virality
Influencer marketing means a great deal of influence within your target group
We can call it modern viral marketing or in the classical sense, oral propaganda. This recommendation, mouthpropaganda, is the absolute secret weapon of the influencers. They have often built up a community through their many years of work that has not followed their lives, but also every single step in the career. Brands that work with Influencern are fast for their fans and followers interesting brands and much more with the label “buyable”.
What is the successful influencer campaign for companies?
Let’s look at an example: We have a company that plans to launch a product at the turn of the year. The market is not relevant in this respect. Influencer marketing has brought rapid success in almost every country. Let us assume that this product is a “simple” product expansion of an existing product line. Thus, when we assume that there are usually a handful of comparable products or services, we have nothing special. That is, our product to be imported is not an absolute world novelty. Nevertheless, the product is, from the perspective of the company or the marketing, an interesting purchase option for people.
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Let’s take a closer look at the top example of a camera manufacturer’s lens. Who would be better suited to market the lens or to represent, as a photographer?
Let’s go through the options. The first option would be to book expensive advertising. These are usually booked in magazines or on large posters. In the online world you can book classic advertisements in search engines such as Google or share your content with ads in social networks like Facebook or Instagram. Smart social media managers and online marketers trust that their advertising is targeted to the right people. That’s why you hire agencies to find the right influencer for their brand.
In this step, the companies usually come to an agency like us. We take over the entire administration and the organizational process for your advertising campaign. We find the right influencer! This is what our customers trust.
Medication of Influencers – The typical campaigning process in Influencer Marketing
How can you imagine the typical mediation process of an influencer? The first inquiry from our customers contains roughly rough data of the project. This includes not only target countries, target groups, but also product details. The first question is whether there are many more questions (why this blog article was created). We sort all information and focus on relevant areas that promise the greatest success in online marketing.
We are therefore focusing not only on the purely quantitative reach of the influencers but also on the effectiveness of our digital campaigns. As already mentioned, the avoidance of scatter losses is the A & O. In this way, we maximize profits and streamline the necessary investments to a minimum.
Which influencers are interesting?
The right selection of influencers in social media management using a relevance matrix
After the initial analysis, consulting talks and precise design of the digital measures, we go one step further and choose the optimal matching multipliers for their project. So accurate that target group with the fanbase of the influencer covers the bulk. First, we create a rough grid for the customers from the respective profile of the opinion pictures. We take a closer look at the challenge and the specific characteristics of each advertising project. Once we have created our matrix, we can quickly and accurately choose the right tools and negotiate an optimum for the customer.
Sending of products with immediate integration
Once we have selected the perfect people for your project, we send the products to be placed to the influencers as an agency. They will then interact with the product in their own way. They will write, rate, recommend, speak or just shoot photos. All bloggers will post on their blogs or in their social channels via the customer. They give recommendations, produce test reports or just try out the new product.
New product presentation – Unboxing videos of vloggers
There are countless possibilities for new products, not only the classic blog articles, but also new innovative video concepts such as Unboxings. Here, bloggers do not really “separate” the product. Instead, they are looking forward to opening the package together with their fans. The Vloggers spend hours with the perfect cut, the thumbnail on Youtube, the description of the video and many details. In the run-up the video is worked hard and the whole concept. In the Unboxing video is then over five minutes about the actual product tells up then comes to the actual unpacking. In addition to these, there are countless other innovative presentation concepts for new products. For advertising agencies and any form of PR and marketing, working with Influencers is a truly successful concept in online marketing. The strategy is mostly based on very low scatter losses, an absolute advantage for every company!
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Let’s say you’re a fashion brand from Paris and want to create the market entry. As we have already described in other blog posts, it is possible to promote a wide range of advertising through classic ways, such as print advertising in magazines and on posters or TV advertising for new products. There are so many modern techniques in online marketing, as well as Facebook ads, Google ads and more! For your company, there is a direct route to the customer via multipliers and influencer branding.
Image transmission for brands
Influencers have often built their channel for years. This requires daily care and constant creation of new content, which is constantly interesting for the fans. Once you have built such a community, you have direct access to thousands, hundreds of thousands, or even millions of people. Anyone who has done this will, of course, be strictly aware of the products or brands he or she represents. Just as the fans pay attention to which brands and products use, use or wear their model. As a result, brands have immediately transferred their (positive) image to themselves. This transfer of a positive image will quickly make the brand a well-known name in the world of the influencers. If their target group is now very close to that of the customer and, for example, between 8 and 30 years, usually female or male, is better, it does not work! Direct Involvement thanks to Influencer Marketing.
This post is also available in: German
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