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Some tips in terms of how to
do influencer marketing well,
you first have to start with,
who is the right influencer.
And that really comes down to
who has the authenticity and
the voice with the audience
you're trying to reach.
And if you start with that, and
you get the right person to engage with on
behalf of your product or service,
then you've done 50% of the work.
The other part of it is making sure
that the creation of the message and
the story is compelling.
And that's really,
it's a mixture of right person and
that right person being able to tell the
story about your product in the right way.
And that boils down to a good story,
boils down to allowing the influencer
to have the flexibility and
the creative control in telling
a benefit-driven product or service story.
As marketers, we frequently get very
caught up in the features of our products.
And we get excited about the fact that
there is a particular feature that's been
developed, and it's so innovative.
At the end of the day,
the consumer only cares about how that
product is going to help make
their life better, easier,
more interesting, more exciting,
and those are benefits.
So what we love about influence or
marketing, is that influencers
are consumers like you and I.
They buy products.
They use them themselves.
And if you can tap into an influencer and
give them the opportunity and
the creative control to talk
about why your product or
service is a benefit to them,
why it helps them in their life, then you
have a great story that then can be shared
with that influencer's larger audience.
The influencer marketing space is
still new and evolving and there
are lots of questions about how do you
measure the value of influencer marketing.
I think out of many different
ways that you can market,
this is one of them that actually
has a plethora of data and
opportunities to determine
what am I getting from this?
So one thing that we look at is how
literally many people saw the message and
that's there are now some
fantastic online tools that allow
you to track how many people
saw a particular message.
How many people engaged with that message,
shared that message.
And ultimately, looking at conversion
to purchase, that is also something
that we are starting to be able to
track with much better accuracy.
And I'll give you an example.
We worked with Kmart and their goal was to
get millennial consumers
to reevaluate the brand.
And to think about Kmart is a place
that they would wanna shop,
whether that was in store or online.
And so, we engaged a group of millennial
shoppers who were influencers,
and one of them,
I'll just talk about one example.
One of them who had a fantastic
fashion oriented audience,
went on to Kmart.com,
picked out a shirt and
an outfit that she would herself wear.
Purchased it, put it on,
created great photo content out of it and
posted it on Instagram.
Well, within an hour for
posting the shirt,
which she described where you could
find it on kmart.com sold out.
And you could see in the comments
people saying, my gosh,
that is the shirt that you got from Kmart.
I would never have thought that
that kinda shirt would be on Kmart.
It would be a product
I could buy on Kmart.
And then you'd see comments that said,
I looked at Kmart, and
the shirt doesn't even look like that on
kmart.com, but it looks so great on you.
So it has this multiple levels of benefit.
A, you have people becoming
aware of a product that they may
not have thought would be
associated with a particular brand.
And then B, you have people seeing
that product coming to life through
the influencer and then making that
decision to go to purchase the product.
What I think is so awesome about
influencer marketing is that you take
the traditional path to purchase,
which starts at awareness.
And then you end up through the funnel
all the way down at ultimately getting
a purchase.
You take that entire funnel, which usually
has four, five steps, and you collapse it.
Because you can get someone to go from
awareness all the way down to purchase,
in one single piece of contact.
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