#1 The power of word-of-mouth is staggering

With the number of media exploding and marketing becoming more pervasive, the channel with the greatest influence in America is not radio, TV, print or on the web, but the "human" channel of individual, person-to-person communication.

#2 The old rules of marketing no longer apply

Traditional marketing alone will not reach today's consumer. Media fragmentation has lessened the effectiveness of mass media. Roper reports that only 1 in 5 Americans watch TV commercials. While traditional marketing provides frequency and reach, Influencer marketing programs are being cited as an essential medium to provide direct interaction, credible word-of-mouth and product trial.

#3 Influencers are not the über-hip, they exist everywhere

Influencers are the "go to" people for advice and recommendations within their peer groups. If a brand can harness their power and develop relationships with consumers, the resulting effect will be deep (connective) and wide (populative).

#4 While Influencers frequently influence in more than one category, no Influencers influence in every category

The quickest route to backlash is to constantly target the same consumers. Each project must be approached with a fresh eye as to who is and isn't influential on the subject and how to credibly reach them. Consumers are marketing savvy. They understand when and how brands market to them. They will support a brand as long as they feel there is a "fair value exchange" of experiences, access and information that only a small group receives.

#5 Know thy Influencer

Do your homework: understand what motivates a target consumer. Go to where they live, work and play to observe and interact. Design programs that speak to their lifestyle and the payoff will be huge.

#6 Movements don't always start in the large urban markets

While large urban cities are important launching grounds for consumer movements, brands shouldn't discount the impact of smaller markets. The added bonus: brands can make a bigger impact for less money.

#7 Experience and trial are the key to winning consumers

Hype is no longer cool; being real wins these days. Today's successful brands must create a positive, relevant experience that will be shared with friends. However, it's not enough to just get the product in their hands. A brand must do its homework to connect with key consumers in the right places, at the right time and in the right ways.

 

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