They don’t care if Oprah likes it; does Aunt Betty?
Research is continuing to show that consumers care more about those they identify as leaders in a segment than about celebrity endorsers.
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Television ad campaigns now running that use the power of celebrity endorsers such as Zaxby’s Chicken ads with Terry Bradshaw and Luke Wilson in AT&T’s ads demonstrate that real influence that causes people to purchase products comes from someone who is influential among the people who use the product.
This insight coincides with research showing that women respond to connectedness and relationships.
How does this translate into your marketing plans?
- Understand who uses your products as well as the other Ws (when, where, why)
- Listen to what users say about your products in forums, social media
- Identify the influencers in the conversation
- Develop genuine relationships with influencers
- Invite them to share their product insight with you
- Take their input seriously
- If appropriate influencers like and use your product, ask them if they will share their preferences among their community (with full disclosure of any and all benefits they may derive from that use.)
This may mean that rather than an up and coming author doing book signings at a bookstore, they meet with well established book groups interacting with members. Whatever the interaction is that derives from listening and developing relationships, it must be natural, unforced and authentic. No broadcasting. Only natural growth of the audience. It’s not viral, it’s long-term, sustained, organic growth you want.
So many have sought to be the next viral product video, but really, when the end of the day comes, do you really remember the contents of a viral campaign for a product?
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Posted in marketing | 
Tags: advertising, celebrity endorsements, influencers, social media endorsers
I wholeheartedly agree with this post! Very timely points, Cheryl.
Andra, Thanks for your support. Many companies have a hard time understanding that sustained growth is better than viral. Our egos like a large hit rather than incremental growth. I just keep remembering the old adage, “Slow and steady wins the race.”