Not Your Mother’s Marketing...Influencer Strategy The use of influencers has evolved from a tactic...
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@DTCWS DTCWS19 1 Not Your Mother’s Marketing
Transcript of Not Your Mother’s Marketing...Influencer Strategy The use of influencers has evolved from a tactic...
@DTCWS DTCWS191
Not Your Mother’s Marketing
Influencer Marketing
Hope HeltonDigital Marketing & Ecommerce Manager
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Why Influencers?
Allows a trusted 3rd party to share brand stories through Content: photographers, videographers and writers who are subject matter and people experts and know how to create compelling stories for their audience.
Trust. 82% of customers say they trust recommendations made by micro-influencers.
COST EFFECTIVE.
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What is an Influencer? An influencer is an online personality. They use social
media to share their opinions about products or brands with their followers.
Influencers Types
● Mega-Influencers earn their living as a
celebrity (e.g. Athlete, Actor, Artist)
● Macro-Influencers earn their living as an
influencer (e.g. Blogger, Creator, Journalist)
● Micro-Influencers: Everyday Consumers
with defined topics of focus aimed at
specific audience.
● Advocates are consumers who are
passionate and willing to share, but have
little influence
● Referrers are consumers who passively
share relevant content with friends and
family
● Loyalists are consumers who love your
brand, but are not willing to share on social
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Micro Influencers
People first content. Fast-moving digital trends.
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Influencer Strategy
The use of influencers has evolved from a tactic to a prioritized strategy.
1. Define Brand Objective.a. Measurable and Actionable
1. Influencer Networks ~ Strategic Thought Partnera. Strategy, Ideation, Project Management & Reportingb. Identify influencers (content, audience, interest)c. Vet based on media metricsd. Ensure legal requirements ie #ad +21
1. Detailed Campaign Briefa. Campaign objectives, brand/product story, key visuals, theme b. Define success: KPIs, goal metrics
Now… LET GO!
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Micro-Influencer Example
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ChefsFeed ~ Case Study
Objective: Drive awareness and trial of new Rosé of Pinot Noir to younger audience. large initiative for the year - still seeing benefit
Strategy: Connect with Chefs, a trusted consumer resource, to share Rosé story.
Tactic: Partner with ChefsFeed to create a cross-channel media campaign. ChefsFeed connected us to network of known chefs. The campaign included 3 chefs selected to create recipes and share their impressions of the wine.
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ChefsFeed Campaign
May 1 - August 31st● Custom Branded
Video Series● Social
Amplification● Digital Banners● x2 Weekly
Newsletter
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Top Performing Creative
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Campaign Highlights
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Learnings
Brand Strategy Network Insights
Cross FunctionsOwned Media Trust
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Thank you!
Established in 2010 by winegrowers William Blackmon and Chris Brundrett
Located in Hye, TX in TX Hill Country AVA
35K + case production
3.8K wine club members*
Recently moving into wholesale with red and white blends in select markets
Understand the AUDIENCE
• Marketing basics first
– Persona development
– Total available market analysis
– Goals and objectives
– Choose the channels appropriately
– Where did we begin?
– Women 30-55 y.o.
– travelers, enjoy lifestyle content, online
shopping
• 93% Food/Bev – e-commerce + retail segment
• 92% Vacation planning – tasting room segment
78% of U.S. women say they take action after seeing a brand’s
posts on Instagram
SOURCE: AdWeek
Should I say yes or no to @soandsowineblogger?
How do I get @hotshotwinesnob to contact me?
Evaluate their following
ENGAGE THEM
Use tools to gauge their “pull”
SEO Moz websites
Channel specific tools
TOOLS TO HELP
Soft launch of Influencer Program:
Goal: Follower growth
Tactic: 3 influencer VIP ticket giveaway
Result: 776 followers
Post contest loss: <2%
Identify:@whointheheck is right for your brand
Negotiate:Gives & Gets
Establish Expectations:Calendar + KPIs
ENGAGE!
HOUSTON, TX 2018
• #PetNat75 & #TOTC
• Swag drops
• Food pairing + wine club event
• TX wine month drops
• Whole Foods Market partnership
rollout
Mixer event Swag drop Media + Wine Club event
TX Wine Month Fact cards + Sample drop
Retail Rollout
WHOLE FOODS MARKET + TX WINE MONTH “WINEMAKER ROADSHOW”
Goal: generate awareness for our retail wines
and establish loyalists in top tier WFM locations
– Elements of WFM Influence Campaign
• Referral links for ticketed WFM tasting events to
our influencer base – quid pro quo
• Media drops of retail wines for Texas Wine
Month
• Hosted events with 1:1 winemaker meet and greet
and workshop in each location
• Wine club incentives
WHOLE FOODS MARKET + TX WINE MONTH “WINEMAKER ROADSHOW” – Reporting/ROI:
– Sold out three cities – proof of brand
loyalty
– Gained long term real estate at high
performing WFM locations
– Sold out of our Pet Nat splits; 100%
contracted to WFM for holiday
season
– Captured national attention
Takeaways…
• Establish an overarching goal for your influencer
program
• Communicate your strategy across your organization
• Determine how are you targeting sales and establish a
content calendar in partnership with your influencers
• Quid pro quo – an advance Service Level Agreement
(SLA) is key!
• It’s not just a digital play – influencer marketing is truly
multi-channel and cross-functional
@DTCWS DTCWS1933
Thank You
