5 Tips from Northlich's John Bloomstrom

While many brands see the value in communicating through highly credible thought leaders and other people with existing relationships to their consumer, the practice is still emerging.

Here, John Bloomstrom, Executive VP, Manager of Influencer Marketing for Northlich shares a few success principles that companies can use to make their influencer marketing programs work harder and more effective.

Tip #1. Understand the touchpoints
There are three distinct touchpoints: brand, influencer and consumer. The more you know how they intersect, the better your program will perform. Without knowing the level of connectivity between an influencer and your consumer, or when your consumer is most receptive to a brand recommendation, your brand will never merit the mentions it needs.

Tip #2. Deliver the right currency to your influencers
The two primary groups of influencers -- professionals and peers -- are motivated by different messages:

Professional influencers (healthcare professionals, lawyers, etc.) react to brand messages that provide them with intellectual currency -- brand information that increases their professional stature or improves their understanding of the product.

Peer influencers (friends, family members, co-workers, etc.) prefer brand messages that include a degree of social currency, or new-to-the-world information that encourages pass-along because it imparts a higher sense of social worth.

Tip #3. Encourage connectivity and links
Successful word of mouth programs work best when connections and links are clearly identified and encouraged. The brand needs to help the influencer understand which types of consumers will welcome their recommendation, how to pass it along, and where the consumer can be directed for more information.

Tip #4. Create sampling opportunities to add value
Easy-to-dispense product samples always add more value to the influencer's brand recommendation. Samples serve as tangible proof behind the influencer's brand loyalty and, when delivered by a professional influencer, there is often a placebo effect that positively impacts the brand's perceived efficacy.

Tip #5. Cultivate relationships with your influencers
Neglecting this step is the biggest mistake brands make. Influencers are often the first gatekeeper to your brand and their loyalty is earned over time with relevant category information, insider knowledge, and ongoing messages that convey genuine appreciation for their interest and support. Anything less and they feel like disconnected brand shills.

More about John:

Web site

Bio

Read John's WOMBAT presentation (PDF download)