If you are in marketing you used to identify opportunities to accelerate the promotion of your product by booking bill-boards, radio, TV and so on – now it’s a case of identifying well connected individuals or brand aligned businesses that with one status update can spread the word. But of course buying their time is crass and easily seen through – so is the only way forward to monitor their conversations and open dialogue when the relevant topic is discussed? Or maybe if you are a clever, quick thinking individual drop in a challenging yet humorous anecdote and build a rapport that will provide opportunity further down the line?
There are many tacks to take but this one is proving a very effective way of building brand awareness with an engaged audience.
Ms. Guinness is an appropriate influencer for my generation with an interest in the avant garde side of UK fashion – a very specific market; who have you identified?