Marketing Influencers

Ensuring Your Marketing Campaign is Politically Correct

Screen Shot 2018-05-02 at 11.10.51 AMMarketing is all about ensuring your target audiences successfully receive your brand’s message. So how do you ensure your message isn’t misinterpreted? How do you protect your brand from backlash in today’s highly attentive market?

Here are some of my suggestions to preserve your brand’s intended messaging:

Pay Attention to Common Sensitivities

Some examples of societal sensitivities are gender, sexual orientation, and race. Take a look at last year’s Dove ad, for instance, which many people interpreted as racist.

Before launching a marketing campaign, discuss sensitivity precautions with your marketing department or agency. Together, you may determine that setting up a focus group is in your business’s best interest. Sharing your marketing material with a controlled group of consumers is a precious form of market research. With it, you can test whether or not your messaging resonates with your target audiences. If multiple people come back with the same sensitivity concerns, you can make any necessary changes to the campaign before you go live.

Be Wary of Pop Culture References

While you may want to use current pop culture references or trends in your marketing, it’s important to know their historical background and what they really mean. Because of the rise of social media, marketing messages are more public and accessible than ever, allowing the general public and consumers to be more critical of businesses in an open forum. Not even art is exempt from political correctness, as the Art Gallery of Ontario recently acknowledged by issuing an apology for “racist costumes” at a fundraiser.

Avoid Getting Political

The reason many businesses succeed where others fail is because they learn from other businesses’ mistakes. For instance, you can learn from Pepsi’s marketing mishap last year. Marketing campaigns that choose to touch on political issues must address them with empathy and sincerity. Otherwise, your business may come across as selfish for taking advantage of a serious matter for personal gain.

Research Target Market Influencers

Where multi-billion-dollar companies use celebrity endorsements, you can use influencer marketing to maximize your audience reach. However, you must be extremely careful that the public figures that represent your brand have not been involved in past controversies. Before selecting influencers, thoroughly research what they stand for to ensure their values align with yours.

As a business owner, it is essential that you consider how every detail of your campaign could affect consumers. Even after reviewing your marketing campaign from every angle, there could be unexpected backlash. For this reason, you may want to have an action plan in place. Last month, a Starbucks PR nightmare was prevented because of the company’s swift response to rectify a racial controversy by implementing racial bias training. You could also consider hiring a community manager to advocate for your brand on social media.

For a second pair of eyes on an upcoming campaign or for further advice on how to recover from a recent backlash, contact CreativeWorks Marketing today.

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Influencer Marketing: 3 Tips For Finding The Right Influencer For You

photo-634069_1280.jpgIn my last blog I discussed if influencer marketing is right for your business. I highlighted how 94% of those who used influencer marketing believe the tactic to be effective. It appears that when an influencer speaks about a product or service it comes across as a genuine recommendation, not an ad or marketing campaign. It’s believable and people respond. So baring that in mind, I’ve outlined below my three tips for finding the right influencer for you:

  1. Look for an influencer that speaks to your audience. Social media has many of us believing that bigger is better, but this just isn’t so with influencer marketing. Sure, you want an influencer with a big following, but you’re trying to reach a targeted audience – not everyone. Is their audience relevant to your brand? An influencer that speaks to your audience will have the biggest impact on reach, engagement and the bottom line. You’re looking for quality, not quantity.
  2. Evaluate the quality of content they post. Is the content high quality? Does it reflect your brand? Would this person be a good representative of your brand? Are your values aligned? How do they communicate with their audience?
  3. Engagement is a key indicator of what type of results you can expect. How often do their followers respond, comment and share? How active is their social presence?

Influencer marketing takes time. It takes time to find the ‘right’ influencer, evaluate what the value of their content is and also what type of results you may be able to achieve when working with an influencer. Some influencers cost money and, therefore, you do need to invest the time before you decide where to invest.

There’s no doubt though that influencer marketing works, and if you are new to the game and need some help getting started contact CreativeWorks Marketing. We can harness the power of influencer marketing for your company.

Influencer Marketing: Is it Right for Your Business?

CWM Aug 1We all know that in the digital world the only thing constant is change. It seems that every day I hear about a new social media platform emerging and with it a new “superstar”. These “superstars” are not famous for anything except their ability to influence online buyers making them in some ways just as or more powerful than that of actors, actresses and athletes. They have millions of followers on various social media platforms who hang on their every word and accept what they say as gospel. Leveraging these influencers to promote your product or service can be extremely lucrative for your company, but is it right for your business? I’ve outlined below some information on influencer marketing and a few tips to get you started.

What is influencer marketing?

If you are wondering what is influencer marketing; it engages key individuals with large followings to leverage influence among their followers. In essence it’s about having a person of influence drive your brand’s message to a larger market in a way that’s perceived to be authentic and organic. As people ignore traditional ads in ever increasing numbers, the most lucrative opportunity for companies looking to drive brand awareness and sales is influencer marketing.

Does influencer marketing work?

When an influencer speaks about a product or service it comes across as a genuine recommendation, not an ad or marketing campaign. It’s believable and people respond.

  • 94% of those who used influencer marketing believe the tactic to be effective (Lingia’s State of Influencer Marketing Survey)
  • Influencer marketing’s top benefits entail creating authentic content about their brand (87%), driving engagement around their brand (77%) and driving traffic to their websites or landing pages (56%) (Lingia’s State of Influencer Marketing Survey)
  • Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising. And of those that were acquired through word-of-mouth had a 37% higher retention rate (McKinsey)
  • Twitter reports that 49% of consumers seek purchase guidance from social media influencers
  • 40% of Twitter users said they had made a purchase as a direct result of an influencer’s Tweet
  • 20% said that a Tweet from an influencer inspired them to share their own product recommendation

Now that you know what influencer marketing is and that there are solid stats to support that it does work if done properly, stay tuned until next blog when I’ll outline a few tips on how to get started.

In the meantime, if you have any questions about the power of influencer marketing contact us today!