16 February 2011 5 Comments

should brands take influencers’ relations serious?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

I have noticed that change is very difficult for human. Everyone says they are opened to change while in reality they will keep postponing what needs to be done. Clear understanding of brand’s environment with keen eyes on the changes that are going on are vital keys. That is if brand will continue to be relevant and build enviable equity. Despite the increase awareness and usage of web 2.0 properties and the rise of ‘big mouths’, many brands still maintain the status qou and spend a lot of fund on their brand communications and marketing exercise.Brand influencers

Interestingly there is always a better way to go. It may be true to say that despite the proliferation of social tools, old methods of transaction may still be applicable. But the combination of the two are showing positive signs of better results than holding tight to old ways of doing stuff. No one needs long tutorials to understand that the noise level is high.  But the point here is, despite the noise, building strong ties with influencers will help alleviate lots of attendant wastages associated with brand communications, awareness, sales, marketing and helpful relationship building.

Brand custodians need to note that there is limit to which their big budget can go if they try to do it alone. An African adage puts it succinctly ‘it is the use of all the fingers that one uses to beat his chest. The concluding part of that adage says a single hand may not be able to carry heavy load to the head’. Any organization that is resisting the use of social media today will soon discover its cost is getting higher while others are reducing cost at long run.  It is no longer fashionable to stay idle and pump investors’ money in the drain.

 Around the world, unofficial corporate bloggers, community and forum leaders are now encouraged to spread the words about any brand they care for. Brands like Starbucks and coca-cola had benefitted from influencers who are majorly fans and users of the brands. These so called influencers had helped in building stronger ties with the brands than and solo efforts put in place by the brand custodians.

In the light of the above, let me outline few points why your brand must take influencer relations serious.

Increase visibility: most influencers help crease untold awareness for the brands in their lives. Some influencers had influenced their followers to tattoo the brand’s logo on their bodies. A group of coca-cola fans started a Facebook fan page that pulled together about four hundred followers who help spread the word.

Brand promotion: influencers usually promote what they believe in. Most influencers commit so much energy into it that they often become popular than official online activities. I understand this site has gained world wide rave.

Credibility building: Nothing sells than when a satisfied customer pushes your message. A church in Nigeria uses this slogan- our greatest advertisement is the testimonies of changed life. What wisdom?brand's visibility

Word of mouth advertising: Influencers also help spread the word at no cost

Helps reduce cost of customer acquisition and solves customer complaint: great influencers have cult of followers. Their community members often help one another to solve service related issues that your brand could have incurred.  What am i missing? Can you please add up by using the comment section.

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