Taking it to the streets

It’s no secret that there has been backlash to traditional marketing methods over the past few years. And it’s not just that people are actually aware of marketing efforts now; it’s to the point where every consumer I know is trying to find ways around it. Because of this increased search for authenticity, there has also been an increase in grassroots product-based communication and word-of mouth endorsements, or, in other words… recommendations from your friends.

Companies like Yellowtail and of course, Amazon, have been smart enough to incorporate this conversational current into their websites. But what about the larger issue at hand, which is: WHO are these omnipresent product reviewers giving brands a run for their money with but a flick of the wrist? We’re acknowledging the power of word-of-mouth, giving credit to consumer-to-consumer recommendations, but what’s happening upstream? Who is throwing the babies in the water?

Queue the Influencers. If you haven’t already gathered, these are the individuals that have authority and presence within their respective social communities. Probably the most exciting element of this personality type is the basic trait that they’re very vocal with personal opinions. If you've ever made an Amazon purchase based on the ‘Customers who bought this also bought…’ section, you've experienced the Influencer phenomenon first-hand; people choose to trust certain individuals’ recommendations because the communication is rooted in a social landscape that they are either a part of, or would like to be a part of (but maybe don’t have the time or resources), and inherently trust.

So… these followers, or listeners, constitute a whopping 92% percent of the population. Which means that there are a lot of people out there receptive to interesting and relevant stories, share by the Influencers. But what makes certain brand stories resonate and others die a gory death, you query? If the person communicating the story doesn’t understand the audience, and if the story is not interesting and worth sharing—the plot will be lost, and deemed irrelevant. An outsider marketing within a community that can’t relate to what he has to say is the equivalent of a stranger knocking on apartment doors with free samples, and can be just as creepy.

Similarly, if a bombshell girl is handing out samples in a bar, she’s going to get attention, she might also get a name and address for a mailing list… but ultimately, she’s going to walk away from the consumer, without providing anything for her audience to digest and consequentially remember. This means that her relevance will not only be separate from the product she’s promoting, but, without the exchange of substantial information, it will also be fleeting.

To tie it all in…the entire philosophy of Influencer Marketing as genuine communication is shot when companies employ thousands of “stock promoters,” no matter how influential the company says they are. These are the people who like free stuff; they’re working for beer one week and razors the next. However, what you’ll end up getting is people who function exactly as they are stored; merely one of a thousand names in a database. The dirty truth is, if the brand these people are promoting doesn’t truly represent them, and if they are in fact tied into their social community, they’re going to instinctively separate the brand from their identity in social settings. This means that they’ll be ineffective Influencers. And if these people aren’t relevant within their social community, they’re not Influencers to begin with.

We want people to buy what they like. Whether it’s the 15-year old girl who loves Tab because she saw it in a picture with her mom from the 70s, or the 25-year old guy who basks in his knowledge of musical, artistic, and even brand obscurities, we know there is an audience and an identity for every brand. By tapping into this identity to work with people who are true to that brand and passionate about it, we can share the brand story in an honest and effective way, and ultimately increase brand volume.

Alright, I’m finished for now. I’ll be back with more rants soon enough, so please keep us informed of anything you’d like to hear, or any news about beverage marketing that you think is interesting….as you’ve probably picked up, we love hearing what people have to say.

-LR