The marketing world has realized the power of social media heavyweights.
In the right situations, they can lead to increased
brand awareness and significant sales, but some companies have become overindulgent,
showering social media influencers with attention, perks, money and
gifts—sometimes far exceeding the value those influencers provide.
Marketers want influencers to enjoy the best possible experience in hopes
of generating positive coverage, but these efforts can quickly spin out of
I work in the hotel industry, which has always rolled out the red carpet
for VIP customers.
Some hoteliers have started to shower influencers with luxuries:
personalized dinner menus, helicopter tours and monogrammed robes. It’s a
It’s easy to see how loyal customers might be put off when they see posts
from influencers who have enjoyed these extravagant experiences.
Influencer partnerships designed to attract new customers can inadvertently sour your company’s
Take a strategic approach and choose your influencers carefully to help
generate interest without going overboard.
One way to avoid offending your clientele is to provide influencers only
with those products, experiences and activities that other customers can
Yes, you want to put your best foot forward with your social media
influencers, but paying customers won’t appreciate social media posts about
goods or services they can’t have.
It’s also important to remember the difficulty of
qualifying relationships with influencers. You could net 100,000 “likes” from a social media
influencer’s GoPro video of your zip-line tour, but that flood of social
activity might not spur any revenue for your company.
There’s a difference between building awareness of your business and
enticing prospects to become customers. There’s also no guarantee that any
content created through these partnerships will meet your needs.
You probably wouldn’t want to hire an influencer who specializes in food to
help promote your upcoming film. Unless food is a significant …read more
Via:: PR Daily