We always about what is the right strategy for influencer
marketing and how an influencer has to be chosen to get the maximum amount of
benefits. But not every time things go as planned. Some times what we perceive
is not consumed by the customers. That’s when we realize that our step to
choose an influencer or the strategy to project our brand has gone wrong. This
is when we need to go back to the blackboard and start from the scrap with a
new strategy and new ideas. Not necessarily we need a new influencer but some
situations may force us to change the influencer. Strategies can be made again
with new methods of brand projection, but when influencer choosing has gone
wrong that invites a great deal of trouble. This article is more about how to
not fall for wrong influencers.
Keep in mind that changing influencer has merits as well as demerits.
The influencer who was previously appointed has already created an impression
among the customers and became a face associated with your brand. Now at this
moment, the decision to change an influencer and bring in a new face will take
time to reach out to the customers and make them believe that you are the same
brand just a new face. All the potential customers who were within your reach
will be looking for the face they were familiar to. So, this is a tricky
situation and this decision has to be taken according to the situation.
We can trace many instances of when influencer marketing
actually went wrong not because of the strategy but because of choosing the
wrong influencer. For example, Windows chose Oprah Winfrey to be their
influencer marketer while rolling out Windows 8. Oprah was chosen to reach
beyond the tech-focused people and to gain loyal customers outside the bounds
of people with technical knowledge. But this effort fell flat when Oprah couldn’t
deliver the desired result or the outcome Microsoft had expected.
Another example is Pepsi. It has been clear long before that
picture is not enough because a motive is needed behind the visuals. Pepsi went
with star Kendall Jenner, she being a star could only connect to the upper-class
section of the society, failing miserably to promote the brand at the micro
level. Whereas Pepsi is a drink that has a target audience of micro level?
These two examples of failed campaign teach us a great
lesson, only showing and not addressing
will not fetch any results. Hence, what needs to be done to avoid another
such article with your brand’s example is to decide your target audience and
choose influencer accordingly. Not always choosing a big face in the market
will fetch a huge ROI.
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