Monday, June 12, 2017


Building Brand Ambassadors –
How to Formulate an Influencer Marketing Plan

Influencer marketing is a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole.  It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers and turning them into Brand Ambassadors.

What are the key steps in the planning and implementation process?

What are the best practices for identifying, qualifying, and engaging influencers?

How is influencer marketing best measured?

brand passion.jpgSTEP 1:  Finding Brand Ambassadors  Locate the following;

  • Online word-of-mouth by influencers
  • Offline word-of-mouth by influencers (harder to measure)
  • Product educators on or offline
  • Product testing and feedback from specific groups (that can both test and gather feedback)
  • Content creation (blogging, reviews, videos)

STEP 2:  Performance
The more information your Brand Ambassadors have to share and the more interaction with the brand, the more likely they are to interact.  You want to have someone who runs the program and interacts with the Brand Ambassadors on a regular basis. Whether you choose to run this on Google + or a private Facebook group, you want to keep Brand Ambassadors informed and part of the brand family.

 

STEP 3:  Incentives
Brand Ambassadors
like being compensated in cash or gift cards. Many brand programs are based on non-monetary incentives like gear, notoriety, access to network, etc. That being said, if you are not paying your Brand Ambassadors, you really don't need to 'boot' them from the group for poor performance. Rather let them hang and keep in the loop, decide how much participation they would like to contribute, then compensate accordingly.

Text Box: Be engaged with your Brand Ambassador group regularly. And, customize incentives with a better understanding of who your Brand Ambassador’s really are and what they care about in alignment with your goals.
STEP 4:  Measurement
Track the following;

  • Interaction with brand on brand's social
  • Brand mentions on their social
  • Blogs or photos with brand featured on website
  • Referrals from social pages to your website
  • Customer mentions of learning about product through ambassador
  • Videos posted online with brand mentioned (number of views)

Be engaged with your Brand Ambassador group regularly. And, customize incentives with a better understanding of who your Brand Ambassador’s really are and what they care about in alignment with your goals.

###
Need some help building your Brand Ambassador program?  Contact Duke Marketing at info@dukemarketing.com  or  415-608-3709 www.dukemarketing.com

Tuesday, May 23, 2017






How’s it growing?


Restaurant Marketing Seasonal Strategies

Marketing seasonably celebrates eating the right things at the right time: a crisp salad when it’s hot and sunny, a wholesome vegetable soup when it’s cold; strawberries in June, Brussels sprouts in December.
Marketing seasonably means:
Better taste – top chefs agree that fresh seasonal produce is best
Better value – research has shown that a basket of fruit and vegetables bought in the summer can be as much as a third cheaper than the same basket bought out of season

Better for the planet – growing and promoting in season fruits and vegetables requires lower levels of artificial inputs than at other times of the year