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Influencer Marketing Tips and Best Practices for the Retail Industry

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At National Retail Federation's Big Show this year, our panel of experts from all sides of the retail industry (blogger, retailer and agency) share their tips for successful influencer marketing.

Publicada em: Marketing
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Influencer Marketing Tips and Best Practices for the Retail Industry

  1. 1. #BIGinfluence   AMPLIFY  YOUR  BRAND     WITH  INFLUENCER   MARKETING  
  2. 2. KRISTY  SAMMIS,  @kristysf   Clever  Girls  Founder  &  Chief  Innova8on  Officer   Moderated  a  panel  on  leveraging  Influencer  Marke8ng  for  Retail   JACLYN  RUELLE   Account  Director  PR/Social  Influence     Mullen  Lowe   www.linkedin.com/jaclynruelle   KELLY  DONLIN   Fashion  &  Lifestyle  Influencer   Sparkles  &  Shoes   @kellydonlin   #BIGinfluence   KRIS  MULKEY   Director  of  Brand  Marke8ng   PoHery  Barn   @kmulkey007   OUR  CLEVER   PANELISTS   REPRESENTED   A  360°  VIEW  OF   INFLUENCER   MARKETING:  
  3. 3. #BIGinfluence   INFLUENCER  MARKETING  IS  NOT  NEW,   IT’S  WORD  OF  MOUTH   MARKETING  ON   STEROIDS   Thanks  to  social  media,  we  now  have  the  tools  to  track  conversa8ons   about  brand  products  from  the  top  of  the  funnel  through  to  purchase.    
  4. 4. ART     &  SCIENCE   engaging  people  who  are  influen8al  online  to   share  brand  messaging  with  audiences  in  the   form  of  sponsored  content   INFLUENCER  MARKETING  IS   #BIGinfluence  
  5. 5. WORKS  “marke8ng-­‐induced  consumer-­‐to-­‐consumer  word  of  mouth  generates   more  than  twice  the  sales  of  paid  adver8sing”   SOURCE:  hHp://www.mckinsey.com/insights/marke8ng_sales/a_new_way_to_measure_word-­‐of-­‐mouth_marke8ng   INFLUENCER  MARKETING   #BIGinfluence  
  6. 6. SOLVES  OUR     BIGGEST    MARKETING  PROBLEM:   AD  FATIGUE   INFLUENCER  MARKETING   #BIGinfluence  
  7. 7. 81%  Make  purchase  decisions  based  on  friends’  social   media  posts1   43%  Of  social  media  users  buy  a  product  a9er  sharing  or   favori<ng  it  on  Facebook,  TwiAer,  or  Pinterest2   4-­‐10X  Higher  conversions  from  offers  shared  by  trusted   advocates  than  brands3   70%  Of  internet  users  want  to  learn  about  a  product  through   content  rather  than  through  tradi<onal  adver<sing.  4     1:  hHp://www.markeWorce.com/press-­‐releases/item/research-­‐social-­‐media-­‐influence/      2:  hHps://www.visioncri8cal.com/new-­‐data-­‐how-­‐social-­‐media-­‐drives-­‐purchasing/         3:  hHp://brandera8.com/the-­‐age-­‐of-­‐advocacy-­‐and-­‐influence-­‐26-­‐stats-­‐marketers-­‐should-­‐know/      4:  hHp://www.mdgadver8sing.com/blog/the-­‐shi-­‐to-­‐na8ve-­‐adver8sing-­‐in-­‐marke8ng-­‐infographic/     INFLUENCER  MARKETING   #BIGinfluence  
  8. 8. START     SMALL.  You  don’t  need  a  ton  of  money  to  get  started.   #BIGinfluence   POTTERY  BARN     ON  INFLUENCER  MARKETING:  
  9. 9. Over  the  holidays  PoHery  Barn  ran  The  12  Tradi8ons   of  Christmas.  We  worked  with  12  amazing  influencers   because  we  wanted  customers  to  be  inspired  by  real   people.  Oh  that’s  how  it  can  look  in  my  home.  My  house   can  look  just  as  beau8ful.  When  we’re  pos8ng  things   that  are  real,  people  really  respond.       These  influencer  posts  got  the  highest  engagement,   most  likes,  most  comments,  [of  the  whole  program].     The  featured  products  sold  out.   RETAIL  CASE  STUDY:   #BIGinfluence   KRIS  MULKEY   Director  of  Brand  Marke8ng,   PoHery  Barn   @kmulkey007  
  10. 10. WORDS  OF  WISDOM:   #BIGinfluence   LET   INFLUENCERS   BE  AUTHENTIC  
  11. 11. Readers  come  to  influencers  on  a   daily  basis  because  they  want  to  hear   what  the  influencers  have  to  say,  not   be  fed  a  corporate  message.     INFLUENCER  MARKETING  REMINDER:   #BIGinfluence   KELLY  DONLIN   Fashion  &  Lifestyle  Influencer,   Sparkles  &  Shoes   @kellydonlin  
  12. 12. INFLUENCER  MARKETING  HAS  ROI:   #BIGinfluence   THE  RIGHT   INFLUENCERS  CAN   DIRECTLY  IMPACT   SALES.    
  13. 13. We  gave  Fashion  and  Style  bloggers  $300  in   shopping  credit  a  month.  Yes,  there  are  a  lot  of   brands  with  big  budgets,  but  if  you  find  the  right   influencer,  a  $300  gi  card  s8ll  works.     We  used  custom  links  to  track  performance.  Our   top  influencers  generated  7.5x  her  cost  in  revenue.       RETAIL  CASE  STUDY:   #BIGinfluence   JACLYN  RUELLE   Account  Director  PR/Social   Influence,  Mullen  Lowe   www.linkedin.com/jaclynruelle  
  14. 14. #BIGinfluence   We’ve  barely  scratched  the  surface     of  what  Influencer  Marke8ng  can  do   for  retailers...or  any  B2C  business!       For  more  case  studies,  visit  www.CleverGirlsCollec8ve.com     For  the  ul8mate  guide  in  successful  Influencer  Marke8ng,     grab  a  copy  of  Influencer  Marke8ng  for  Dummies.       Or  simply  contact  any  of  us  at  info@clevergirlscollec8ve.com.     We’  love  to  chat!  

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