This document discusses influencer marketing and how building real relationships with trusted customers can be more effective than simply paying influencers. While reach does not equal influence, influencers can act as media channels if brands empower real customers to promote their brand and support them even when that strategy does not scale. The key is developing personal relationships with consumers who are emotionally invested in the brand rather than solely financial relationships with influencers.

1. Influencers.
A wolf in sheep’s clothing.

2. A quick look into the history of influencer marketing

10. Reach ≠ Influence

12. Influencers = Media Channels

20. 95% of purchase decisions
are emotionally driven.

21. So how do you actually drive sales?

22. Real
Relationships.

23. “Lululemon doesn’t pay me to be an
ambassador, it’s not a financial relationship,
it’s much more than that.”
Daniel Cook

24. Build personal relationships with
your most trusted consumers

26. Empower real customers to
promote your brand

28. Support your customers even
when it doesn’t scale