Shana Starr07.09.15
Tapping into influencers as brand advocates when launching a new product in the beauty industry is rapidly growing as one of the most popular strategies to launch a brand to millions of active consumers. The problem with relying solely on this launch strategy is that many brands think this approach is simple, quick and easy.
The truth is that while using influencers as a path for exposure is a great way to expand a brand’s audience reach and should be factored into marketing and PR plans when a product is ready for retail, the problem is that it isn’t all that easy when done correctly. As a way to get the most out of a relationship with influencers at launch, employ these four following tactics.
The 4 Tactics
1. Target the influencers you want to partner with by making sure they identify with the qualities of the product you are launching. Don’t just go after those with lots of followers. Sometimes the biggest influencers aren’t the right ones for what you are launching. Be specific about the results your beauty product will produce and make sure those align with the person you are partnering with. Do they talk a lot about subjects that relate to what your product solves? Are they current in language and approach? Do fans trust their opinions or does everything come across as a “paid” endorsement? These are all great questions to ask when identifying the right influencer to launch your product.
2. Don’t rely solely on the influencer endorsement as your only social strategy. Make sure to add into the blogger contracts that they should videotape themselves using your product. Compile the videos and create a YouTube channel with them all. This might cost you – but is definitely worth it! Make sure that your brand is reaching out with additional tweets and pictures of the influencers and that you are cross promoting the endorsements on your website and on all social platforms. Again, take the time to make sure these messages connect with the influencer’s story and their audience. It is a waste of time and money to create marketing messages that won’t connect with what they are interested in and if it doesn’t come across organically.
3. Approach your new product launch like it is its own brand - so that the launch is well rounded to include PR, events, subscription box targets, media tours, and product photos and videos. Kick-off a product review program prior to engaging with your influencers so that if Googled, additional reviews either appear or will appear on the day of the endorsements. It is also extremely important to make sure that when you’re introducing new products you go beyond just the consumer. It is more than likely that your audience includes trade media, retailers, makeup artists, salons, skin care associations or maybe even clinicians. Make sure you are reaching out to every audience that will support wide spread awareness of your latest product!
4. Consider a coordinated flash sale or giveaway on the day of the influencer campaign. It is a great way to build buzz, connect with new consumers who love a good deal (who doesn’t?), and bring urgency to the campaign. As a way to extend your relationship with your targeted influencers, send them product for a giveaway contest for their followers. This is another tactic that will add an additional layer of promo power to your product launch.
Influencers are powerful and can have a big impact at launch, but it is important to consider all the angles and not solely rely on the influencer’s reach. By combining this suggested approach in working with them, your product will be better positioned for the attention it deserves.
About the Author:
PHOTO CREDIT: Times of Malta / Battle of the Beauty Bloggers
The truth is that while using influencers as a path for exposure is a great way to expand a brand’s audience reach and should be factored into marketing and PR plans when a product is ready for retail, the problem is that it isn’t all that easy when done correctly. As a way to get the most out of a relationship with influencers at launch, employ these four following tactics.
The 4 Tactics
1. Target the influencers you want to partner with by making sure they identify with the qualities of the product you are launching. Don’t just go after those with lots of followers. Sometimes the biggest influencers aren’t the right ones for what you are launching. Be specific about the results your beauty product will produce and make sure those align with the person you are partnering with. Do they talk a lot about subjects that relate to what your product solves? Are they current in language and approach? Do fans trust their opinions or does everything come across as a “paid” endorsement? These are all great questions to ask when identifying the right influencer to launch your product.
2. Don’t rely solely on the influencer endorsement as your only social strategy. Make sure to add into the blogger contracts that they should videotape themselves using your product. Compile the videos and create a YouTube channel with them all. This might cost you – but is definitely worth it! Make sure that your brand is reaching out with additional tweets and pictures of the influencers and that you are cross promoting the endorsements on your website and on all social platforms. Again, take the time to make sure these messages connect with the influencer’s story and their audience. It is a waste of time and money to create marketing messages that won’t connect with what they are interested in and if it doesn’t come across organically.
3. Approach your new product launch like it is its own brand - so that the launch is well rounded to include PR, events, subscription box targets, media tours, and product photos and videos. Kick-off a product review program prior to engaging with your influencers so that if Googled, additional reviews either appear or will appear on the day of the endorsements. It is also extremely important to make sure that when you’re introducing new products you go beyond just the consumer. It is more than likely that your audience includes trade media, retailers, makeup artists, salons, skin care associations or maybe even clinicians. Make sure you are reaching out to every audience that will support wide spread awareness of your latest product!
4. Consider a coordinated flash sale or giveaway on the day of the influencer campaign. It is a great way to build buzz, connect with new consumers who love a good deal (who doesn’t?), and bring urgency to the campaign. As a way to extend your relationship with your targeted influencers, send them product for a giveaway contest for their followers. This is another tactic that will add an additional layer of promo power to your product launch.
Influencers are powerful and can have a big impact at launch, but it is important to consider all the angles and not solely rely on the influencer’s reach. By combining this suggested approach in working with them, your product will be better positioned for the attention it deserves.