Influencer Marketing
Oxford dictionary of social media(2016) defines (social influencer)As a "a key individual with an extensive who’s active role in shaping the opinions of others within some topic of areas typically through their expertise, popularity or reputation while marketing is to persuade and meet customers' needs for long period of time in order to meet the organisations goal(Skinner,Mershan&Benecke) , putting this in mind in
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| A local upcoming brand worn by local influencers |
influencer marketing simply means Marketing by collaborating with people with for more brand exposure usually people with a large following to get more sales
So it is easy to understand that if an organisation gets someone famous or a celeb to advocate for their brand or services it most likely to boost sales and build trust with the influencers audience due his/her audience already having a relationship prior to this but don't get this wrong it takes time and efforts to build a brand presence, just because an influencer is involved it doesn't mean the organisation will get instate sales on their marketing strategy but if done right an organisation can hit a 360 on their revenues and secure the influencer as housing partner to build long term familiarity with their audience.
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| Michael jordan with the nike Air jordan 1s |
Long story short Nike was doing well in athletics in terms of demand of sportwear, but it was looking to reach the basketball market place which was initially saturated by converse with more than a half market share. With only college basketball recognition Michael Jordan was not the typical influencer we will consider today due to that there was disagreement in the Nike internal affairs but persuasion from the marketing and a good deal for Michael Jordan made it easier for the relationship to be built. Let's just say because Jordan and Nike betted on each other the results showed with a remarkable 167 million dollar sale int he first year breaking their 3 million estimation. Air Jordan case study-how Nike and Michael Jordan changed the sport world found that in 1985, Nike released the first Air Jordan sneaker: the Air Jordan 1. Designed by peter Moore, the sneaker featured a bold black and red colorway that initially drew criticism from the NBA, resulting in a $5000 fine for every game Jordan wore them. This controversy ultimately generated massive media attention and increased demand for the shoe, in simple term Nike got an uprising basketball player to wear their shoe and because the player was good, he built hype for the shoe and drove in sales to the point till today Nike makes 30billion sales yearly.
The big take from this is that influencer marketing is a marketing strategy that creates conversations and most importantly resonates with targeted audiences in ways which traditional marketing didn't.
Loved how you included examples that we know and not just random examples that don’t correspond with influencer marketing but overall good read. Well done!!
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