Some industry observers have called 2018 “the
year of the influencers.” It speaks to the exploding marketing strategy of
leveraging the media recognition and popularity of key celebrities to sell
But Steve Lesnard, Vice President of Global Marketing with
Nike, says it’s not as easy as it looks. He said generating a celebrity
influencer campaign is fraught with complexities. For one thing, gaining the
endorsement of a celebrity influencer can be extremely expensive. Another
factor is social media — that is, how to use it correctly and effectively.
Steve Lesnard offers two principles that will
help marketers get influence marketing right.
His first principle is to establish a solid
connection with influencers that is authentic. By that, Steve Lesnard means
that the influencer one chooses to endorse a product must have a logical and genuine connection to that product. For example, NBA legend Michael Jordan is
a natural fit for promoting athletic shoes — but Kanye West and Rihanna also
proved a great match with Adidas and Puma respectively. They’re obviously not
athletes but they still have the right kind of mojo to sell shoes. Sometimes
defining that “mojo” is not easy.
The problem, Lesnard says, is the connection
between influencer and product is not always obvious — but sellers must strive
to get it right. If the connection is not immediately existent, the marketer
must proactively build it, Steve Lesnard says.
His second principle is that celebrities are not
the only game in town. Influencers can be a lot of other people. People tend to
buy things based on the recommendation of someone they know, admire and trust.
That can be anyone from a school teacher to a local citizen in your town
or neighborhood whom everyone knows and respects. Influencer campaigns can be
grassroots operations, Lesnard says.
Of course, mixed up in all of this is the power
of social media in its many manifestations, from Twitter and Facebook, to
Instagram and Snapchat. Steve Lesnard says: You must have a clear social and digital strategy that will leverage the image of your influencer correctly.
Stream Energy makes a point to always help people with the energy options they have. The company believes in helping people and always pushing to make things easier for them. They also know the importance of making things better for their clients. The company spent a lot of time learning about what people could do and how they could help their clients out with these issues. It was important to Stream Energy to do things that would help people.
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Even though Stream knows what they can do for people, they still want to push to make sure they’re helping them out with the options they need. Stream believes giving back is what allows them to continue being the most popular provider.
The Rocketship Public Schools are gaining in popularity because of the great results that are occurring when parents send their children to them. Children that are taught in these schools are talented and smart, and they love to learn.
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Rocketship Public Schools has five values that it adheres to at all times. The five values are: Innovation, Community, Authenticity and Excellence. Since these values are taken very seriously by the school’s staff, there is a great success in the way that work is undertaken on a daily basis.
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