LESSON 6: PICK TACTICS THAT WILL BRING ALIVE YOUR STRATEGY, DON’T PICK TACTICS BECAUSE MAGAZINES LIKE THIS ONE ARE TALKING ABOUT THEM A LOT.
For example, using a celebrity, or influencers, or KOLs (key opinion leaders) are all tactics. Variations of the same idea. You want to use the importance of individuals to bring attention to your offer. Regardless of strategy one of these tactics may play a role :
Celebrity … using really famous faces and names gets quick awareness. It’s the tactic of “attraction”. It can be used to help bring all kinds of strategies alive. It can be used in all kinds of mediums. Often you hear criticism like “yeah, but it is lazy thinking and uncreative”. Often true. Using the most famous celebrity you can afford is just dumb. Finding a celebrity that reflects what your brand stands for and can add understanding of brand values while getting attention is great. Go look at Nespresso and George Clooney, a beautiful example of a brand character being projected through a globally recognized face. Most commonly and effectively used in strategies like “Look at me” or “We have a distinct style”.
Influencers … using people who have gained influence with your key audience. We get confused by thinking “influencer” is a product of the “social media” age. Not true. Using influencers is as old as marketing ( 1,000 of years ). But what is easier now is tactically finding different influencers for each of your current and potential audiences. Again don’t think “let’s pay this one influencer a lot and we can get her half million followers”. Think “who are our different audiences, which influencers are right to talk to each audience, how can that influencer add value to our strategy?”. It is a niche tactic or series of niche tactics best used when you want to bring alive a strategy like “we get you and your interests”.
Read more at: http://ibtbd.net/lesson-6/
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.