My other tip for fellow C-level executives is pretty basic: Learn to let go of perfection and delegate. This lets me control how I utilize my moods instead of letting my moods control me. Then I can knock out most of my task list in one energized sprint session. So instead of celebrating my “win” by relaxing, I utilize that time to continue working. When I get great feedback from a client or I close an important deal, I feel energized. I try to get a lot done when the “let’s get it done!” energy hits me.Ī lot of what I do is growing business relationships and closing deals. The biggest factor that impacts how productive I am is my mood, along with the setting around me. Which trusted role model helped you make your last decision?įorbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies.People are super careful with what they say when they know they are being recorded. If you’re honest with yourself, you probably have seen it in your own life. While it can sometimes be a lot to accept, once you look around you through this lens of mimetic desire, you’ll start to recognize it everywhere. ![]() Try to collaborate on how to talk about the product and don’t limit them to your brand’s talking points.ĭo their other sponsorships look like infomercials or like honest product reviews? We’ve seen over and over that campaigns that look more like a satisfied review from a real customer consistently perform better for brands. Look for brand advocates, not brand parrots.Īpproach a relationship with an influencer like a partnership.Meanwhile, loyalty, while more intangible, is often a good indicator that they are a strong role model for their niche. Know that a loyal audience trumps a large audience.ĭo they have a large audience but only a handful of them engage with each post? That’s evidence of a disengaged audience that won’t drive results.The sincerity and authenticity of creators that are passionate about their topic are infectious and can translate well to brand sponsorships with the right brands. Here are some of the key lessons you can take away from this:ĭoes a creator act like they’re more interested in building or monetizing their audience than in providing value to their audience? If so, run away as fast as you can. So, how do you apply all of this to your influencer marketing? If you want to bring about a mindset shift that will help a larger audience understand their need for your solution, using an influencer is often one of the most effective ways you can do that. This is the power of influencer marketing. The more influential and relevant the role model, the more quickly they will begin impacting social norms. ![]() In fact, is it any surprise that one of the most successful campaigns from one of the largest and most successful brands out there deliberately bound their brand to the “crazy ones, the misfits, the rebels” (Apple’s iconic ’97 commercial)? At the end of the day, we seek out role models that will help us feel at home with others that share a unique behavior with us. Ironically, we like to buy into communities that promise to make us different, but our actions suggest that this isn’t actually what occurs. Influencer marketing works because we naturally want to organize ourselves into groups that make us feel safe and normal within them. You know what I mean? It’s that emotional promise you feel- If only I had those Air Jordans, then I’d really become a better basketball player. We begin to associate that brand with an identity we desire. When any creator associates themselves with a brand, psychology tells us that it forms an unspoken promise in our minds. Ironically, it’s the creators that care more about their passion and audience than about “being a creator” that end up most successful. This is often why we advise creators to not pursue being a creator for its own sake, but as a means to advocate for something they are truly passionate about. It may work in the short term, but it makes for a less loyal audience. In contrast, when a role model sticks to thin and superficial desires-like wanting more followers or to make money for the sake of their own personal wealth-it forms a weaker bond between the role model and their imitators. ![]() ![]() And what evokes their trust? In our experience, it’s actually being more transparent with some of those deep desires.įor example, when trusted role models are open about wanting to chase their dreams or provide for their family, they are highlighting substantive, meaningful desires, which in turn humanizes them and makes them relatable to their audience. A trusted role model that is most relevant to the audience is key. Now the next question that someone will inevitably ask is: “Will this work for anything or any role model?” The answer is no.
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