Often it is seemingly impossible to find the right words to relay to customers that will please each and every one. That said, it’s even more difficult to find the right words to say when you don’t completely understand their language, slang or customs.
Over the years, many brands have tried to penetrate foreign and niche markets alike, only to discover that the wording, messages or tone were interpreted quite differently from what was originally intended. At times this has produced laugh-out-loud results, although most scenarios were unfavorable for the brand in question.
Influence Marketing is taking the world by storm, and it is easy with Influence Marketing campaigns to take the cross-cultural, niche market world by storm as well. One does not need to create an entire campaign for each language, subculture or target market. Instead, you can simply partner with influencers who are already reaching your desired niche market; sub-culture of Hassidic hipsters, Spanish-speaking surfers, or vegan CrossFitters.
Niche Audiences Have Always Been Tricky to Penetrate
As some online communities continue to expand, others are growing smaller and more niche as bloggers, reporters and other influencers attract select consumers away from mainstream sites. This makes marketing to niche consumers difficult, since many seldom stray from their favorite sites. Influencer have changed the marketing landscape, and as a result, broken into niche markets. Now it is easier than ever for brands to target niche audiences by forming relationships with leaders in targeted, focused communities.
Take the cosmetic industry as an example. This industry has seen a decline in sales over the past few years due to ‘real beauty’ social awareness campaigns that have encouraged many consumers to avoid mainstream cosmetics. This, in turn, created a new, nearly impossible-to-penetrate niche for cosmetics marketers. In welcome the cosmetic influencers. With influencers taking center stage in our modern online social media landscape, opportunities are arising for brands to connect with customers who have burrowed themselves within these niche arenas.
Michelle Phan is a video blogger who has amassed over 6 million followers, most of whom trust her advice on cosmetics. Why is this so? It is Phan’s personality, charisma and authentic insights about products that have afforded her credibility in the eyes of consumers and fans, “More important than her follower count is the personal brand she has been able to build.” Individuals with such je ne sais quoi are the ones to seek as influencer partners, given their massive influence over the buying behavior of their uber niche audiences.
Reaching Modern Teens Who Avoid Mainstream Media
It’s no secret that influence marketing campaigns are rapidly gaining popularity, but many people are still confused as to why this is happening. As advertising grows increasingly cluttered, more consumers seek out entertainment that offers reduced or minimal advertising. Sites like YouTube understood this from the early stages and offered viewers the option to skip advertisements after a few seconds. This afforded viewers the comfort of not having to watch adverts that don’t pertain to their interests, while gaining maximum content viewing and mitigating consumer loss.
Even more appealing to online users are add-ons and extensions like AdBlocker and Ghostery, which are able to completely disable these adverts. Influence Marketing is the single best work-around for brands seeking to avoid ad blockers. Instead of having dedicated timeframes for advertisements or promotions, brands can now partner with influencers to spread brand communications.
According to a survey conducted by Variety with 1,500 teenagers between ages 13-17, “Teens’ emotional attachment to YouTube stars is as much as seven times greater than that toward a traditional celebrity; and YouTube stars are perceived as 17 times more engaging, and 11 times more extraordinary, than mainstream stars.” This makes online influencers more powerful than top celebrities in terms of being capable of influencing buying behavior. In addition, the candid, human natures of these online stars are more believable when compared to paid actors.
Crossing Borders and Reaching Foreign Consumers
Reaching foreign customers has always been a difficult challenge for many modern brands. This is why brands choose to invest in influence marketing campaigns that enlists the help of foreign online community leaders and social media influencers. By partnering with an influencer with a large cross-cultural, global following (perhaps in a particular country or location), brands can ensure that messages are communicated clearly, and in a way that local followers can understand and benefit from.
A prime example of innocent foreign advertising gone wrong is an Influence Marketing campaign held by Coors. The Coors slogan “Turn it loose” was (mis)interpreted in Spanish as the common saying, which exact translation is “Suffer from diarrhea”. Although the intent was not to promote diarrhea and was not malicious on Coors’ end, a simple lack of local knowledge caused the brand to endure an embarrassing, and difficult, entry into the Spanish market.
Influence marketing campaigns are the ideal solution for bringing your brand into the living spaces of foreign consumers and niche target market segments like teens and tweens. Not only is it easier, more cost effective and more efficient than many other marketing vehicle, it also ensures that you reach the particular target market segments who are eager to invest in your products or services.