Industry influencers can drive users to your purchase funnel.
When the Berman Group, a NYC-based corporate communications firm, launched 51 Jay Street, a luxury condo building in the Dumbo section of Brooklyn, they had strategic goals beyond coverage in The New York Times.
“We spoke to parenting bloggers, business owners, trade publications, and then The New York Times,” says founder Sarah Berman. The goal was community acceptance so the firm eschewed a traditional top-of-the-pyramid approach where a handful of big media gatekeepers control the conversation.
The Influencer Marketing Landscape Today
There’s been influencer marketing as long as there has been PR, but traditionally, it has taken a top down approach built around elite opinion leaders. “The model now is completely different. The consumers are influencers based on the reach they have on social channels,” says Samantha Stark, Vice President, Group Manager and head of the Travel & Hospitality specialty for Ketchum.
