Reach or Trust?

What's running through your head when you’re signing off on your latest “influencer” activity?

Are you shooting for maximum reach or ultimate trust?

If you’re trying to actually influence consumer behaviours and purchase decisions, then there’s something you MUST know! Before we get into it, it's important to clarify that this information is not based on my opinion, or the assumption of another industry expert. It is an unavoidable, indisputable fact - with all the data required to back it up.

Honest answers, straight from the source…

We asked 10,000 UK consumers what impacts their purchase decisions more: social media content and recommendations from friends & family or from influencers & celebrities.

Firstly, a tiny minority (<1%) claimed to NOT be influenced by either of these two factors. The remaining answers were very unevenly split, creating a rather obvious and immediately actionable insight for most marketeers, brand managers and entrepreneurs heading into an action-packed 2020.

A stat you can't ignore...

93% said their purchase decisions were influenced more by friends and family. 🎯

No surprise for those of us who read the Nielsen advertising report a few years back that concluded
“92 percent of consumers around the world trust earned media, such as recommendations from friends and family, above ALL other forms of advertising."

If you're still not convinced, Campaign Live documented their own findings with a quick round up on "how to influence consumers in a much more credible, relatable and engaging way."

Start with the
right audience...

Start with the right audience...

It's really quite simple. Next level targeting creates next level results. Data-driven sampling tends to focus on the efficiency of the distribution as opposed to just the volume of distribution.

To do this, you'll go far beyond targeting just the basic demographics of consumers - considering lifestyle choices, attitudes, behaviours, shopping habits and even specific likes or needs to ensure you activate the audience who are most likely to become loyal, new customers.

Food for thought…

If the evidence is so strong, why are so many brands still throwing a good chunk of their budget at influencer activities? Have we lost sight of the importance of trust in our marketing mix, in exchange for what is, in most cases, the meer vanity metric of reach?

Why are some brands still so fixated in reaching more consumers, when the impact and authenticity of the message being carried to them (and often the brands credibility itself) is at stake?

Perhaps in a world full of fake news, #ad and a constant barrage of almost spy-like display advertising (you know when you get served an ad about the thing you were literally just talking about it), It’s time for trust and authenticity to take centre stage!

The simple fact is...

People trust people, and peer to peer is THE most effective means of influencing consumer purchase decisions. That's a cold, hard fact!

Turns out facilitating authentic word-of-mouth and trusted recommendation isn’t all that hard, and you CAN do it at serious scale too! So, you might not need to completely sacrifice that beloved reach metric after-all!

Start with one simple realisation… Engaging the right consumer with a memorable, educational product or brand experience is extremely powerful!

Why? Well, because it naturally creates authentic advocacy, which in turn, drives POWERFUL and genuine user-generated content (earned media) - both online and offline.

Surprise and delight,
delivered safely in-home.

Memorable, educational brand
experiences, sent straight to the
homes of your ideal target consumers.

"It's not rocket science, it's data science. When you reach the right consumer, in-home, with the right experience, you significantly increase the odds of producing the right results."

"It's not rocket science, it's data science. When you reach the right consumer, in-home, with the right experience, you significantly increase the odds of producing the right results."

Alex Barron

Founder and CEO

From startups to challengers to market leading brands...

We support all brands and categories.
Before, during and after launch.

We support all brands and categories. Before, during and after launch.

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