According to Edward B. Keller author of “The Influentials,” there is a group who tells their neighbors what to buy, which politicians to support and where to vacation. Their opinions often make the difference between success and failure for ideas, marketing campaigns and entire companies.
These people are not necessarily who you would expect. They are not the wealthiest, but rather those most engaged in their communities. They not only wield an enormous amount of influence within those communities, but they also shape the opinions and trends throughout our country and world.
For over 30 years, RoperASW has tracked an elite group of Americans whose opinions and recommendations influence the buying behavior of others. Roper calls them the “Influential Americans” and although they make up only about 10 percent of the population, if your business earns their respect, they represent a powerful and free sales force.
Magazine Publishers of America says, “When your advertising effectively reaches Influentials, your message goes further. Influentials are twice as likely to be sought out for their opinions, and twice as likely to make recommendations about a host of products and services.”
Influentials are both socially and politically active, their views are seen as unbiased and they are well-informed and trusted. Because of their position in our communities, our workplaces and our society, their opinions are heard by many people and drive the decisions of many other potential customers.
For the past five decades “influentials” have been viewed as market multipliers and were the first to:
Ӣ Drive energy-efficient cars in the 1970s;
Ӣ Own computers in the 1980s;
Ӣ Open 401(k)s and IRAs in the 1990s;
Ӣ Go green; and
Ӣ Use digital technology and smartphones today.
It”™s based on a conversation: Before they buy, they talk and they listen. The Internet and the widespread use of social media has broadened the conversation, allowing people to research purchases, post questions to companies and other consumers, as well as communicate with their friends. As people are talking more among themselves and are more confident about what they hear, tuning out your advertising has become a part of daily life.
The greatest authority in the world is no longer the traditional media of television, radio or print advertising. Nor is it the newer medium of the web. Instead, individual ”“ person-to-person ”“ communication is the driving force behind most of today”™s consumer buying decisions.
RoperASW”™s research suggests that the net effect of all of the changes in recent years is a significant increase in the value of “Influential Americans.” If word of mouth is like a radio signal broadcasting over the country, the “influentials” are strategically placed transmitters that amplify the signal, increasing the number of people who hear it.
But will they transmit your marketing messages? For organizations, getting through to the “influentials” is not easy. They are among the most critical citizens and consumers in our society. They hold organizations to higher standards and are harder to persuade. They drive a harder bargain than the average individual. They see through hype more easily.
So who”™s forming your opinions? Who will form the opinions of your potential customers? Those who take the time to understand the “influentials,” the most trusted people in the marketplace, will be rewarded with current success and insights about the longer-range perspective of where we are going.
Questions for discussion:
Who among our existing customers is an “influential” and what can you learn from them that would encourage their support of your organization?
How can your existing marketing budget be directed to target “influentials” who in turn will spread the word?
Joe Murtagh is The DreamSpeaker, an international keynote speaker, meeting facilitator and business trainer. For questions or comments, Joe@TheDreamSpeaker.com, www.TheDreamSpeaker.com or call (800) 239-0058.
