Influencer relations and word of mouth marketing is all about providing influential voices the opportunity to engage with and share your brand’s story. There are a handful of avenues that can be taken to identify and work with ambassadors, but owning your own marketing relationships makes activating existing (and new) brand fans quick and easy.
A few weeks back, I wrote a post highlighting the ways in which brands can maintain authenticity while recruiting influencers and developing opt-in partnership networks. Using an online sign up web form to opt-in influencers can be a lucrative way for companies of all sizes and from all industries to find voices they might not have otherwise. According to Kristen Matthews, “One of the many benefits of powering an opt-in network is that brands cut down significantly on the process of getting a new message of product promotion out. Since these influencers are already vetted as fans and as having an authentic connection to your brand- they can quickly be activated when needed.”
So who’s powering these awesome programs? Here are a few examples of companies finding success…
Nite Ize is a consumer goods brand that makes a variety of innovative outdoor products ranging from LED lights & tools to cycling and fitness to pet safety accessories. For their 2017 Nite Ize Sponsorship Program, they look for people (and dogs!) who are passionate about the outdoors and enjoy DIY projects. There are two levels of sponsorship; field team and Ambassador. Field team members represent the brand in their communities, be it attending an event or branding to their social audiences. Ambassadors are essentially the same, but but also make a living as a professional in their field of expertise and/or partner with the brand during competitions, etc.
Nutive Nature Vitality
Nutiva Nature Vitality is a health & wellness brand that has a line of coconut, hemp & chia seed, and other organic oil products. They also have a blog community called The Kitchen Table by Nutvia that offers a variety of recipes and other tips for living a clean & healthy lifestyle. As a part of their blog, they have a VIP Blogger Community that connects brand advocates that share a passion for organic, non-GMO food, environmental activism, and healthy living. To engage with their network, Nutiva will often provide exclusive deals, free product, and sneak peaks at upcoming products before they’re available in store.
Everyone’s heard of Best Buy, right? This electronics and appliance retail giant has been around forever and these days, they run a really cool blogger network. Influencers that are part of the Best Buy Blogger Network receive exciting new product release announcements and are offered various campaign partnership opportunities throughout the year.
Suja Juice offers an extensive line of non-GMO cold pressed juice products and cleansing programs. Their killer blogger rewards program allows fans with blogs or other social media communities to sign up and receive a unique banner or URL to place on their channels. From there, influencers can promote the brand and receive compensation when their followers make a purchase.
Samaritan’s Purse is an organization that has helped meet the needs of people who are victims of war, poverty, natural disasters, disease, and famine since it’s conception in 1970. They also power an opt-in blogger program directly on their website. Here, influencers can enter their information to become part of the community and interact with organizational messaging and project opportunities.
Schaaf- PartnerCentric is an agency that offers affiliate marketing program management. Everyday, Schaaf-PC connect content creators with a number of different brands from all industries. They also actively recruit affiliate partnerships using an online opt-in sign up process. Because there’s so much variance in the type of company Schaaf connects influencers with, they include a “Product Categories of Interest” and “Brands of Interest” section on their sign up form in order to match creators with programs appropriately.
Do you know of any other brands powering successful opt-in influencer programs? I would love to hear from you at firstname.lastname@example.org