It’s been a rough couple of years for retailers. With industry giants like Toys R Us and Nine West shutting their doors or filing for bankruptcy, marketers are feeling the pressure to create ad programs and influencer campaigns that perform. It’s not enough to be creative. They need to get consumers to click, spend, and share.
The magic ingredient to make that happen used to be low prices. Thanks to Amazon and other online retailers, it’s becoming hard to compete with a brick and mortar store. There’s only so low you can go before you have to go out of business. How is it possible for brands stay relevant in the age of Amazon Prime?
Over the last decade or so, the internet has made it incredibly easy to get information about product reviews and pricing. Consumers have become more discerning about how they spend their money. By not seeing the shifting trend in the consumer landscape towards online shopping, many brands are missing the mark.
Unfortunately, sales and free shipping aren’t always a big draw when it comes to incentivizing a customer into purchasing a product. Instead, people want their dollars to be aligned with issues that they care about.
Consumers want to know the story behind the brand before they pull out their wallets. Partnering with the right influencers can help weave meaningful storytelling into their product and brand.
I’m an influencer, but I’m also a consumer. I pay attention when I don’t see people who look like me in brand campaigns. People are not going to support a brand or company that doesn’t value them enough to include them in their marketing.
If you a brand wants to reach a diverse audience, hire diverse influencers. It’s not just about the aesthetics of the campaign. These diverse influencers are your insurance against creating activations that are unintentionally offensive because you didn’t know. Instead of making assumptions about your consumers, you’ll learn what’s important to them from the people who know it best.
Wouldn’t it be nice to not have to be concerned with all that’s going on in the world and just sell stuff? Truthfully, those days are long gone. In 2018, it’s important to a consumer to understand brand values. By aligning with influencers who have already demonstrated an active interest in various causes, adding the brand’s voice and support will help the story feel authentic rather than contrived.
This doesn’t have to be the end of retail. But it’s time to pivot.
I understand that the benefits of focusing on diversity and awareness can be hard to measure with data, but the proof is in the brands that are truly thriving. Look at Target’s inclusive marketing and Costco’s commitment to paying a living wage. That has a lot to do with their continued success.
So, the question is: are you willing to change with your consumers, or will you be the next brand that falls to their death?
Influencer Name: Brandi Jeter Riley
Blog Name: Mama Knows It All
Brandi Riley is Digital Influencer and Social Media Specialist. The founder of the Courage to Earn community for outrageously brave entrepreneurs, Brandi is known for personalized blog coaching and career development, Brandi has managed blogger outreach for hundreds of campaigns, and her door is always open to digital entrepreneurs who need a push. She lives in Northern California with her husband, 8-year-old daughter, and 1-year-old son.