Influencers—consumers who have become experts in a certain field that have many social media followers—are not business people, so may not follow standard operating procedures (SOPs), but that doesn’t mean they don’t mean business. Brands that use influencers to boost their products need to ensure that contracts are signed and claims follow FTC rules, according to Lindsey Carnett, CEO and president, Marketing Maven Public Relations. In this podcast, Carnett and Sandy Almendarez discuss the navigation of this new type of endorser, including:
- How brands can determine the right influencers for their target demographics
- Once they’ve found an influencer, how brands can approach them and what should be included in the agreement
- How a brand can determine its getting a beneficial ROI from working with influencers?
Carnett will be speaking at the SupplySide West workshop, “How Millennials Are Transforming Modern Marketing” on Tuesday, September 26 at 9 a.m. to noon. Visit supplysideshow.com for more information, and to get registered.