Engage Influencers: Developing an Effective Outreach Strategy
This chapter opens with the story of how the American pasta sauce brand Ragu failed to engage a Category Influencer which led to a series of negative blog posts and bad press. The chapter answers important questions brands need to ask about their influencer outreach strategy: Does the brand intend to pay influencers? Will the brand–influencer relationship be one-off or ongoing? Who will contact the influencer on behalf of the brand? What message and channel is most appropriate for the initial outreach? It offers readers a step-by-step influencer outreach approach including templates that marketers can begin using right away.