Abstract
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.
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Backaler, J. (2018). Engage Influencers: Developing an Effective Outreach Strategy. In: Digital Influence. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-78396-3_8
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DOI: https://doi.org/10.1007/978-3-319-78396-3_8
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Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-78395-6
Online ISBN: 978-3-319-78396-3
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