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Maintaining relationships with influencers

Maintaining relationships with influencers

The use of influencers to support marketing strategies has become a lucrative and effective way of communicating with a brand or businesses target audience. As communications professionals, we work hard to find the right fit for our brand and agree terms, but just as important is striking the right relationship and maintaining it. Read our top tips for maintaining relationships with your influencers.

  1.  Getting the perfect match

An influencer’s following and image need to be relevant to the product, brand or business they’re being asked to promote. It’s important to strike the perfect match between individual and business to be deemed authentic, influential and reach the desired audience. There is little value in using an influencer if their following doesn’t match the demographic you’re trying to reach. Make sure you do your research, if in doubt ask them for a breakdown.

2. Give influencers creative freedom

Influencers know there following and what gets the best results. It’s important they maintain their authenticity across their social media platforms. Remember that authenticity is why you hired them in the first place. Try to avoid setting an overly structured content plan, set out clear objectives and come to an agreement on what you are trying to achieve out of each post.

3. Agree expectations

Expectations need to be agreed in full prior to the campaign launch. If a business is hoping to engage with a demographic the influencer needs to know this upfront to help tailor their posts. The more information you can give the better. Don’t forget to check social media regulations before the campaign goes live. Sponsored posts, for example, should be flagged on platforms such as Instagram with #Ad which might need to be factored into your content strategy.

4. Nurture your relationship

You work hard to find the right influencer so remember they are real people too. It’s important to ensure you nurture and respect the professional relationships you have with them. Sharing results and keeping them up to date with the progress of the campaign or simply inviting them to your brand events and launches. It’s a great way of making sure they continue to be involved in the progress of the brand or business and keeps them engaged with your company ethos and achievements.

If you would like to hear about what our Influencer PR team could do for you, then please contact a member of our award-winning public relations team today.

Will the Relentless Commercialisation of Sport Continue?

The monetisation of sport in the UK is hitting heights in 2016 that were scarcely conceivable just a few years ago.

Football has been revolutionised by the astronomical money that the Premier League TV deals have brought in. Cricket could be next, following a vote by English cricket counties that paves the way to the creation of an eight-team T20 Franchise competition that would be far more geared towards generating revenue.

The statistics are eye-watering. The summer transfer window outlay for Premier League clubs was an astounding £1.165 billion – breaking all previous records. The TV deal in place for the Premier League is worth an astonishing £10.4 billion. Manchester United recently recorded revenue of £515.3 million for 2016 – up from £395.2 million in 2015.

It seems that everyone is a winner in the world of football. Manchester United have the spending power to splash however much they want on whoever they want. Paul Pogba was signed for an incredible £89m – a world record. Pogba’s own £290,000-a-week wages make him the highest paid player in the Premier League. Even his agent, the erratic Mino Raiola, pocketed £20m from the Pogba deal alone.

Image courtesy of Carlos Chuqulllanqui on Flickr

Image courtesy of Carlos Chuqulllanqui on Flickr

The money set to change hands in cricket is dwarfed by the Premier League, with each country promised a measly £1.5 million a head in TV money – though it’s incredible to think that so much money seems a pittance. Yet consider the model that the English Cricket Board is looking to replicate – that of the Indian Premier League (IPL) and you realise the potential it has.

Cricket is the national sport of India, franchises are owned by celebrities, stadia fill out week-on-week and the biggest and best players are paid very handsomely for their participation. For this reason, it is nigh on impossible for the UK to emulate the IPL from a popularity perspective, or indeed for the money it generates.

The 2016 edition of the IPL was valued at over $4bn – a 19% jump from the previous year. Indeed, according to the Board of Control for Cricket in India, the 2015 edition of the IPL contributed $182m to the GDP of the Indian economy. This is all the more remarkable given that the IPL runs for just seven weeks.

The money available for players in endorsements is also spectacular – Indian legend MS Dhoni pulled in $23m from endorsements alone in 2016 – taking his overall yearly earnings to just shy of $30m.

Image courtesy of Windies Cricket on Flickr

Image courtesy of Windies Cricket on Flickr

If the English version of the Indian Premier League can generate anywhere near the level of interest that the IPL does (a tough task given that cricket is comparatively low down the pecking order in this country) the financial rewards for players are unprecedented. It’ll be tough, but if they get it right, sponsors will flock and with serious financial clout it could really take off.

What this all means is that there is now more riding on sport than ever before. Sport has been elevated from an entertainment and a past time to a full blown and very serious business enterprise.

Brands, marketers, influencers – everyone is going to continue to want a bigger slice of the Premier League pie and other sports are following suit.

Cricket will be particularly fascinating to observe, as the very format of the game is being changed to accommodate fans and create a more marketable brand. T20 is all about excitement and implementing a franchise system will also offer far more lucrative and enticing advertising, sponsorship and marketing opportunities. There is even talk of looking to use a major venue like the Olympic Stadium to host a match – imagine if it came off – making a success of such an event could have a seismic effect on the sport and catapult it back into the mainstream.olympic-stadium

And yet the flip side of this is the risk that is now attached to sporting ventures. There is so much money being poured into sport that a wrong slip can lead to disaster, we have seen examples of football clubs (think Leeds and Portsmouth) succumb to mismanagement of their finances. With more money changing hands than ever before, it is worth wondering considering how long it may be until such a situation arises again.

Reputations also matter more than ever before. With so much money invested in clubs and players, brands and sponsors want to know that their investment is getting the respect and return they feel it deserves. The margin for error is miniscule and the potential ramifications of any mistake are substantial.

There is more at stake for sporting brands than ever before, but what this brings is opportunity. Manchester United are evidence of how a brand alone can now pull in extraordinary revenue, regardless of on-pitch achievements. Whether it is sustainable or not in the longer term, it shows no signs of slowing down any time soon.

Facebook Competition Changes

‘Like and share’ competitions have been active on Facebook for the last couple of years but up until the past 24 hours, they were actually not allowed…

Facebook has now relaxed competition rules by allowing ‘likes’ on Facebook pages as entries to a competition, comments can also count as entries. Previously this had to be hosted in a third party app, which is an obvious barrier to entry and deters people from entering.

The recent news has caught a lot of people by surprise but at PHA digital we are thrilled with the change. Not only will this generate more entries and engagement for our clients, but it will eradicate the problem of third party apps not working on mobile, which is where more and more people are spending their time.

Missguided are quick off the mark…

 

It has been suggested that Facebook are trying to make it a lot easier for the user to engage with the material they like so that they can build up better data about individuals, helping their targeted ads.

A downside?

Now that it’s a lot easier for brands to create competitions, more people will like and share material, meaning more clogged up news feeds, leading people to possibly un-follow or at worse leave Facebook!

We’re interested to see how this pans out. Stay tuned!