The age of influence - event review
As part of our involvement within the Breadwinner Agencies network, Trinity McQueen were proud to jointly host our first event in Leeds on May 23rd on the topic of Influencer Marketing. The venue was the gorgeous Lost and Found Bar at the newly multi-million-pound renovated Leeds Club.
Over 70 attended the breakfast briefing on a subject that often causes controversy. Gareth Turner, Senior Global Brand Manager at Arla opened proceedings by talking about the importance and difficulty of measuring the ROI of all forms of marketing. As a farmer owned business, Arla are driven to maximise profitability to ensure their farmers receive as much margin as possible. It’s a quest that means Arla actively look at new marketing channels, such as influencer marketing, with an open mind but also with a need to fully evaluate the cost-benefits.
Trinity McQueen were able to shed light on some of these benefits and pitfalls with a showcase of primary research into Influencer Marketing effectiveness from a recent study carried out with consumers.
In brief the findings were:
- 1. Younger audiences respond most – no myth busting here we are afraid. There may be pockets of older audiences (e.g. DIY) but the vast market is those in the 18 – 34 age group.
- 2. This age group are particularly swayed by social media bloggers and vloggers as opposed to celebrities – they see them as highly credible, and in some cases almost like a friend; it’s this trust which means influencers can be very influential on their purchase habits.
- 3. Their perception of influence is very high – they believe they are more affected by influencer marketing than TV ads. Despite an awareness that influencers are paid to promote brands they see their recommendations as more genuine in the majority of cases.
- 4. Ironically, although influencer posts are often ‘fauxthentic’ i.e. staged, consumers still feel they are far more real than a typically air-brushed magazine or TV ad and allow the product being promoted to come across in a much more convincing, true to life way.
- 5. Once the scale of an influencer is extreme, the trust is lowered, and promoted posts are seen as standard adverts. Micro-influencers are increasingly popular because of this.
- 6. Store hauls (walk arounds) were seen as the most effective type of sponsored post. There was some discussion from the audience around this being very relatable / relevant.
The research is open to all and available here.
It was great to see such a strong showing of agency and client-side marketing and research professionals and to carry on the debate afterwards over croissants and coffee. No doubt this is only the first of many more events we will be hosting in Leeds in the future.
Let us know if you would like to receive invitations to any future events.