When choosing an influencer, focus on their audience. Their followers should match your product or brand. For example, video bloggers can promote a brand by wearing its clothing. Fans may see this as a personal choice.
People often trust recommendations more than direct advertising. For example, they may trust reviews, expert opinions, or social media comments. Therefore, the customer may feel that the buying decision is their own idea.
Channels and Instruments of Influence:
Today, brands connect with audiences through many channels. These include the internet, mass media, outdoor media, and printed materials. For example, outdoor media can include billboards, shop windows, doors, and public spaces. Also, online channels include social media, blogs, forums, and video platforms.
So what are the tools for conducting undercover online marketing?
Comments and Feedback
First, comments and feedback are common tools for online promotion. These comments can appear as word-of-mouth, blog comments, forum posts, or social media discussions. Many customers read reviews before buying a product. Therefore, honest feedback can influence public opinion and highlight key product details.
Photo and Video Reviews
Secondly, photo and video reviews can clearly explain a product. A good review shows how the product works. It also explains the benefits simply. However, the review should stay balanced. It should also mention small drawbacks when needed.
Influencers and Thought Leaders
Thirdly, influencers and thought leaders can help promote a brand. If a trusted person shares your product, their audience may pay attention. For example, an expert, blogger, or celebrity can introduce your brand to the right audience. Also, people often trust their opinions.
When selecting an influencer, it’s important to find the right one depending on the interests of their audience. A good example is video bloggers. How do they promote something? For starters, they can be wearing clothing from a specific brand (and fans believe it’s their idol’s personal choice).
Also, certain products may appear naturally in their videos. This works like product placement in films. In some cases, influencers mention products directly. For example, they may show what is in their bag, fridge, or makeup kit.
Emotions and Product Placement
Brands also use emotions and associations in creative promotions. They often use this method in product placement and outdoor advertising. For example, a movie may show a car driving fast off-road. The viewer may connect that car with power, speed, and reliability. If the content is interesting, people usually do not feel annoyed by brand mentions.
Example of Guerrilla Marketing
Arby’s restaurant chain gives a good example of undercover marketing. During the Grammy Awards ceremony, singer Pharrell Williams wore a hat that resembled the Arby’s logo.
Arby’s quickly posted a smart tweet: “Hey Pharrell, can we have our hat back?” They also used popular Grammy-related hashtags. As a result, the tweet received more than 75,000 retweets. According to experts, this action yielded a result comparable to that of a campaign worth several hundred thousand dollars.
Finally, guerrilla marketing can help brands gain attention quickly. It can also generate interest, spark conversations, and drive sales.
