Enter "The Influencer"
January 17, 2012 by Barrett Davie, EVP & Founder
Over the last several years, InStadium has focused more and more research on the effectiveness of marketing programs that run in-venue. The most important aspect to the brand and agency community has been a need to deliver apples-to-apples comparisons between strong in-venue marketing results and other, more traditional media vehicles. With some of these findings now in hand and some baseline information demonstrating stronger outcomes in-venue compared to those generated by engaging consumers through other channels, the question of "why?" begins to loom larger.
We know that our team partners pride themselves on having fan bases, and more specifically, attendees, that represent a set of desirable demographics. Scarborough Research shows that these individuals index well against the general population when it comes to categories like education, household income, and a host of various consumption and spending indicators. These statistics are often used to support the value of associating with a team through a corporate partnership. However, it seems like there may, in fact, be a lot more power to unearth here by digging more deeply into how these desired consumers might also act as multipliers for brands' messaging in their communities.
Enter the "Influencer" concept. As defined by Keller & Berry in their book The Influencers, besides many of the attractive demographics found among the sports fan/attendee, influencers also exhibit other important personality markers, such as high degrees of social activism, interpersonal connectivity, and a willingness to change with the times. All of these quantitative and qualitative traits combine to create a consumer to whom others look when forming opinions of their own in immediate social or social media circles.
What does this mean for teams? While there is much work to come with our research partners when studying various "Influencer" indicators, we are already seeing 50+% higher indices when comparing the in-venue audience with general consumer audiences. As more work is done in this area, we believe results will strengthen the argument that focusing on the in-venue audience not only provides advertisers with access to a highly desirable set of consumers, but that those consumers can, in effect, become brand ambassadors or multipliers themselves if activated in the right way. Quantifying this impact may just be a gold mine for teams and brands alike! Stay tuned…
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