In a recent interview, William Panzarella, Founder/CEO of Max Martin, luxury fashion footwear handcrafted in America, proudly announced who is wearing Max Martin shoes. The list includes Taraji P. Henson of the hit show Empire, Kerry Washington of Scandal, and Kristin Chenowith, Broadway star. He noted that the Academy Awards ordered a pair of shoes for every winning and nominated actress this year. Extra TV called Max Martin “the shoes to watch.”
Based in Minneapolis, Minnesota, Max Martin completely hand crafts every pair of shoes, which makes every pair not quite the same. The company relies heavily on influencers, such as Taraji, Kerry, and Kristin, to pique interest in Max Martin’s stylish and comfortable shoes. That is why the shoes will be at the New York Fashion Week in September and then featured at Paris and India.
This reliance on influencers is typical in fashion. Likely you have heard that when Kate Middleton, Duchess of Cambridge, wears a dress it sells out quickly. Similarly, First Lady Michelle Obama leads trends with her attire and even her hair cuts. Hush Puppies footwear had a resurgence in recent years because male models wore them for fashion photo shoots. People who are interested in fashion watch celebrities for the next big look.
However, fashion is not the only business that has influencers. Whether you recognize it or not, every business’s customers have influencers. If you doubt that, try walking down the street on a warm afternoon with an ice cream cone and notice how many people suddenly get a desire to have a cone. Others see you walk by, salivate over the ice cream, and want to enjoy the same treat themselves. Influencing others about your business can be that simple.
If I owned an ice cream store, I would have someone walk down the street with a cone on warm afternoons in order to stimulate business.
While an ice cream cone influencer is quite obvious, many influencers are not. They may be family, friends, or neighbors who talk to your customers privately. You might not ever meet them, and your customer may never mention them. Very likely you could not identify them. Whether you know them or not, realize that they do exist. Know, too, that you are wise to learn more about them so that you understand the impact they are having on your customers. How do you do that?
Ask your customers.
This week's marketing trivia challenge is Who influences you? E-mail me your answer.
Based in Minneapolis, Minnesota, Max Martin completely hand crafts every pair of shoes, which makes every pair not quite the same. The company relies heavily on influencers, such as Taraji, Kerry, and Kristin, to pique interest in Max Martin’s stylish and comfortable shoes. That is why the shoes will be at the New York Fashion Week in September and then featured at Paris and India.
This reliance on influencers is typical in fashion. Likely you have heard that when Kate Middleton, Duchess of Cambridge, wears a dress it sells out quickly. Similarly, First Lady Michelle Obama leads trends with her attire and even her hair cuts. Hush Puppies footwear had a resurgence in recent years because male models wore them for fashion photo shoots. People who are interested in fashion watch celebrities for the next big look.
However, fashion is not the only business that has influencers. Whether you recognize it or not, every business’s customers have influencers. If you doubt that, try walking down the street on a warm afternoon with an ice cream cone and notice how many people suddenly get a desire to have a cone. Others see you walk by, salivate over the ice cream, and want to enjoy the same treat themselves. Influencing others about your business can be that simple.
If I owned an ice cream store, I would have someone walk down the street with a cone on warm afternoons in order to stimulate business.
While an ice cream cone influencer is quite obvious, many influencers are not. They may be family, friends, or neighbors who talk to your customers privately. You might not ever meet them, and your customer may never mention them. Very likely you could not identify them. Whether you know them or not, realize that they do exist. Know, too, that you are wise to learn more about them so that you understand the impact they are having on your customers. How do you do that?
Ask your customers.
This week's marketing trivia challenge is Who influences you? E-mail me your answer.
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