THE INFLUENCER ABC: AUDIENCE, BRAND-FIT,

CONTENT.
Marcel Heinrich | Senior Influencer Marketing Manager DACH
 INFLUENCER MARKETING’s ROLE IN THE SALES FUNNEL
THE THREE CCC’s

CUSTOMER. CONTENT CREATOR. COMPANY.

Needs to be educated and
introduced to the foodspring
product portfolio. Seeking
guidance, inspiration,
motivation and identification.
Connects the customer with
foodspring (digital WoM)
• Humanizes
• Sympathizes
• Entertains / Surprises (Storytelling)
Utilizes existing influencer
content in order to:
• Drive Sales
• Foster Brand Advocacy
• Push Digital Advertising

#Anna. #Influencer. #foodspring.

ALWAYS SCAN INFLUENCER BEFORE SIGNING A CONTRACT

AUDIENCE
• Are the followers real?
• Do they match your audience profile?
• Is your product relevant for their audience?

BRAND-FIT
• Does their tone match yours? Look and feel?
• Would any of your current customers be offended or put off by this influencer?
• Have they worked with your competitors in the past or mentioned competitors in an unpaid context?

CONTENT
• Quality of content?
• Diversity of channels?
• Possibility to repurpose content?

AUTHENTICITY | BALANCE | CREDIBILITY

• Give the influencer creative freedom to drive content and storytelling
• Ensure the influencer is transparent that the content is sponsored
• Familiarize the influencer with your product and brand
ALWAYS SCAN INFLUENCER BEFORE SIGNING A CONTRACT

AUDIENCE
• Are the followers real?
• Do they meet your audience profile?
• Does your product make sense for their audience?

BRAND-FIT
• Does their tone match yours? Look and feel?
• Would any of your current customers be offended or put off by this influencer?
• Have they worked with your competitors in the past or mentioned competitors in an unpaid context?

CONTENT
• Quality of content?
• Diversity of channels?
• Possibility to repurpose content?

AUTHENTICITY | BALANCE | CREDIBILITY

• Give the influencer creative freedom to drive content and storytelling
• Ensure the influencer is transparent that the content is sponsored
• Familiarize the influencer with your product and brand
ALWAYS SCAN INFLUENCER BEFORE SIGNING A CONTRACT

AUDIENCE
• Are the followers real?
• Do they meet your audience profile?
• Does your product make sense for their audience?

BRAND-FIT
• Does their tone match yours? Look and feel?
• Would any of your current customers be offended or put off by this influencer?
• Have they worked with your competitors in the past or mentioned competitors in an unpaid context?

CONTENT
• Quality of content?
• Diversity of channels?
• Possibility to repurpose content?

AUTHENTICITY | BALANCE | CREDIBILITY

• Give the influencer creative freedom to drive content and storytelling
• Ensure the influencer is transparent that the content is sponsored
• Familiarize the influencer with your product and brand
ALWAYS SCAN INFLUENCER BEFORE SIGNING A CONTRACT

AUDIENCE
• Are the followers real?
• Do they meet your audience profile?
• Does your product make sense for their audience?

BRAND-FIT
• Does their tone match yours? Look and feel?
• Would any of your current customers be offended or put off by this influencer?
• Have they worked with your competitors in the past or mentioned competitors in an unpaid context?

CONTENT
• Quality of content?
• Diversity of channels?
• Possibility to repurpose content?

AUTHENTICITY | BALANCE | CREDIBILITY

• Give the influencer creative freedom to drive content and storytelling
• Ensure the influencer is transparent that the content is sponsored
• Familiarize the influencer with your product and brand
 DATA-DRIVEN INFLUENCER MARKETING APPROACH

QUANTITATIVE ANALYSIS
• Orders
MONITOR • Revenue
• Costs
• Consistently evaluate and determine
• CPO
potential, and continue to question
• AVG % First Order
the cooperation
• AVG Order Value
(exit | on-hold | continue)
• ROI
• Country Spillover

QUALITATIVE ANALYSIS
• Customer Feedback
• Content
• Engagement
BASKET ANALYSIS
• Tailored content / feedback for the influencer
• Optimizing storytelling, relevance and
engagement on the influencer profile
• Increasing efficiency and effectiveness overall
 +317% Growth
+139% Growth

+152% Growth

Revenue ROI Orders

H1 2018 vs. H1 2019 H1 2018 vs. H1 2019 H1 2018 vs. H1 2019
Influencer DACH Market Influencer DACH Market Influencer DACH Market
 KEY TAKE-AWAYS

1
• Goals
Strategy 2
Vertical:
ABC
•
3 Tracking
Quantitative analysis
• Sales • Audience • Qualitative analysis
• Branding • Brand-Fit • Basket analysis
• Awareness • Content • Monitor

Horizontal:
Authenticity | Balance | Credibility
THANK YOU
Marcel Heinrich| marcel.heinrich@foodspring.com