Briefing by American Express
May/June 2007

To capitalize on the power of word of mouth, marketers are increasingly trying to connect with those individuals who influence the opinions of many. These Influentials spend more time connected than average - using e-mail, blogging, cell phones, etc. - but traditional “offline” channels still account for 90% of their conversations, according to a recent study by The Keller Fay Group. Face-to-face interactions are the most prevalent (72%), followed by telephone (17%). Their research also indicates that more than half of word-of-mouth conversations take place outside the home, in social settings — a huge advantage for restaurants over other products and services competing for the attention of Influentials. And because almost 80% of their opinions are based on personal experience, the study points to the importance of getting Influentials in the door and/or cultivating existing customers who fall in this category. “Once restaurateurs identify their most powerful customers, they should focus on drawing them into their restaurants and keeping them coming back,” says Ed Keller, co-author, “The Influentials” and ceo, The Keller Fay Group. His research shows that they are among the most active in their communities, and that family and children’s causes are as important to them as is the environment. “Connect with them through these activities — by having a presence at select tasting events; inviting local officials to dinner after a meeting; offering a space for a PTA committee meeting; donating dinners to their charities, etc.”, he advises.

Another important factor, says Ed, is that unlike mainstream consumers, these influential consumers are still open to marketing messages. Their conversations are far more likely to mention marketing and medial; they are quite receptive to all forms of information and communication.  “It has to be relevant and valid — and they’ll filter it — but getting good information is key to their decision-making process, so these consumers tend to be where the information is.”  He advises that businesses should find out the kinds of publications they read, the radio stations they listen to, the Web sites they frequent (which play a large part in where they get information), and focus on getting their attention through those channels.  Tom Eiland, team leader, me2you marketing, agrees.  “Don’t overlook the role of traditional public relations and advertising.  Influentials might well read an article about your restaurant in a city magazine or special interest publication and then network with their friends about you.  Put your message where they are, and they will find you,” says Tom.