Building an Influencer List

Influencers – Nike plums many different worlds to keep the hits coming. Here is an interesting article in the WSL about how the CEO of Nike plums many different worlds to help in designing limited edition shoes that are designed to appeal to a (for Nike) microscopic market. These limited edition shoes often retail in the after market (think eBay) for many times the initial sales price.  These shoes are often designed by up and coming artists and sold through independent retailers as opposed to Foot Locker. And you would probably never see these on LeBron James. 


It’s an interesting idea, and one on a smaller scale that can work for a small business.  Not so much in getting custom designed products that appeal to a niche audience, but in identifying your niche audience, the taste makers for your product, the early adopters, and using them to get the word out.  Think of them as a special group to market to a special way.


First of all, create a list.  Add all of your friends and family.  Then think through your product.  Say you are a new florist in town, trying to break into a crowded market by providing unique upscale designs – not just your average Happy Birthday bouquet.  You would want to target people who a) can afford the upscale designs and b) people who would buy your designs and either display them in place with a lot of traffic or who would send them to other places.


In this case, you may want to start to comb the local paper for charity events and find out the organizers, chair people, and start marketing to them – offer to donate for the event, or if you missed it, say you would be happy to for next year.  Send a congratulations bouquet to the chairperson – these people are usually selected for their wide network of people – they are influencers.  Say someone gets a promotion and it’s in the paper – send a bouquet.  It doesn’t have to be the priciest one around, but make sure if showcase you’re unique value proposition.  And include some information on why your flowers would be great congratulations gift to someone else.


So in brief, you need to build up your circle of influence, the people you want to target with flattery, bribery and samples who will go out and tell others about your product.  Keep them happy, know them, know their interests and causes, and track your results – so they don’t just suck you dry.

Check out GirlMogul Marketing’s homepage for our marketing services and to see our work.

Building A Virtual Community on the Cheap

Interesting article about marketing on Second Life in the WSJ.  Haven’t heard about Second Life?  It’s a virtual world where you can set up a Sim (a simulation of you) and create your own world. It’s the ultimate in living out your dreams.  You can pick the way you want to look, live where you want, have a cooler job.  There is a whole economy to Second Life in which users pay real dollars to buy things from other users.  Of course you’re paying with Second Life dollars, but if someone wants to set up a clothing shop in Second Life, they can design there own clothes, stock the shop and I, in my Second Life personae can buy the clothes.  Apparently one woman is a millionaire from Second Life sales.

Pretty nifty. Huh?  Before you get any ideas I would venture to say that the millions have already been made, and that marketers who flocked to Second Life to set up virtual stores mimicking their real life goods are now retreating.  They’re investigating other virtual worlds that are more targeted to their audience or in some cases creating their own virtual worlds tied to their brand for fans.

What does this mean for you the small business owner?  Not to go setting up a virtual world, since that is cost prohibitive.  But it is thinking along those lines by looking at your current marketing efforts and seeing what you can do.  Start with your website – how can you create a virtual world for fans (customers) of your business?  Can you add more content about something relevant?  Think out of the box – if you’re a restaurant maybe you want to start a  recipe corner.  Feature a recipe from customer.  If you sell tile, maybe you want a page for all the different tile types – this doesn’t need to be hard – you should know the information or be able to get it from your manufacturer. 

Maybe you’re a local business and you would rather start a community page of news and listings about town…

More pages increases your sites “bulk” for search engines.  Fresh content will keep coming back.  Look for ways to reuse contact in an email or regular newsletter.  Even if it doesn’t get read in it’s entirety, simply seeing the From name in an inbox can be enough of a refresher. 

Welcome to GirlMogul Marketing

GirlMogul Marketing is a marketing and PR company focusing on small businesses.  We provide a full array of services including newsletter content, creation and list management and blog marketing.  We love women entrepreneurs who are just launching or want some help to take their business to the next level.


GirlMogul Marketing is born out of my experience working for a Big 4 consulting firm, in product development at a high growth tech startup and most recently, in launching the media company – GirlMoguls – encouraging designs for girls. 


I have worked at big companies, small companies and as a solo entrepreneur. I have managed teams of all sizes to ensure project success.


GirlMogul Marketing is looking for a few good clients – are you just thinking of a new idea?  Have you created a product and are now looking for help in getting the word out?  Have you spent time doing some marketing and PR but find that you can’t focus on it amid the daily grind?


Let GirlMogul help.  We can take over email marketing, or regular newsletter marketing. We can develop a personal media strategy to promote your name and your brand.  Interested in blogging and social media but don’t know where to start – we can help with the technology and content issues.


Want to find out more about our services and our introductory packages?  Check here.  Want to see examples of our work?  Check here


Keep reading for more posts on the business of being small…


Andrea Stein

Quote of the Day

“If your efforts are sometimes greeted with indifference, don’t lose heart.  The sun puts on a wonderful show at daybreak, yet most of the people in the audience are sleeping”

         Ada Teixeira

Continue Reading