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Influencing the Influencers

Written by Brent Barksdale, Partner

At Go BIG Media we are hyper-focused on targeting and data to help our clients reach their objectives. In the world of advertising, using influencers and well-known people to relay and market your message can be a big part of a company's successful advertising strategy.

We take advertising strategies a step further. Have you ever thought, “who is influencing the influencers?” Certain people hold high positions and influence big decisions and policy changes. It only makes sense to directly influence those influencers.

Instead of spending tens of thousands of dollars to reach tens of thousands of targets, we focus on directly impacting an influencer’s thinking and actions by digitally engaging their most trusted contacts.

What does this all mean? Let’s take for example the Build Back Better bill debate on Capitol Hill and two Senators who have been pivotal in those discussions - Joe Manchin and Kyrsten Sinema. It’s no secret that countless interest groups have been trying to persuade these Senators to oppose or support specific items in the far-reaching bill.

This is why our advertising targeting strategy has been focused not only on reaching those Senators directly, but also reaching the 1,500 to 2,000 individuals who are in their immediate sphere of influence. This equates to executing custom research to determine the political, administrative, corporate, and government influencers who have direct connections with Senators Manchin and Sinema.

Upon executing our client’s ad campaigns, we immediately observe individuals within our influencer audience engaging with the ads. With Senator Manchin for example, we observed donors, former classmates, and local economic development leaders all engaging directly with the ads. Outside of traditional metrics such as measuring reach and frequency, these explicit actions proved the effectiveness of this targeting strategy.

By staying laser-focused on influencing the audience that influences our high-value targets we can effect change in a cost-efficient and effective manner.

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