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Deciding whether the program is intended to build awareness, conversion or positioning.
Road2Retail podcast
Alexis Paige — Associate Social Media Director at Pathfinders Advertising
Alexis Paige of Pathfinders Advertising explains how an emerging brand can plan an influencer program. She discusses defining the objective, finding a suitable creator and deciding how to collaborate, compensate and evaluate the relationship, whether the aim is awareness, sales or a change in positioning.
Guest
Alexis PaigeAssociate Social Media DirectorPathfinders Advertising
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Watch on YouTubeAbout this episode
Alexis Paige, Associate Social Media Director at Pathfinders Advertising, discusses the decisions behind working with influencers. Before choosing a creator, a brand needs to establish what the program is meant to accomplish. The interview considers goals such as building awareness, encouraging conversion or changing how consumers see a brand.
Alexis then examines how to identify an influencer who fits that purpose and how to manage the relationship. The conversation includes collaboration, compensation and evaluating the program’s impact. It gives emerging brands a way to think through the work involved in an influencer partnership, beginning with the objective rather than a rush to find someone to promote the product.
Topics covered
Finding a suitable influencer
Evaluating creators against the purpose of the program.
Managing the relationship
Planning collaboration and compensation with an influencer.
Measuring impact
Assessing the program against the goals established at the start.
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