Many people assume that influencer marketing is only good for online operations, which is true to an extent - it’s something you can run on social media, put money into and see instant return (think online sales), and most importantly, something you can track. But that is a myth. Influencer marketing is no longer exclusive to online campaigns
, there are many ways to drive in-person results from online measures. Retail stores can increase their foot traffic with influencer marketing by creating an online brand community and in-person business opportunity. All it takes is going local.
Whether you’re an individually-owned store in a major city or you’re one of many franchised branches all around the country, influencer marketing is one of the smartest marketing moves you can make this year. Unlike online influencer marketing campaigns, you can entice people with the opportunity for fans to meet influencers in person. By posting images or videos on social media of people shopping at your store, it gives the notion that if any regular Joe/Jane stopped by and bought a tshirt that they too could either be 1) featured on your online community or 2) get the opportunity to meet a fan favorite social media influencer.
Sounds easy, don’it?
Here a few tips to get started with your retail influencer marketing campaign:
Create a memorable bathroom experience
No, we’re not kidding.
In Toronto (aka Drake’s hometown), you can wake up every Sunday morning to at least a dozen selfies in some of the “hottest” rooms in the city’s club or restaurant - their bathroom. The memorable wallpaper in bathrooms entice just about anyone who has to use the loo while they’re there to take a picture. The Insta-friendly background makes for 1) great content for their feed and 2) gives the “cool factor” that you were at the same restaurant or bar as some of the most local Insta-famous people in the city. If you don’t believe this is a thing, there’s even a local blog about it.
Make your accessory #goals come true
What’s better than a bathroom background? Accesories in your shop. Whether you own a restaurant, bar, bakery or clothing shop - accessories are key. In San Francisco, the Mr. Holmes Bakehouse
not only has seen a major spike in customer visits after it’s Insta-famous growth, but the pictures don’t stop. Situated in a not so friendly neighborhood (it’s the Tenderloin people, there’s no nice way to say it), they continuously sell out of items daily. Like, every. Single. Day. Always. Why does it work? ‘Got Baked in San Francisco sign’ = $500, Instagram coverage and word-of-mouth referrals = priceless. These accessories - neon signs, tiled-in messages on the floor and custom packaging - give the opportunity to creative customers to produce killed content!
All it takes is a little paint
OK, we’re seriously not trying to mock some of the most creative business owners out there, but it appears the sometimes the simplest things have the biggest impact.
Take Paul Smith Design for example. The store located in West Hollywood (Melrose Place, of course) has a pink wall outside of it. Nothing out of the ordinary (you would think) but this wall has become the iconic Instagram background of people around the world. It’s even listed on top 10 Instagrammable places to visit while in California!
So, what can you learn from this? Influencers work IRL as much as they do online. The perfect practice is a campaign that hits both in one shop. Whether it be finding the local celebs with a high social following and inviting them in, or creating enough ‘coolness’ to attract them on their own - both are possible. Make your bar, restaurant, bakery or clothing shop the best version of a killer Instagram background. Whether it means planning out a corner of your shop specifically for that, or making your doors or walls a canvas for inviting photographers and content creators, it’s worth a shot to start getting creative - like, now. Millenials are increasingly on their phone everyday, all day. Consumers now head to social for their discovery and review process, so make sure you’re there, you’ve ranked well, and your reviews include the local celebrities that give your brand credit.