How “Pollinators” change the marketing equation for Land Rover

Martini Media partnered with WPP’s research group, Added Value, to take a closer look at the influencer audience who comprises 25% of the population and is responsible for 70% of the spending online.

This video with an array of panelists includes Land Rover’s Communication Manager Ken Bracht.  Ken highlights the importance of luxury automotive brands reaching niche audiences through targeted marketing and why it is important to target these pollinators as part of their core media plan.  These “hyper influentials” not only become effective brand evanglists but are first in line for big-ticket items.  In the study 68% of Pollinators indicated purchase intent for luxury cars.

Technology is ubiquitous allowing marketers to effectively and effeciently reach their audience.  Brands need to be exploring ways to reach influencer audiences in social communities to improve engagement, brand awareness and lower cost per lead.  You can see how effective and measurable this channel can be for new vehicle launches.

http://vimeo.com/26596212

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