B2P2C – leaning on the influence of the pro
By Hugh Jordan. Influencer brands save money on marketing costs in the long-run, according to Steve McKinley, director at marcomms agency GHMC. “Every brand has an influence,” he says. “Apple, for example, has a huge influence. It need only call one press conference and the world listens. By increasing the influence a brand has, the cost to market that brand becomes cheaper.”
GHMC – formerly known as Geoff Howe Associates – uses Engagement Value Scoring (EVS) to determine the key touchpoints of consumer interaction with a brand. Those touchpoints may be call centre staff, sales teams or someone outside the company. A list of the top 25 influencers, on- and off-line, is created and GHMC sets about turning those influencers into advocates.
One technique which has arisen out of influencer marketing strategy is what the GHMC terms B2P2C – ‘Business to Professional to Consumer’.
Research shows consumers are more likely to trust the opinion of those seen as an ‘expert’, usually a professional. For expectant mothers, midwives take the role of expert. So, in addition to promoting client Cow & Gate’s baby milk direct to expectant mothers, GHMC set-up a website for midwives, providing them with information about birthing and baby milk.
“The government line is that midwives should always advocate breastfeeding – but that leaves no room for discussion,” explains McKinley. “We have a website providing midwives with the latest research and information available so they can make an informed decision.”
The B2P2C technique is one GHMC uses across a range of clients, so effective has it proven. Be it dentists for toothbrushes or golf pros for golf balls, the agency believes firmly in the power of the professional when it comes to influencing the consumer.
McKinley is quick to emphasise, however, that B2P2C is one facet of a marketing strategy aimed at influencing as many touchpoints as possible. What GHMC wants is a consistent message whenever the consumer comes into contact with the brand, be that through traditional advertising, expert advice or online forums.
“The basis is to look at the consumer, look at all the influences and pick the cost-effective ones that you can have real sway on,” he says. “You can never get them all, so you have to choose. If you create genuine brand advocates they will work for you over time. And that is the ultimate goal, to turn a brand into an influencer brand.
