Joe Sinkwitz - Advanced Search Summit Napa 2021

A CHANNEL FOR EVERY ENTERPRISE:
INFLUENCERS ARE EVERYWHERE
JOE SINKWITZ FOUNDER & CEO

WHO AM I?
 Involved in search industry since
1997
 Founder & CEO of Intellifluence
 Have managed thousands of
clients
 I’ve been fortunate to play in all
facets of online marketing,
providing a broad perspective
 Spent too much time with the
conference founders drinking
wine
2

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It happens with all marketing channels; at a certain point, a flood of clickbait
headlines start to call for that channel’s imminent demise.
Instagram makes a change? Influencers are dead! Google updates one of their
core algorithms? SEO is dead! A paid campaign fails or underperforms? PPC is
dead!
None of these proclamations are true and are usually written by those that
aren’t practitioners. Influencer marketing won’t ever cease to be until word-
of-mouth disappears, so let your competitors fall for the misleading headlines
while you learn how enterprises can incorporate influencers into your favorite
marketing channel of choice to stay ahead.
WHAT’S THE SUMMARY OF THIS TALK?

PRIMER INTO INFLUENCER MARKETING
4
Influencer marketing’s rapid
ascension has led to a decent amount
of confusion as to where the concept
fits in best for B2B and B2C
enterprises alike.

Q: WHY DO INFLUENCERS PRIMARILY
EXIST?
A: TO CREATE COMPULSIONS

6
 Based loosely on video game concept of
compulsion loops, which continually entice a
user to keep playing.
 For marketers’ purposes, compulsion
marketing is the collection of activities that
manipulate psychological drivers, resulting in a
compulsion to purchase a specific product or
service.
 It is as much a campaign strategy as it is a
tactic.
WHAT IS COMPULSION MARKETING?

7
 I knew from affiliate days the power of pairing
PPC, SEO, and email.
 At CopyPress I became a convert on using
content marketing paired with native ad
amplification.
 At Intellifluence I saw how the influence can be
magnified using those concepts from
CopyPress and my affiliate days.
 I started to string them all together and play
with ordering.
HOW DID I STUMBLE INTO
COMPULSION MARKETING?

8
 Aspirational: The most common types from a
marketing perspective. Influence applied
towards someone that is aspiring to be like
another person
 Authoritative: Topical experts, whose opinion
you trust because you know them to be
experts
 Peer: The most powerful influencers are those
we view as equals. Our friends and neighbors,
for example
TYPES OF INFLUENCERS

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 Hero worship – aspirational
psychological driver
 Appeal to authority – authoritative
 Wealth signals – peer psychological
driver
 Pack mentality (unity) – repetition
KEY PSYCHOLOGICAL DRIVERS

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 Are we going to be lazy and apply them
lazily to obvious marketing channels? No.
 I looked for lists of marketing channels
and liked this list the most:
https://blogs.spectrio.com/51-most-
effective-marketing-channels-for-
advertising-your-business
OKAY, SO THERE’S DIFFERENT TYPES
OF INFLUENCERS. GOOD TO KNOW.

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IS THIS GOING TO BE EXHUASTIVE?
NO.
 However, we have a limited amount of
time and I like how Spectrio grouped the
channels so I'm going to use mostly
similar grouping while digging in.
 I'll start with the most obvious and end
with the least obvious channels where
influencers can be used to beat up your
competition.

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 Non-social Internet Marketing Channels
 Social Media Channels
 Public Relations Channels
 Paid Advertising Channels
 Physical Marketing Channels
WHAT ARE THE GROUPS?

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 Amazon and other marketplaces
 Blogging (your own blog)
 Blogging (guest blogging)
 Chat Bots
 Live Chat
 Newsletters
NON-SOCIAL INTERNET
MARKETING CHANNELS
 Podcasts
 SEO (other metrics, like user signals)
 Webinars
 Website (your own website)
 Whitepapers
 VR and AR

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 Google My Business
 Facebook Ads
 Facebook Groups
 Facebook Profiles
 Instagram
 LinkedIn
 Pinterest
SOCIAL MEDIA CHANNELS
 Reddit
 TikTok
 Twitch
 Twitter
 Yelp
 YouTube

15
 Conferences
 Host Events
 Media Interviews
 Press Releases
 Speaking Events
 Sponsorships
PUBLIC RELATIONS

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 Affiliate Marketing
 Billboards
 Mailers
 Nextdoor
 Non-UGC Social Ads
PAID ADVERTISING
 Podcast Ads
 Print Advertising
 Radio Advertising
 TV Advertising

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 Brochures
 Customer Loyalty Cards
 Digital Signage
 Exterior Signage
 FREE consults
 Giveaways
PHYSICAL MARKETING
 Interactive Signs
 On-hold messaging
 Overhead (skywriting)
 Packaging
 Promotions

NOW YOU WILL HEAR ME SPEAKING AS FAST
AS I CAN TO HIT EVERY SINGLE ONE OF THESE
CHANNELS.
I’LL PROVIDE A QUICK EXAMPLE OF THE
INFLUENCER TYPE AND HOW I’D PROBABLY USE
THE CHANNEL. THE FORMAT WILL BE:
1. DESCRIBE THE CHANNEL
2. WHAT INFLUENCER TYPE WORKS BEST?
3. HOW COULD AN ENTERPRISE INCORPORATE?

19
Description: Giant ecommerce
marketplace which uses reviews as one
of the variables to assist buying process
Influencer Type: Peer
How: Request reviewers select your
product via search or category, purchase
it, actually use it, up vote another good
review, and leave an honest review with
photo proof. NEVER insist on a 5* review.
NON-SOCIAL INTERNET
MARKETING CHANNELS
AMAZON & OTHER
MARKETPLACES

20
Description: Web assets that live on
your own website
Influencer Type: Authoritative
How: By offering a reverse guest posting
experience, having a guest author with
extensive experience in your industry
post on your own site, followed up by
secondary promotion.
NON-SOCIAL INTERNET
MARKETING CHANNELS
BLOGGING (ON YOUR
OWN)

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Description: Tap into other people's audience for the purchase of traffic (I
say traffic instead of links and will explain)
How: Similar to your own blog, this is an opportunity to create "think piece"
material for dissemination on more authoritative outlets. Collaborating with
one or more experts in the field, including yourself, for publication
elsewhere, helps to increase your own authoritative influence when done
repeatedly over long periods of time.
NON-SOCIAL INTERNET
MARKETING CHANNELS
BLOGGING (GUEST
BLOGGING)

22
Description: Simple machine learning and search
powered question and answer scripts that live on
most SaaS websites
How: Personalization in chat response that
references others which asked similar questions can
help to push users down a desired path. "151
product X users that asked about ___ found this FAQ
article the most helpful."
NON-SOCIAL INTERNET
MARKETING CHANNELS
CHAT BOTS

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Description: The next step up from chat bots, with an actual person on the
other end of a conversation
How: My preference is to use chat bots to solve 90% of general requests, with
the 10% reserved for the not-so-easily answered questions. Placing an intern on
this task is a mistake. Display the title/role of the person answering a question
and the questioner will defer to authority. Do we feel more secure about an
answer from Level 1 new hire tech support or from Susan, the Director of
Product Experience?
NON-SOCIAL INTERNET
MARKETING CHANNELS
LIVE CHAT

24
Description: E-mail based contact list of what is
usually a hyper targeted audience
How: I love this concept and have been trying to get
into every relevant newsletter that will have me. My
favorite use is for the newsletter owner to introduce
my product, explain how he or she uses it, and then
offers a special offer for the newsletter audience.
NON-SOCIAL INTERNET
MARKETING CHANNELS NEWSLETTERS

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Description: Think of podcasts as audio/video-based
newsletters. Passionate, targeted audiences looking to
consume.
How: The format that has worked best for me is the
interview-style format where one authority (the podcast
host) conveys, through a line of questioning, implied
authority onto me for having passed the expert test.
Similar with newsletters, don't oversell but rely on a
special value for that audience.
NON-SOCIAL INTERNET
MARKETING CHANNELS PODCASTS

26
Description: SEO, when dumbed down, is a collection of signals related to
buckets for links, content, and how users interact the first two buckets.
How: Lets skip links as it's covered in blogging and guest blogging. For this,
imagine using a large base of buyer persona targeted audience to perform a set
of queries on your behalf, click on the results you want, and to take an action
on your site that just happens to tie back into a good dwell, navigation, and
query satisfaction signal.
NON-SOCIAL INTERNET
MARKETING CHANNELS
SEO (OTHER METRICS,
LIKE USER SIGNALS)

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Description: Time-based educational presentation /
walk-through
Influencer Type: Authoritative or Peer
How: The best use I've seen from this comes from
authoritative influencers. If you can pay an expert in
your field to host a webinar on how they have had
success using YOUR product, you'll make sales. If
you can't get authorities, you can incentivize some
walkthroughs from existing customers to
prospective customers.
NON-SOCIAL INTERNET
MARKETING CHANNELS WEBINARS

28
Description: I mean...it's your website.
How: Referral source is your friend. If you
know which sources of traffic you want to
target, you can first get peer level influencers
to review, then screenshot or embed their
review on-the-fly. If a user comes in from
Instagram, show the Instagram review as
social proof to trigger "sameness."
NON-SOCIAL INTERNET
MARKETING CHANNELS
WEBSITE (YOUR OWN
WEBSITE)

29
Description: Long-form highly educational content (not salesly ebooks)
How: There are two components to this. If you are to sponsor a whitepaper to
be written by an expert, you can latch onto their authority.
Secondarily, having the whitepaper exist on a different authoritative source for
further conveyance of authority. Third, gate the download. This is the Demand
Exchange model. So many enterprises request whitepapers.
NON-SOCIAL INTERNET
MARKETING CHANNELS WHITEPAPERS

30
Description: Virtual and augmented reality, viewed through additional lensing -
- a still small but growing channel
Influencer Type: Aspirational
How: The key for most products using this medium is to catch attention, which
is the primary role of AR/VR. For instance, an AR experience while you are
learning about your surroundings that assesses temperature is high and a
beverage vending machine is within walking distance might pop a celebrity
walking up to you to exclaim how hot it is and how refreshing a Coca Cola is.
NON-SOCIAL INTERNET
MARKETING CHANNELS VR AND AR

31
Description: Business profiles on
Google
How: The concept best taken is similar
to that of Amazon. You want actual
users to leave honest reviews;
engaging your existing user base is the
fastest method and usually sufficient.
SOCIAL MEDIA CHANNELS GOOGLE MY BUSINESS

32
Description: There are different types of Facebook
Ads. For this, we're talking promoted content
Influencer Type: Peer or Authoritative
How: UGC promoted content, on average,
performs better than ad content placed by the
brand itself. If an influencer is opted into
Facebook's creator program, you can do a collab
and then promote that collab.
SOCIAL MEDIA CHANNELS FACEBOOK ADS

33
Description: Targeted, self-selected audiences
How: The quickest way to use Facebook groups is to pay a moderator or
administrator of the group for a review within the group. You can
alternatively try to join these thousands of groups, endear yourself, and
then advertise...but trust me that getting placed in timeouts for spamming
is annoying.
SOCIAL MEDIA CHANNELS FACEBOOK GROUPS

34
Description: Personal profiles on Facebook
Influencer Type: All
How: You'd use these the exact same way as a Facebook ad, without
promoting the content. The type to use depends on the goal you're
going after. For my product, peer reviewers on both sides of the
platform discussing their positive experiences leads to a consistent
stream of sign-ups.
SOCIAL MEDIA CHANNELS FACEBOOK PROFILES

35
Description: Visual social network personal profiles
Influencer Type: Aspirational or Peer
How: The type to use depends again on your goal.
Remember that the broader the audience (mass
consumable), the more you can get away with
aspirational influencers. The more specific and defined
the product market, the better peers will perform from
an ROI perspective. Generally, I don't use authoritative
influencers on Instagram because as a format it doesn't
allow one to convey deep understanding.
SOCIAL MEDIA CHANNELS INSTAGRAM

36
Description: The professional social network personal
profile
How: B2B doesn't spend enough time looking at
LinkedIn reviews. If you're targeting the business
community, LinkedIn makes it easy to see the largest
audiences for that specific target. I recommend
livestream videos (takes 6 weeks to get approved as a
creator) paired with their articles.
SOCIAL MEDIA CHANNELS LINKEDIN

37
Description: Like Instagram but without the videos...and
the media attention.
How: It's such a visual setup that you need to have a
product that conveys visually. If you do, then finding
relevant peer influencers to photograph using your
product is a snap (pun intended). Stick a pin in this
concept as pins can rank rather well and be used as part
of a parasitic SEO strategy.
SOCIAL MEDIA CHANNELS PINTEREST

38
Description: The self-described front page of the Internet. With it comes with
the best and worst of the Internet
How: Reddit is hard. If you want a review in a subreddit, your best bet is to
treat it like a Facebook Group and pay the moderator to do an authoritative
review for you. Otherwise, you'll be downvoted and shunned. When you get
something that hits, you can parlay it into a massive media success. Do I have
time to mention silly vaping products and how it got the eye of Playboy and
Verge?
SOCIAL MEDIA CHANNELS REDDIT

39
Description: Ask your kids about this hot short-
format video content network
Influencer Type: Peer or Aspirational
How: The videos are a bit too quick for authoritative.
The best ways forward are to either make something
creative for virality via peers or pay for celebrities to
post and let their audience do the lifting. If you can
come up with a meme-able campaign across a series
of peer influencers + 1 aspirational influencer, you
might yet win the Internet.
SOCIAL MEDIA CHANNELS TIKTOK

40
Description: Overlooked huge video network that
originally catered to gamers
How: I almost placed aspirational influencers, but
the content shared matters. If you're in gaming, you
already know about Twitch. However, I see
expansions into food and other experience-based
categories. Live streamed reviews of your product
being used can drive sales.
SOCIAL MEDIA CHANNELS TWITCH

41
Description: Political diatribes with a megaphone
but without an edit button
How: Twitter can be very frustrating, but
exceptionally useful. We use it on most
campaigns to amplify previous efforts via simple
RTs, but with the right authoritative and
aspirational selections, it can be used with deep
reviews due to expected click-outs to longer
format content OR tweet storms.
SOCIAL MEDIA CHANNELS TWITTER

42
Description: Difficult company to work
with, but can send fantastic traffic for
businesses with a physical location
How: The game here is a constant stream
of reviews. The same strategy as Google
GMB, asking for honest reviews from
existing user-based works.
SOCIAL MEDIA CHANNELS YELP

43
Description: Videos of anything you could possibly imagine...loose network,
more of a broadcast mechanism.
How: If your product requires explanation, YouTube is perfect for that via
authoritative influencers. If it has mass appeal, aspirational influencers can
act as a great broadcast channel. Is it in a heavily searched for category? Get
multiple peer-level influencers to review it and embed those into blog posts,
ranking the videos themselves to take advantage of the monopoly favoring
its own results.
SOCIAL MEDIA CHANNELS YOUTUBE

44
Description: Being at a conference, not necessarily speaking at one
How: This is the point of swag in the hands of your buyer persona. When you
can co-opt a series of industry experts to wear your t-shirt on all the same
day, how do you think that's perceived by new industry entrants? Now what
do you think would happen if you ran an incentivization where anyone
wearing your shirt received preferential treatment?
PUBLIC RELATIONS CONFERENCES

45
Description: Bringing that networking meeting to your own offices, as the
host
How: What's neat about this tactic is you are bringing your targeted buyer
persona to you, which is a way to shortcut into authoritative status, especially
if other authoritative influencers invite the audience to YOUR office for the
hosted event. Hard selling isn't required because you're proving you are real
and by virtue of playing host as establishing yourself as credible. The law of
reciprocity plays an assistive role in that the invitees will want to "pay you
back" in some unconscious way.
PUBLIC RELATIONS HOST EVENTS

46
Description: Leeching off the authority of the interviewer for publications
How: The reason think pieces do so well is because of where they are hosted;
the same is true of media interviews. In this process, the interviewer is that
time-centric authority that through the process of an interview shows how
the interviewee "passes the test" conveying subject matter authority.
PUBLIC RELATIONS MEDIA INTERVIEWS

47
Description: There's a reason Cision calls their journalist contacts an
influencer database
How: Old school SEO benefits aside, the power of press releases from an
influencer perspective is to get the attention of those journalist contacts for
the purposes of generating media interviews and garnering follow-up
attention. Press releases are a different type of lead-gen where the KPI
should be capturing more attention, and with that in mind, one can write
them with specific journalists in mind.
PUBLIC RELATIONS PRESS RELEASES

48
Description: This is a speaking event, so what am I?
How: Breaking into a speaking circuit can be difficult for some. However,
once one has overcome pitch exhaustion and received decent audience
scores, other events will seek YOU out. It is an authority transfer, where the
conference is the propped up authoritative source on a subject, which is
delivered by a speaker. Even a new entrant that can master the stage through
the 60 minutes of terror receives that authoritative boost, so the information
THEY convey comes off as more credible. Intellifluence is using my temporary
authority provided by Advanced Search Summit to pass on this information.
Is it working?
PUBLIC RELATIONS SPEAKING EVENTS

49
Description: Paid placements, but not always in the way you might think
How: The type of influencer to use depends on the medium being used and
the buyer audience being targeted. Demographic appeals can use peer
influencers of the same background (think enterprise eyeglass company
sponsoring a gala for child blindness that provides lenses). Mass appeal
sponsorships can use local aspirational influencers on advertising at local
sports events. Etc.
PUBLIC RELATIONS SPONSORSHIPS

50
Description: Paying other marketers to sell for you...the essence of influencer
marketing!
How: The most common method is to use a combination of peer influence
and authoritative appeal by twisting a pull marketing message into a push to
a specific brand. The buyer has determined that the messenger is trustworthy
enough and believes him or herself representative of the message being sold.
Affiliates are telling your story for you; use them if you can achieve a proper
ROI.
PAID ADVERTISING AFFILIATE MARKETING

51
Description: Larger than life advertising often found on busy roadsides
Influencer Type: Peer or Aspirational
How: Think of billboards as an analog Instagram; you have only a couple
seconds to visually convey the message. Therefore, you either need to
speak to a demographic (person in the car) or use a celebrity to catch
attention. This medium is almost always used for mass appeal
products/services, which is sad considering how many I see are for accident
and injury attorneys.
PAID ADVERTISING BILLBOARDS

52
Description: Direct promotional mail delivered by the post
How: Most direct advertising can use all types of influencers, depending on
the use case. My favorite method is to use authoritative influencers and
deliver a Handwrytten message to the target audience. The mass created
robot-created handwritten mailers catches the eyes of a prospect by virtue of
it being actual pen on paper and when delivered by an authority the message
is paid attention to.
PAID ADVERTISING MAILERS

53
Description: The social network that is hyper localized and difficult to fake
affinity
How: If there's a next big network Intellifluence is looking at, it is Nextdoor.
Imagine the power of being able to have multiple neighbors within a postal
code report on how delicious your local restaurant is, external to the typical
Nextdoor adverts? I placed this network here in paid advertising because as it
currently stands, authentication into a neighborhood requires a process
similar to the old Google business verification post card system...working on
it. ;)
PAID ADVERTISING NEXTDOOR

54
Description: The version of ads created by you on your main brand channels
instead of UGC-promoted ads
How: I would look at Wendy's use of advertising and relying on the snarky
nature of their messaging to be carried by everyday consumers over to their
own channels. It is a reverse of the UGC-promoted method and it works
because the social ads are not in corporate speak, but have a specific persona
associated with them. It's an amplification strategy. Burger King is a good
how-not-to at the moment.
PAID ADVERTISING NON-UGC SOCIAL ADS

55
Description: Podcast interviews are great, but if you can't get on the show,
sponsor it
Influencer Type: Authoritative or Peer
How: Most podcasts that I personally listen to are within specific core matter
subjects. For instance, "This Week in Virology" isn't a good place for me to
advertise my SaaS, but might be a good place to advertise online course on
epidemiology by a university. If I were representing such a brand, I could not
get on an interview as it is beyond my expertise, but I could potentially
sponsor as a proxy to that expertise.
PAID ADVERTISING PODCAST ADS

56
Description: Newspapers, Magazines, and phone directories. Oh my!
How: I view print advertising as a blend of billboard and sponsorships. While
there's an extreme visual component that lends itself to using a peer-level
influencer or celebrity to get attention for a quick message, it also offers the
potential for an authority to lay out the reasoning for choosing a product or
service.
PAID ADVERTISING PRINT ADVERTISING

57
Description: It's radio. Goooooooood morning {Napa|Wine
Country|Advanced Search Summit}, what a beautiful day it is
How: What's intriguing about radio is we lose the sense of sight and have to
convey the emotion with tones and description. Pay close attention and you'll
hear "I'm a ___ and therefore I did ___" which is a logical lead to perform an
action. If I hear an advert at 5:00pm on "I'm a fat CEO that is always hungry
and loves nachos, but no nachos can satisfy my hunger like Joe's Sloppy
Nachos" then I'm probably going to put that restaurant immediately into my
GPS.
PAID ADVERTISING RADIO ADVERTISING

58
Description: TV killed the radio star.
How: Analog YouTube is how I view television
advertising, as it is so diverse. One can use
authorities to explain a subject in a controlled
setting like an infomercial, celebrities in a 30
second spot to create a sense of awareness, or
groups of peers to play upon the unity
psychological signal.
PAID ADVERTISING TV ADVERTISING

59
Description: Remember the tri-fold glossy papers sitting on the check-in at
your doctor's office?
Influencer Type: Authoritative and Peer
How: Brochures have a very specific audience and are often used on captive
audiences that have already committed, therefore the appeal is via authority.
Think of that doctor's office, that's the authority because it is the only place
you'll probably see a brochure for that pharmaceutical company with smiling
demographic users in a similar age/gender/race/socioeconomic background
to you.
PAID ADVERTISING BROCHURES

60
Description: Customer loyalty is all about repeat purchasing. CRM marketers
get it.
How: Some customer loyalty programs are boring and bland, only focusing
on a numeric reward based on progress metrics. Add some emotional and
psychological appeal. People LIKE YOU use this product/service REPEATEDLY
and they are BETTER because of it. It would be a nominal effort to include
imagery and social media rewards as a function of customer loyalty to build
the pack mentality further.
PHYSICAL MARKETING CUSTOMER LOYALTY

61
Description: Interior flat screen TVs scrolling through advertising while
people wait for that food
How: Consumers of digital signage are already captive, similar to brochure
market, however they don't need to be pushed via an appeal to authority.
Awareness via celebrities as a proxy to peers, or peers themselves,
advertising complimentary products/services and upsells can increase
revenue per square foot. "Jim ordered a delicious Malbec at Joe's Sloppy
Nachos and couldn't be happier. Upgrade your water to a Malbec and be like
Jim." Worst case scenario in that example is if I see it enough times I'm going
to want to start drinking anyhow.
PHYSICAL MARKETING DIGITAL SIGNAGE

62
Description: Positioned signage outside of an establishment to act as a
beacon and a hook
How: Walking up and down the street wearing a sandwich board and
handing out samples is still a peer level influence on a nominal level to other
pedestrians. The very same person that's also eating those samples with
delight is more effective.
PHYSICAL MARKETING EXTERIOR SIGNAGE

63
Description: Getting a sneak peek at a service without commitment
How: I place such consults under the auspices of physical marketing because
it works best "in person" and is almost always service-oriented. A free consult
gives the opportunity to establish authority while removing buyer hesitancy,
overcoming cognitive dissonance of paying and the uncertainty of the
service being credible. When handled effectively, FREE consults are extremely
powerful. They are the SaaS equivalent to free trials, which is why you'll find
one on the last slide of this presentation.
PHYSICAL MARKETING FREE CONSULTS

64
Description: Contests and Giveaways
How: I love contents and giveaways. Within
peer influence especially, an influencer loves
receiving a free product, but they also love
being able to provide a giveaway to their own
audience as it endears them to the audience.
Done with an element of viral looping by
adding a contest component to it, this can help
massively with product launches.
PHYSICAL MARKETING GIVEAWAYS

65
Description: Think digital signage with an element of
interactivity
How: The reason this is a separate channel from digital
signage is because one is a constant commercial
whereas this one takes user input and leads the user
down a specific buyer's journey. When you plant an
idea into a buyer's head, the most important thing you
can then do is let them think they came up with the
idea.
PHYSICAL MARKETING INTERACTIVE SIGNS

66
Description: Your call is very important to us; please hold
How: Think radio meets brochures. One of the most important things on-
hold marketing can do is disarm the individual, as the emotional state is
rarely happy and cheery. Overly cheery on-hold advertising backfires,
especially when played repeatedly. Sober sounding authorities calmly
explaining the importance of thoroughness coupled with peers talking about
their relief of choosing product/service X can go a long way.
PHYSICAL MARKETING ON-HOLD MESSAGING

67
Description: What's that in the sky. Is it a bird? Is it a plane? Oh, yes, it is a
plane.
How: Overhead advertising is usually a combination of mass appeal and local
appeal; there's no point in skywriting a local business in a city across the
country. I struggled with this channel as I've not personally used it, but given
the broadcast it would be all encompassing. One idea would be to quickly
hijack celebrity status "Cher eats at Joe's Sloppy Nachos. Nachos so sloppy
she changes wigs twice during dinner."
PHYSICAL MARKETING OVERHEAD (SKYWRITING)

68
Description: It's not just a boring brown box, it's a way to reach out to your
customer
How: The Tiffany's bag is widely recognized; the same product delivered in a
Tiffany's bag suggests a higher value due to the implied association with
luxury. The same goes for other packaging -- it needs to connect emotionally
on some level. Amazon delivers the smile, what does your desired buyer
persona peer group convey with your packaging? Strength? Beauty? Vitality?
Intelligence?
PHYSICAL MARKETING PACKAGING

69
Description: Branded promotional items
How: Promotions are different from contests and giveaways
in that the promotion is for that specific buyer, much in the
way a brochure and customer loyalty is. One could combine
the concepts of course, which is what every major pizza
company has done -- personalized promotions that are
heavily branded. It's a peer level approach that tries to
lightly play into your cognitive dissonance over previous
decisions. Just keep going. Just keep swimming. Just keep
buying.
PHYSICAL MARKETING PROMOTIONS

DID I MISS A CHANNEL?
 Almost certainly, but we have limited
time. Hopefully, the sheer number of
mediums can help you see just how
varied the use of influencers are.
 That said, the best test is your own
test and your own data.
 Want to see how well influencers can
work for you? Enjoy a 1-year FREE
access via this plan:
http://intellifluence.com/napa
70

CREDITS
Icons courtesy of flaticon.com (Freepik, Icon Monk, Icon Pond,
mynamepong, pongsakornRed, Roundicons, Smashicons). All product
names, logos, and brands are property of their respective owners.

Joe Sinkwitz - Advanced Search Summit Napa 2021

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Joe Sinkwitz - Advanced Search Summit Napa 2021