According to Forbes, influencers are the new brands. But, what exactly does that mean, let alone for the sports industry? If you are interested in how players impact the industry, you are in for a treat.
"From Kim Kardashian snap chatting Airbnb accommodations to Cupcakes and Cashmere's clothing line with Nordstrom to bloggers creating outfits for Corona Light. Influencers are the golden children of marketing strategies right now."
Fan engagement is and always has been an important aspect of sports marketing. Thanks to social media, it has become a lot easier. Social media has become the number one playing field for influencers to engage with their fans both during the season and off. Take Zach Parise, for example. During the Minnesota Wild's season, Zach Parise would post a picture of him using Tide Detergent which engages the fans and those who use the product, Tide. Not only does this increase awareness of the Minnesota Wild, but also creates a great image for Tide. Another way to think about it is if your favorite player is using the product, it will drive more people to use it because we, as people, have the tendency to want to do what our role models do.
Now, if you are anything like me, you are probably wondering who is getting anything out of this post and how can the information be interpreted?
The answer is that the NHL will be able to access the data gathered from the post and from there be able to adapt its content to enhance a better experience for the fans or users.
Influencer marketing is one of the most effective ways of reaching and engaging an audience, especially in the sports industry, where being a fan of a specific team or athlete becomes part of your audience's overall identity (Forbes).
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