Rob’s take on targeting 16 year olds to reach elderly people

This blog came about from a conversation I had with a friend on the way to our sons’ weekend football. It wasn’t meant to be about influencer relations (I’m not that dull) but that’s where it ended up. The scene goes something like this.

HER: “You work in marketing, right?”

ME: “Correct”

HER “At work, we want to communicate to people nearing retirement who own land.”

ME: “So what are you doing at the moment…?”

HER: “Well I’ve been playing around with Instagram ‘cause I use it a lot and I think it’s the future of social media – I’ve had some great engagement.”

ME: “That’s great… but do retirees actually use Instagram?”

HER: “Hmm – maybe not…”

*** MOMENTARY SILENCE***

ME: However… I suppose their grandchildren do – and elderly people often trust what their grand-kids and family have to say, so maybe you’re onto something there actually!

HER: Oh yes!

In B2B PR and communication we often make our primary focus the people who we hope are going to buy our product or service when actually we may be just as wise (if not wiser) targeting the people who can influence them.

Consider this. Which do you personally like more? Someone you don’t know trying to sell something directly to you, or someone you know and trust recommending something they think you’ll love or benefit from? The latter of these are influencers – people on the periphery of your audience who can act as useful middle-men and women to help you gain credibility with your eventual buyer.

So for every campaign you run that targets your buyer, set up another one to target the people that influence them. In B2B these could include your existing customer ambassadors, highly regarded industry associations, or well-known market analysts. In B2C it could include customers again, or family members and friends, or independent product reviewers.

Here a 5 tips for high achieving influencer campaigns:

  • Messaging – you may need to give influencers different information
  • Relationships – influencers may want more of the inside story through direct relationships
  • Focus – it’s not about mass communication but cherry picking key people who can help
  • Research – background knowledge is vital to understanding influencers’ needs
  • Longevity – once a good relationship is established it should be maintained long term

Awareness is great, but influence is perhaps even greater.

Browse more blog posts

Posted on
byClaire James
Chris Linsell left university with a degree in Economics and Finance but knew that this was not where his true interests lay. In 2004 he joined an independent creative advertising agency called Mustoes and has not looked back since. Q: Tell me a little bit about your background before joining Pirtek as Marketing Director Chris. A: As a graduate I...
Posted on
byLaaraib Khan
Why was PR your chosen career? I have always loved writing and all things creative. I remember in year 4 gathering a few people together and starting the school newspaper! Having dabbled in social media, digital marketing and music journalism, I fell into PR and have loved every second of it! If you hadn’t chosen a career in PR, what would...
Posted on
bySkout team
Why was PR your chosen career? It wasn’t! I have always been slightly obsessed with the media though. Since reading the news in the mocked-up news studio at Bradford’s National Media Museum as a child, the addiction has stuck. I worked in TV and broadcast media in Beijing for four years (which was an eye-opener) before coming back to the...
Posted on
byJames Weaver
On Sunday 31st July, England’s Lionesses ended 56 years of hurt by overcoming the goliath task of beating Germany 2-1 in the European Championship final to finally bring football home. It was fantastic to watch the team storm the post-match press conference to celebrate their well-deserved victory.  This got me thinking, how does one of the greatest sporting achievements for...
Posted on
byRebecca Brown
Whether you’re in B2B or B2C, promoting your brand and engaging with your audience through social media is marketing 101. It’s fast, free, and effective! Not only can you post updates about your company and employees to showcase the successes and personality of your brand but it’s an excellent way of sharing valuable content with key audiences. It’s no surprise that...
Posted on
byJames Weaver
London is often considered the epicentre for many of the UK’s varying sectors from entertainment to finance. But, when it comes to the tech sector, the North West stronghold of Manchester is arguably a hotbed for talent, startups and established tech firms. In 2019, £181 million of investment was pumped into the city’s tech sector, establishing Manchester as one of...
Posted on
byRebecca Brown
We chat with Lizzie Berwick, director and co-owner at media buying agency, MacCormack Media, about her varied role, all things media buying, and what makes a brilliant business relationship.
Posted on
byClaire James
By Claire James, head of client services and built environment specialist, Skout The construction industry is about to go through its most transformative phase for decades with the introduction of the Building Safety Act. These changes are driven by the still unfolding story of Grenfell, the public outcry, and the substandard building materials and practices used on this structure that...
Posted on
byRebecca Brown
More than half of B2B marketing budgets are devoted to building and maintaining relationships with new customers, but only a quarter of B2B marketers say their relationships are akin to a happy marriage.
Posted on
byRob
When you’ve worked in a B2B PR agency for over 25 years, it’s easy to forget that the ‘turbulence’ we experience daily isn’t the norm for many. This is because every agency day is different, you never fully know what to expect, and deadlines can be ludicrously short.  Growing agencies like us deal with a lot of uncertainty. The biggest...