Third-Party Voices

Lovable Products: Influencers spark desire

By collaborating with the right influencers, companies can boost awareness of their products and, through skilful storytelling, create a desire for them – even for topics the community hasn’t yet actively sought out. This makes collaboration with Instagrammers and the like ideal for tapping into new target audiences or introducing new products and presenting them in an emotionally engaging way. Explanatory videos, for example on YouTube, give users a deeper insight and provide valuable tips on how to use the product. Through discount promotions and voucher codes, campaign performance can be precisely measured and success becomes immediately apparent.

Authentic and credible: word-of-mouth within one’s personal circle

Recommendations within one’s immediate circle of family and friends are more difficult to measure but particularly effective. Companies can specifically encourage these through word-of-mouth campaigns or social challenges, for example. This encourages end consumers to put a product through its paces themselves and to share their experiences in personal conversations, as well as on social media and review sites. Extending the campaign via renowned media brands provides an extra boost in reach.

With an eye for detail: reviews by specialist bloggers and trade media provide background information

Particularly when it comes to products that require explanation, prospective customers like to back up their purchasing decisions with independent opinions. Informative test reports, unboxing videos and tutorials by specialist journalists and bloggers are ideal for this. Through professional product placement management, companies gain visibility in this environment, boost their presence in earned media (unpaid, independent coverage) and, at the same time, improve their SEO rankings.

Sharing positive experiences: satisfied customers as testimonials

Users who are impressed by a product or service can share their individual experiences in testimonials or case studies. This incurs no costs for companies, only the effort involved in producing the text or video. Online reviews are also becoming increasingly important. Here, consumers can post reviews of products or services on review platforms. These provide guidance to prospective customers directly in Google Search, on comparison sites or in online shops, build trust and boost the visibility of brands and companies.

Supporting business objectives through strategic product communication

Together, the various forms of referral marketing and product PR ensure a continuous background buzz, anchor products in the target audience’s consciousness and offer potential customers informative and inspiring content, each tailored to their preferred media usage. In this way, communication drives sales and directly supports the achievement of business objectives.