In modern market conditions it is very difficult to convince consumers to buy goods. They are skeptical of new products and have the opportunity to choose from a wide range. Also, society is influenced by respected people. They are the leaders of opinions and can influence the choice of others. Not all cases conduct market research. It is enough to know only the choice of opinion leaders to predict the preferences of buyers.
Thus, direct advertising from an influential person to a consumer is effective marketing. Most modern companies use it, and quite productively. In the article, we will consider who such “opinion leaders” are, their role and significance in the promotion of goods.
Who is that called?
The leader is considered to be a person with a high social status. He is better informed and may influence other people's choices.
This term has existed since 1955. It was first described in the work “Personal Influence” and is based on the theory of P. Lazarsfeld and E. Katz “On a two-stage flow of communication”. This theory is part of the models that explain the process of transmitting information to a wide audience using a filter of perception of an influential person in a given society.
For the first time, studies of the influence on choice were carried out during the Second World War. Then it was found out that ordinary soldiers trust their officers more than the media. Further studies and surveys have confirmed the fact that the decisions of the majority of respondents depend on the opinions of people influencing them. An opinion leader can be a celebrity, leader, politician, scientist and researcher, and even mom.
Types of Leader Personalities
The work of P. Lazarsfeld was continued by the sociologist R. Merton. In 1948, he investigated the interpersonal influence and communication behavior of the city’s population.
During the experiment, two types of opinion leaders were identified:
- Local.
- Cosmopolitan.
Local leaders described people living in a particular area for a long time. They have established themselves in everyday affairs (career, upbringing, education). It is to such leaders that neighbors and acquaintances turn for advice.
A cosmopolitan leader is a person who has recently moved to a city. He travels a lot and has gained enough foreign experience. Therefore, versed in politics and international issues, in business.
Both types of leaders actively manifest themselves in public life. They always follow the news and read the press.
The disadvantage of the theory: it is designed for local society, but in the context of globalization it has not justified itself.
According to another classification, leaders were divided into:
- Monomorphic.
- Polymorphic.
Monomorphic influential personalities are specialists in a narrow sphere. They are competent in their specialization and do not affect other areas.
Polymorphic leaders can extend their influence to different areas of life. To do this, they actively use interpersonal relationships and contacts.
How have leaders influenced the media?
The research and contribution to the science of the scientist P. Lazarsfeld changed the approach of mass media to advertising. It turned out that the media did not have the expected effect on a single person. But, if you use them as an intermediary of personal communication of the opinion leader and potential group of consumers, then the impact and change in the preferences of the latter are possible.
Changes in the media:
- Now the communication process is focused on leaders;
- With the help of media, there is a rapprochement between potential consumers and people they trust;
- advertising uses the principles of interpersonal communication;
- Attracting opinion leaders to marketing is more effective for promotion than creating new communication channels.
Leaders are actively involved in society, they are aware of their importance and are trying to convey their own values to the masses.
Leader Description
Research by scientists has shown that leaders are present in all walks of life. So, they should be distinguished by some features. How to find opinion leaders?
It is necessary to pay attention to such characteristics as:
- Active life position . Leaders are actively involved in public life, trying to "make it everywhere." They also have a vibrant personal life and are engaged in activities in several areas.
- Wide network of contacts . This trait separates the leader from the rest. He has not just many friends, but creates a whole network of contacts. At the same time, he constantly keeps in touch with everyone and attracts new people to it.
- The desire to disseminate useful information . A leader likes to help others when they turn to him for information and are interested in opinions. They will be happy to share their knowledge and experience. The conscious role of a mentor is a pleasure for influential people.
- Confidence Leaders are constantly learning and getting to know new technologies. When a new product appears on the market, they try to immediately test it and evaluate its effectiveness. Thus, if the opinion leader praised the new product, then the sales trend will go up.
- Engagement . The solution to any problem for the leader is the opportunity to learn something new. They give themselves to the process with all their hearts and willingly help everyone.
Opinion leaders must have a hobby or even a few.
Leadership Influence on Others
Authoritative personalities spread their influence with the help of the “snowball” effect. They tell information to one, those to the other, and so on.
In working with opinion leaders, the media use their skills:
- Evaluate various sources of information. In order to form his opinion about the world, the leader must constantly be aware of all events, use what he sees, hears and reads.
- Prefer oral communication. In addition to print and other sources, leaders widely apply the recommendations of other trusted people. They are not shy about asking for advice in difficult situations.
- Willingly spread ideas. Leaders live under the motto: "Know something - tell others." They unselfishly share their views and are happy to help.
- Constantly improve yourself. Leaders learn something all the time and prefer products that are being modified. If a product remains unchanged for a long time, then the leader loses interest in it.
- Collect information from various sources: print media, the Internet, the media, radio, other people's opinions.
- Trust instincts. Leaders can easily cope with a large flow of information. Thanks to their inner voice, they divide knowledge into primary and secondary.
Social Media Leaders
Companies and brands attract opinion leaders not only for media advertising. A significant share of marketing has to be carried out on social networks. This is where leaders and their views matter. But attracting an opinion leader on social networks is not so simple. You must first interest him and convince him of the reliability of the product, provide test samples and new items.
Initially, leaders usually criticize any product. This leads to resonance in the discussions. Also, influential people are more disposed towards a company that is loyal to charity and the environment.
In the social network, the leader of opinions can be a charismatic person who likes the audience, a celebrity, an expert in a certain field. They can talk directly about a product or indirectly, telling an interesting story and making fun.
Companies collaborate with leaders in many ways:
- Paid posts are the most obvious option.
- For a gift, when for a leader the leader receives a reward in the form of products.
- Advanced level - the most common world practice in advertising.
The latter type of cooperation implies that the selected opinion leaders place posts on their page with photos / videos and product links several times. Such advertising attracts the largest audience.
How to attract a leader?
To effectively sell a product or service with the help of opinion leaders, you need to know how to attract them.
How to interest an authoritative person:
- Do not skimp on the information. Try to give knowledge in all possible sources, because only with sufficient knowledge the leader will have the opportunity to form his own informed opinion. Advertising should be creative, vibrant, different from others.
- Accept criticism. You should pay attention to the comments of leaders in the process of using the product.
- Active participation in public life attracts leaders and makes them more loyal to the company. Business should take part in solving social problems and improve the quality of life.
- For leaders, products that save their time, value, and make life easier are important. To show these characteristics is to attract the attention of a leader.
To summarize
So, opinion leaders are an integral part of society. They have to be reckoned with. They are skeptical and highly value products that meet the price-quality criterion. In order to successfully advertise with opinion leaders, you need to consider many of the features of modern society. As a rule, it is they who distinguish special products from analogues. If a company or brand could take place in the market and “win the hearts” of authorities, then sales will undoubtedly increase.