When you’re trying to change opinions or preferences in the political or corporate context with limited resources, identifying who you need to talk to and gaining the appropriate audience insights are as important as knowing what to say. Our influencer mapping process provides organizations with the ability to optimize communication strategies by targeting the key influential elite and consumer audiences with the messages determined to move them most.
We start with the end audience we ultimately care about (e.g., swing voters or moms or tweens), and then progress up the chain of influences until we reach the highest level of influencers – the real source of insight and opinion change. Often we find that it’s not the squeakiest wheel or biggest megaphone that actually has the most impact.
The output is a quantitative map of the interconnections among different types of influencers, a measure of the impact each one has (expressed as a true quantitative finding), the channels of influence through which they have impact, and the messages most likely to resonate with them. From this map, you have a clear blueprint for how to direct advertising, marketing PR, and other efforts to maximize the impact of your communications.
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