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- W2888402283 abstract "This chapter opens with the story of how the American pasta sauce brand Ragu failed to engage a Category Influencer which led to a series of negative blog posts and bad press. The chapter answers important questions brands need to ask about their influencer outreach strategy: Does the brand intend to pay influencers? Will the brand–influencer relationship be one-off or ongoing? Who will contact the influencer on behalf of the brand? What message and channel is most appropriate for the initial outreach? It offers readers a step-by-step influencer outreach approach including templates that marketers can begin using right away." @default.
- W2888402283 created "2018-08-31" @default.
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- W2888402283 date "2018-01-01" @default.
- W2888402283 modified "2023-09-22" @default.
- W2888402283 title "Engage Influencers: Developing an Effective Outreach Strategy" @default.
- W2888402283 doi "https://doi.org/10.1007/978-3-319-78396-3_8" @default.
- W2888402283 hasPublicationYear "2018" @default.
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