Ready and Willing Opinion Leaders

And we thought they were hard to reach.

According to a blog entry on the WOM Research Blog, influential consumers are relatively easy to get in touch with. Who knew? Information from StartSampling and McElroy Inc. shows that these "Social Persuaders and Influencers," or "SPIs," are receptive to in-store trials and brand websites to mention a few tactics. In fact, according to the study and in comparison to the average consumer, these PSIs are easy to reach.

If these consumers are so easy to reach, why have they evaded marketers for so long, or at least why has it been made to seem that way? This mystical character, the opinion leader, has captivated marketers and been the motivation for countless studies and focus groups particularly, it seems, at the teenage level. Perhaps these individuals are naturally curious, are comfortable with taking risks, and enjoy being informed about the consumer culture around them.

The article goes on to justify what we all know; the SPI represents a golden brand opportunity. The research shows they are "61% more likely to learn about product or services through product reviews" than the average consumer and "76% more likely to seek out information from store employees." The list of percentages continues with several impressive and confirming statistics about the comfort SPIs have in discussing something in a social setting, sending emails, and talking to peers.

What does this all mean? Well, if these influencers are easy to reach while the average consumer is very difficult to reach, let's continue to put these SPI's to work spreading the buzz. At least we finally know they are getting the marketing messages.