Influencer marketing: the new force in product launches to get e-ttraction

What's the best way to launch a new product and get e-ttraction?  Is it a huge mainstream media burst to get awareness, creating a funny video you hope will go viral to generate interest or running a once in a life competition to stimulate desire? In my view none of those works as well as influencer marketing.

I pondered this question as I was waiting for a mate of mine, Daniel Priestly who runs the wildly successful Key Person of Influence (KPI) program in London today. I was keen to catch up with Dan to see what's happening in his world, give him an update on Social Star and just have a good chat. Inevitably the conversation came around to why I was in London and we discussed my becoming an ambassador for Lenovo and how they flew me over from Australia to be part of their global product launch.  We discussed their marketing program focusing on influencers and not traditional media and both agreed it was genius.  Then I showed him the product and I was a bit shocked with his reaction.


He was like a kid in a candy store. His first reaction was the same as mine, "gee it feels nice." I respond enthusiastically, " I know right!"

I don't know what the team has done to make it so nice to touch but it's awesome. He played around with the YOGA bending it over to be a tablet, making the A frame and using the touch screen. Then he asks the really important question - would I use it instead of my Macbook Air? That's the big question for me and my response was pretty simple. I only took this computer with me on this trip and and running my entire business from it and so far so good. So yes I would use it as my main PC. Have I swapped over completely, no I need a few more weeks to really test it out.

This is a big deal for Dan and I as we are both published authors and we spend a lot of time on our computers. They are not just a tool, but THE tool. Sure he is more famous and sold way more books than me, but you know what I am getting at. We are not going to change computers without a good reason and he was impressed enough to think about it.

This meeting speaks volumes for the Lenovo strategy. I just elevated their brand to a massively influential guy in the entrepreneur world who runs a global business and if he gets on the bandwagon it will be huge for them. That's how influence happens, one person at a time. But of course the product has to deliver as both of us will not recommend something we don't use and believe in. 

So how do you launch a new product and create e-ttraction? First have a good product. Second influence the influencers. Third, let it happen from there. It worked for Apple many years ago and it just might work for Lenovo now.

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Andrew Ford

Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.