HELMInfluencersPres
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This document discusses strategies for HELM to reach and engage with influencer customers. It identifies HELM's target influencers as creative city-dwellers who value quality and design. It recommends leveraging HELM's strong Instagram presence and cultivating partnerships with complementary brands to showcase the "HELM Life" lifestyle. Effective content highlights people using HELM boots while doing interesting activities. Telling a clear, simple story about HELM's identity as urban yet classic American style can help attract this target audience.
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HELMInfluencersPres
- 1. Getting In-Step with Influencers Who are they and how do we reach them?
- 3. AAttttrriibbuutteess • Value design and quality over convenience • City-dweller • Look at the clothes they wear and products they buy as lifestyle choices • Creative and detail- oriented • Their playlists include The Sword, Sufjan Stevens and Kendrick Lamar • Have plenty of discretional income
- 4. CCaarreeeerrss Have creative jobs that require precision and a high level of detail • Architect • Industrial or Product Designer • Chef • Mixologist • Intellectual Property or Entertainment Attorney • Graphic Designer
- 5. Brands They Like (other than HELM, of course) • Tieks • Shinola • Classified Moto • RGM Watch Co. • Oaklandish • Heath Ceramics • Walrus Audio • Oak & Oscar • Stijlcycles • Blue Bottle Coffee
- 6. SSoo HHooww DDoo WWee RReeaacchh tthheemm??
- 7. LLeevveerraaggiinngg HHEELLMM’’ss SSttrreennggtthhss • Success on social platforms— especially Instagram • Affinity for forming strong, fruitful partnerships with other creators and brands • Plenty of eye-catching content already created
- 8. HHEELLMM OOnn IInnssttaaggrraamm • HELM’s most effective social channel • Two-Fold Advantage: Showcases products and the “HELM Life” • For example, all the background pictures in this presentation came from HELM’s Instagram feed
- 9. DDoouubblliinngg DDoowwnn oonn IInnssttaaggrraamm ** Fastest-growing social platform among adults 2288%% Adults making +$75,000 per year 5533%% Aged 18-29 2288%% Adults living in Urban Areas * From the Pew Research Center’s 2014 Social Media Update
- 10. HHooww HHEELLMM CCaann OOppttiimmiizzee IInnssttaaggrraamm RReeaacchh HELM’s most effective Instagram pics have elements of the following: Model/People-Focused Doing Cool Things Popular Hashtags (#Porsche) 444411 LLiikkeess556633 LLiikkeess 556633 LLiikkeess
- 11. WWhhyy AArree TThhoossee PPoossttss EEffffeeccttiivvee?? • Demonstrate the lifestyle around the product rather than just the product itself • Humanizes the product • Boots become part of life’s aspirations and goals—”I wanna live the HELM Life too!” • Establishes authenticity • Going Forward: Instagram shots to emphasize people, action and/or the “HELM Life”
- 12. CCoollllaabboorraattiioonn && PPaarrttnneerrsshhiippss There’s strength in numbers… • Cultivating partnerships like the one HELM has with Revival Cycles provides: o Access to new customers o Content opportunities o Opportunities to further establish the idea of “HELM Life”
- 13. IIddeeaass ffoorr GGeettttiinngg tthhee MMoosstt OOuutt ooff PPaarrttnneerrsshhiippss • With Revival Cycles: Co-host an “art show” that showcases the aesthetics of classic motorcycles and their accoutrements (i.e. HELM Boots) • With Like-Minded Clothing Designers: Have noted designers curate looks and outfits demonstrate the versatility of HELM Boots • With Creatives: Work with artists and creators to develop truly multi-media projects that epitomize the HELM Life
- 14. EEffffeeccttiivveellyy UUttiilliizziinngg CCoonntteenntt HELM already creates great content—from pictures to videos and more. But together, tell different stories about HELM’s identity…
- 15. IIss HHEELLMM…… ..for outdoor trekking? ..for hip urbanites? ..the classic American boot brand?
- 16. TTeelllliinngg aa SSiimmppllee SSttoorryy Other brands have a lock on the “outdoorsy thing” (e.g. Schnee’s, Western Rise, Danner, etc.) as well as the “classic American” thing (e.g. Red Wing, Frye’s, etc.). The question that needs to be addressed is, “What’s the sole of HELM?”
- 17. HHEELLMM IISS…… …Euro-Asian style with American class. …the only thing that both Mods and Rockers agree on. …made for tramping the pavement.