Taking a Multi-Tiered Approach to Influencer Engagement

Taking a Multi-Tiered Approach to Influencer Engagement Jason Falls 30:07

What’s the sexiest medical device you can think of? I recently discovered that eyeglasses are technically considered a medical device. And that puts them squarely in the crosshairs of style and Fashion.

Marissa Cundiff is the vice-president of marketing for Kenmark Eyewear, a manufacturer that supplies some of the most recognizable sunglass and eyeglass collections in the world. Vera Wang. Lilly Pulitzer. Gemma Styles and the list goes on. They do both their own brands and collaborations like all of those. They have a direct to consumer play in Baxter & Bonnie, but mostly sell through eyeglass retailers.

That sets them up to have an interesting approach to influencer marketing. Yes, they have the big celebrity product lines, so that’s one segment. They gift eyewear to micro and nano influencers which is another. They also participate in some paid partnerships with mid-tier and mega influencers which is a third.

But since they primarily sell via channels—they’re mainly a B2B brand—they use the influencer content to supply their retail partners with inspiration, as well as to create awareness that might lead to sales.

Marisssa and I caught up recently to dive into her and Kenmark’s experiences, learnings and approach to influencer marketing. They seem to have carved out their own pathway to leverage influencers in effective ways for them, rather than following the industry trends and hype. And it’s working for them.

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