Like Asking Obama's Mother

Why is it that people always want to pretend that they have a great referral for every category and situation.
Move into any new neighborhood and ask one of your neighbors who is the best blankety blank. They immediately will tell you "Oh, I gotta guy named Oscar. He is the best". " Just google him under this name. "
The funny thing is that person may or may not have ever even used the product or service.

So if they didn't ever experience the work or results, why would they give out the referral in the first place. To analyze this phenomenon we must examine human behavior and psychology.  It appears that it makes people feel good to be the "go to" guy or the neighborhood concierge. The only problem with this activity is that people sometimes receive really inferior referrals. 

From an advertising and marketing point of view, this is crucial and defines why you must also target and aim towards  the famous "INFLUENCER". Think of the world made up of three circles within one big circle. A tiny circle consists of new prospects interested in your product. The middle circle is your current customers and the large circle is the Influencer. Influence marketing is quite an art. It takes patience, frequency and a strong message that will resonate with emotion. 

Having a jingle that stays in people's minds, a hook line that captures an image in the minds eye or a storyline that connects, is what helps the influencer maintain top of mind awareness.  If you asked President Obama's mother to name a great furniture store that her son shops at, she probably would have a hard time telling you on the fly. However, if their was a creative message for a furniture store that played multiple times, the odds of her suggesting it would go up dramatically. 

This is not just a simple point of advertising working, but how a ongoing campaign turns non buyers into ambassadors for your brand, regardless if they are ever going to purchase your product or service. Try and remember to focus the creative of your message on how best to benefit the target audience, but don't forget about all the people that will never buy from you, but will gladly tell friends and coworkers how to find you.
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