The importance of Influencer Marketing

In the consumer durable supply chain, influencers are not Gen-Z urban youth posting on social media. Rather, our influencers are the agents responsible for a large part of the end consumer’s buying decisions. For example, someone constructing a house for themselves will rely heavily on a plumber to select piping, an electrician to decide the wiring, and equally so, the architect to select the latest styles of laminates that match the interiors of the rest of the house.

Thus, these influencers (the electricians, plumbers, architects) play an important factor in choosing suitable products to their consumers. Even though the end customer is a home-builder, the buying power rests with the influencers. It is important for Dagaworld to target and educate influencers about our brands in order to create a “Pull” factor for our products, along with the traditional “Push” factor that we utilize to sell to our dealers and wholesalers. In order to achieve this, we are responsible for holding influencer meets at the urban as well as the rural level to embed a sense of community for our brands and the influencers. Our on-ground salesmen showcase the products, educate influencers on newer products, distribute electrician kits and goodies, and give inventive schemes to influencers in order to motivate them and build a stronger connection between our brands, our dealers, and our influencers.