What is the power of influence? This past week, Nancy Reagan passed away. The former first lady and wife of Ronald Reagan is credited for the success of her husband’s rise to political prominence as, first, the governor of California and, then, as the president of the United States. Nancy Reagan did not have an official title. She did not hold political office, nor did she run a large corporation. Even though she had been an actress, she had not hit the Hollywood scene large enough to sway public opinion through her movie star name recognition – few people could name one movie Nancy Reagan acted in. However, she had enormous influence, not only on her husband, but over an entire nation. Love her or loathe her, the woman White House staffers referred to as the "Queen Nancy” left a very large mark on the perception people had of the White House in the 1980s, the impact President Reagan had on the nation, and its place in the world.

Here is the marketing lesson you need to learn from Nancy Reagan: if you want to be effective in making a sale to your customers, you have to know who influences them. When you have figured that out, you must leave a positive taste with the influencers or your marketing will be in vain. I find that most companies know whom they are targeting for a sale. They understand who their customers are. Few understand who the key influencers of their customers are, nor do they think they have to try to sway their opinions. Neither did some of President Reagan’s staff. When he got to the White House, many thought Nancy Reagan would find a cause as First Lady (she did, with the "Just Say No” to drugs campaign) and leave leading the country to the hired "experts” (she did not, choosing instead to fiercely oppose those who might drag down her husband’s reputation.) Those who chose to try to circumvent her found themselves out of a job. Those who chose to work through her found the golden ticket to reach the president.

Just how should you market to the influencers of your customers? If they are not buying from you, what do you want them to believe about your company and its products or services? First, that your brand is recognized. Secondly, that it stands for quality. I may not be in the market for a semi truck/tractor, but I could tell you that I believe Peterbilt makes good products. Why would I think that? I have seen them on the road for years. I recognize the brand. They have built an image in my mind of a quality over-the-road vehicle. Should that matter to the Peterbilt Motor Company? It should if I am influencing someone who is in the market for a heavy-duty truck. Then it should matter immensely that I can recognize their brand and I think good things about it.

So what are you doing to get your brand in front of influencers? First, check where you are spending your awareness marketing dollars. For instance, many companies are asked to sponsor charitable events this time of year. Before you sponsor a hole at a golf outing or put up a banner for a kid’s soccer league, ask yourself if the people at the heart of these causes have any connection with your customers. If so, go for it! You have made a connection with a possible influencer. If not, I would question whether you are spending your marketing dollars successfully. Secondly, check your social media for posted comments. Social media is a great influencer of your customers, especially when something negative is posted about your brand. If someone leaves a negative comment, do your best to fix the problem. I mentioned the Peterbilt Motor Company. They have a network of dealerships throughout the world. If a dealership messes up and negative comments are posted, the corporate marketing department is tasked with responding to the person and to try to make the situation right. It is a function of customer service, yes, but it also serves as a marketing tool to the influencers. Pay attention to your Google Places listings. It is typically the most visible item that comes up in a Google search. It is very easy for people to review your company. Pay attention to both the positive and negative comments. It could be the difference between successful marketing and falling on your face.