← External Forces: Industry Specific (all topics)
Influencer marketing - electrical goods (dealer & electrician)
What it is
Wires, switches and small electrical goods reach consumers through electrical retailers, with the electrician usually choosing the brand. The homeowner rarely specifies wiring, so the influencer is not the buyer
Loyalty programmes, training and trade schemes target electricians directly
Impact on industries
- Reaches the actual decision-maker, and the relationship is slow for a competitor to attack because it must be built electrician by electrician
- Supports brand premiums in a product the end consumer cannot evaluate, since safety and longevity are invisible at purchase
- Trade schemes are a recurring cost that scales with volume and become a discount in disguise if incentives escalate
- Same structure as the mason-influencer model in building materials - the channel, not the consumer, is the customer