“Dainese is dedicated to producing the most effective safety solutions in every arena where athletes continually push the human body and mind to surpass their prior achievements. From our motorcycle racing origins to alpine skiing, mountain biking, competitive sailing and outer space.”(Dainese, 2017)

“Influencer marketing is all the rage these days. Businesses that utilise influencer marketing have a 37% better retention rate than those that don’t rely on word of mouth.” (Rohampton, J. 2017)

“Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalised basis.” (Grossberg, K. 2016)

Now lets take a look at how the influencers and sponsored riders for Dainese are doing on Social media in terms of popularity……

ADEYEMI: Entrepreneur, Founder/Owner of @Adeyemi.co https://adeyemi.co/

Twitter: 2,764 followers

Instagram: 37.4 k followers

YouTube: 21,097 subscribers

(Youtube, 2017)

Dainese has many athletes under sponsorship which all race using their leathers and safety gear, however Adeyemi is an exception as he does not race in any championship. The common interest of motorcycles brought the company and himself together.

Adeyemi is founder and owner of Adeyemi.co, which is a clothing line with east coast fashion in mind, alongside the thrill of speed. This trend for fashion and engines fits in really well and influencing a company like Dainese should be natural for him.

(Adeyemi, 2017)

Adeyemi began as an influencer, however being such an asset to Dainese he is now brand ambassador, this brings with it many more responsibilities like attending more events, more exposure and usually a long term contract.

Below is a video of Adeyemi supporting the company on youtube as brand ambassador:

VALENTINO ROSSI: Motorcycle Racer, with 9 Grand Prix World Championships to his name is also a public figure http://www.valentinorossi.com/

Twitter: 5.4 M followers

Instagram: 4.6 M followers

YouTube: 97,571 subscribers

(Wallpaperup,2017)

“Valentino Rossi is still an idol for the fans despite his recent results on track. On Twitter he now has more followers than motor racing stars such as Fernando Alonso, Jenson Button and Jorge Lorenzo.” (MotoGP, 2012)

Valentino has been sponsored by Dainese since the start of his professional career and this was enough to expose the brand to existing and new customers, however even though he is a giant of the sport that is not enough, and he himself has also taken part is the social media quest to reach out to new customers. Lets take a look at how Valentino contributes to this “search for supremacy” !!

 

#DaineseCrew

Dainese have created this hashtag which is very powerful and is used by both athletes sponsored by the company and people who wear their products and use the hashtag to represent the company and also to show others on social media they are wearing. Link below will take you directly the hashtag section on twitter. #dainesecrew.

Click here 

Do you want to know how to use hashtags effectively and the reasons for it being so powerful ?

Click here

 

Ranch movie

This clip is another example of Dainese bringing their sponsored riders to create a fun and easy watch video. The main advantage of this is engagement and if you engage with your audience you are most likely going to get their attention.  “83% of businesses say that video provides good return on investment” ( Hainla,L. 2017). Now thats a statistic you want to know about !!

https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/

 

Seven steps social media success according to (Kumar, V and Mirchandani, R. 2012)

 

“Our research suggests that by using this seven-step framework to identify and recruit individuals who are influential on social media, businesses can promote social media word of mouth about their product or service.” (Kumar, V and Mirchandani, R. 2012)

Looking at this diagram, you can see 7 individual steps one can take to social media success. If each one of these steps is executed correctly, one will achieve “social media success”.

However Influencers can be risky………. How ? you might ask !

Influencer marketing is probably the part of the digital marketing world that has the least amount of measurement and reliability, so to fully depend on this strategy is high risk.

1. Identifying the right influencer

“This is the most commonly cited hurdle by the fashion and beauty marketers surveyed, with almost three quarters (73%) saying it was the biggest challenge in working with influencers.” )(Simpson, 2016)

(Simpson, 2016)

These statistics above show the risks of adopting influencers, and the top one is identifying the right one at 73%.

“The problems don’t stop here, because even if you identify the right one, it is very difficult to track the “ROI’ return on investment. The only way would be for the business to actually show the gains and profits on the campaign. “It’s probably the only thing in digital marketing that exploded before there’s been any real benchmark for success. It kind of goes against a lot of what digital marketing is normally about, which is numbers, data and tracking.” (Rogers, C. 2017)

 

Bibliography

Adeyemi. (2017). Adeyemi. [online] Available at: https://adeyemi.co/ [Accessed 30 Nov. 2017].

Emeraldinsight.com.ezproxy.brighton.ac.uk. (2013). Steps to social marketing success: Creating emerging marketing strategies in the digital era. [online] Available at: http://www.emeraldinsight.com.ezproxy.brighton.ac.uk/doi/pdfplus/10.1108/SD-04-2013-0006 [Accessed 30 Nov. 2017].

Fryrear, A. (2015). We Investigate the Pros and Cons of Influencer Marketing so You Don’t Have To. [online] MarketerGizmo. Available at: http://www.marketergizmo.com/we-investigate-the-pros-and-cons-of-influencer-marketing-so-you-dont-have-to/ [Accessed 30 Nov. 2017].

Grossberg, K. (2016). The new marketing solutions that will drive strategy implementation. [online] Emeraldinsight.com.ezproxy.brighton.ac.uk. Available at: http://www.emeraldinsight.com.ezproxy.brighton.ac.uk/doi/pdfplus/10.1108/SL-04-2016-0018 [Accessed 30 Nov. 2017].

Hainla, L. (2017). Cite a Website – Cite This For Me. [online] Dreamgrow.com. Available at: https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/ [Accessed 30 Nov. 2017].

Harris, S. (2017). What Is An Influencer?. [online] Vogue.co.uk. Available at: http://www.vogue.co.uk/article/what-is-an-influencer [Accessed 30 Nov. 2017].

Kumar, V. and Mirchandani, R. (2012). Increasing the ROI of Social Media Marketing. [online] Sloanreview.mit.edu. Available at: https://sloanreview.mit.edu/files/2012/09/9a4df3d616.pdf [Accessed 30 Nov. 2017].

Patel, N. (2015). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/neilpatel/2015/08/17/how-to-harness-the-power-hashtag-as-an-entrepreneur/#5f1f57427983 [Accessed 30 Nov. 2017].

Rogers, C. (2017). What’s the ROI of influencer marketing? – Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2017/08/30/roi-look-like-world-influencer-marketing/ [Accessed 30 Nov. 2017].

Simpson, J. (2016). The three biggest challenges in influencer marketing. [online] Econsultancy. Available at: https://econsultancy.com/blog/67555-the-three-biggest-challenges-in-influencer-marketing [Accessed 30 Nov. 2017].

WallpaperUP. (2017). MOTOGP Grand Prix superbike bike motorbike motorcycle le-mans race racing g. [online] Available at: https://www.wallpaperup.com/815776/MOTOGP_Grand_Prix_superbike_bike_motorbike_motorcycle_le-mans_race_racing_g.html [Accessed 30 Nov. 2017].