My computer’s dictionary defines a tastemaker as “a person who decides or influences what is or will become fashionable.” We all personally know a tastemaker—or a few! These people do not necessarily have to be a celebrity or a very wealthy person. A tastemaker can be your very social friend, or that volunteer at your church who knows everyone and their mother, or your local journalist. In Malcolm Gladwell’s book The Tipping Point he refers to these people as connectors: people who know everyone. Can you picture this person?
So why am I talking about these people? Well, these people are crucial in getting the word out about your company, your new product, etc. If you succeed at presenting your brand in an exceptional light to a tastemaker, you may possibly also have a new spokesperson. When these people experience something they really enjoyed they’re likely to spread the word. And unlike the common person, tastemakers have a network that include a lot of people—many who are tastemakers as well.
If you’re looking to get the word out about your new product, I encourage you to identify the tastemakers in your community and introduce them to your new venture. Plan a well thought out event where and invite these people. Let’s say you invite 20 people and they all leave extremely impressed. These 20 people can now possibly your unofficial brand ambassadors. That fancy event was worth I, wasn’t it?
xoxo,
Loren
