Featured Agency: STEP

By Christina Dreyer, Senior Influencer Specialist , 04.11.2019, www.step.dk

Who is STEP?

Regardless of whether you want to sell products, services, create loyalty or change opinions, we at STEP believe that we need to change opinions before we can take your business to the next level.

We differentiate our selves on being very data-driven, to understand what preferences, barriers and behaviour we need to change for our clients.

STEP contains +130 specialist with the main office in Odense, Denmark and two smaller offices in Holstebro and Copenhagen. We believe in holistic thinking and we know that this is what creates the best results when you can collect everything from strategy to execution in one place.

What are your clients concerned about at the moment and how are you helping them?


Our clients and companies that are considering influencer marketing in general, are afraid of investing the number of resources it takes to realize the goals they have.

A part of this is because it’s a developing market, where the value of an influencer marketing campaign becomes more measurable, but there are still parts such as the sale in physical shops that is still hard to attribute back to the influencers. 

We always make sure to match the expectations with our clients and giving them our best practices to showcase how far influencer marketing has come when it comes to discovering influencers, qualifying influencers and even measuring the results. 

Christina Dreyer, Senior influencer specialist at STEP

Regarding the micro-influencers, we use the prediction function from Woomio, where we can choose the participating influencers and estimate the output of the campaign.

This easily shows us how we can’t accept an influencer with 1.500 followers requesting € 275 for collaboration – especially not if the reach is the KPI for the campaign. 

Your biggest challenges previously and how did you overcome them?


I think we have two main challenges currently and they are actually quite different. There is, of course, this constant talk about fake followers, that we have been debating a lot about with concerned companies considering to start integrating influencers as a part of their media mix. 

Besides this, we see a tendency that micro-influencers starting to request larger sums of money for collaborations. 

The first challenge have we overcome by constantly being transparent to all companies that we talk to. Because we have a data-first approach, we can’t miss if the given influencers universe is based on a real foundation or not. 

Our most important job is to make sure the data is matching our clients target audiences, which we do by onboarding our influencers to Woomio, so the influencers can share their data with us straight from their insights.

Christina Dreyer, Senior influencer specialist at STEP

Regarding the micro-influencers, we use the prediction function from Woomio, where we can choose the participating influencers and estimate the output of the campaign.

This easily shows us how we can’t accept an influencer with 1.500 followers requesting € 275 for collaboration – especially not if the reach is the KPI for the campaign. 

Your best advice for succeeding with influencer marketing as an agency

My best advice is to make room for a qualified data tool, that the influencers trust. We wouldn't be as successful as we are today, without the data.

Christina Dreyer, Senior influencer specialist at STEP

Also, remember to prioritize the time and the resources on using it in the most productive and strategic way.

Your biggest learning in the industry lately


That influencer marketing has become a marketing channel that people love to hate and that people are consuming all the bad articles about influencers without any sense of critical reading. 

This means that companies involved in influencer marketing are taking a risk, and this must be done with great professionalism and seriousness, which requires data. The only way to keep control of this is through a data tool. 

Besides this, there are also many actors in the industry and everybody wants their piece of the cake, so if you want to succeed within the competition it needs to be done right. If you’re not doing it right, you have lost before you even started. 

How do you see influencer collaborations in the future?

 
I think that we as a company and agency get more of the power back in that way that with the data we can challenge the pricing and delivery even more than we already do.

Increased demands are also placed on influencers and their credibility, because we see more sponsored posts than ever before, and that high level of credibility needs to be maintained if we don’t want to kill this industry. 

In addition, more and more agencies will use data tools, because of two simple reasons: 1) Companies will require it. 2) It will never ever be a good business if you can’t automate your processes.

Influencer marketing campaigns are time-consuming, but that’s exactly what makes it work!