Influencers are now an integral part of our lives and our industry. Ignore them at your peril, writes David Gilroy.
The Zoflora brand was first established by Yorkshire based firm Thornton Ross in 1922. Now owned by Stada Arzneimittel of Germany it has garnered a loyal following of supporters. Zoflora offers a range of cleaning and disinfectant products across the kitchen and bathroom for general domestic use. I had been aware of the brand for many years but (wrongly) not seen it as stand-out until I first met Sarah. I happened to be working in a cash & carry when Sarah approached me and asked why we kept selling out of Zoflora Springtime Concentrated Disinfectant. Frankly, I didn’t know and offered to find out. For Sarah who runs a busy café in North London, this wasn’t good enough – in fact it was a pathetic response. Didn’t I know that Zoflora was recommended by Mrs Hinch? And if I was any good at my job, I would know this and increase stock levels accordingly. Suitably chastened I checked the sales history. Sure, enough Sarah was right. Zoflora was continually selling out. Just as intriguingly who was Mrs Hinch?
Mrs. Hinch (Sophie Hinchliffe) has become a household name in the cleaning and home care industry, amassing millions of followers on Instagram through her cleaning tips, product recommendations, and lifestyle content. While she primarily targets domestic consumers, her influence is increasingly spilling over into the hospitality sector, where cleanliness, hygiene, and presentation are paramount. The hospitality industry has always prioritised hygiene, but in the post-pandemic world, guests have become more cleanliness-conscious than ever. Mrs. Hinch’s meticulous cleaning routines and product endorsements have raised expectations for what “clean” really means. Hotels, restaurants, and other hospitality businesses are adopting her cleaning techniques to ensure they meet the high standards that guests now demand. For example, boutique hotels and Airbnb hosts often follow her cleaning routines to create a spotless and welcoming environment, leading to better reviews and repeat customers.
Mrs. Hinch’s endorsements have led to an increased demand for specific cleaning products, many of which are now being used in commercial settings. Hospitality businesses are taking note and incorporating these products into their operations to align with the high standards she promotes. Besides Zoflora, other endorsements include, Elbow Grease Degreaser, The Pink Stuff and Dr Beckmanns Stain Remover. Mrs Hinch is a “cleanfluencer” and each post can make her a four-figure income. She is now a multi-millionaire. That fateful encounter with Sarah woke me up to the power of Instagram, TikTok et al, influencers and their impact on the grocery sector. Influencers – who are these people?
A great example is Prime, an energy and hydration drink brand. It was launched in the UK in June 2022 by YouTube influencers KSI and Logan Paul, in collaboration with Congo Brands. The brand’s rapid ascent in the energy drinks market is attributed to a combination of influencer marketing, social media buzz, and viral stunts. Over the span of 2022 and 2023, Prime gained immense popularity through a growing social media presence, facilitated by the co-owners’ combined YouTube following of nearly 40 million subscribers. I think it is fair to say that the popularity of the brand blindsided the trade, creating a demand that the traditional channels were unable to fulfil. This surge in demand caused high prices among online resellers, with reports of twelve bottles being listed for £400 on eBay and apparently “chaotic scenes” at Asda and Aldi supermarkets in the UK. By the time the sector had caught up, the brand was on the slide and sales had flattened.
In the digital age, influencers are no longer just a marketing tool for consumer brands. Their reach and authority have extended into the wholesale and B2B sectors, reshaping the way businesses market their products, generate leads, and establish credibility. While traditional B2B marketing has relied on trade shows, cold outreach, and relationship-building, influencers, particularly industry experts, thought leaders, and niche content creators are proving to be powerful assets in the B2B space. Wholesale and B2B businesses often struggle with visibility due to the specialised nature of their industries. Influencers, especially those who focus on specific sectors, help businesses reach a targeted audience that is already interested in their products or services. The explosion of street food is a good example. Vibrant and exciting, this is a relatively new strand of hospitality, and it is going mainstream – as featured on BBC’s MasterChef. Influencers include Ben Newman (Spudman), Anton Clark, Spud Bros and Notorious Foodie.
Influencer marketing also drives direct sales. Many B2B influencers create in-depth content such as webinars, whitepapers, and LinkedIn articles that educate and engage potential buyers. These pieces of content can serve as lead magnets, attracting high-intent prospects into a business’s sales funnel. Additionally, affiliate marketing and referral programs with influencers can incentivise their audience to try out a B2B solution, leading to measurable sales growth.
Wholesale and B2B businesses often rely on content marketing to educate their audience. However, creating engaging and authoritative content can be challenging. Collaborating with influencers can boost content strategies: real world experiences, posting on Twitter, LinkedIn or You Tube, or featuring in store or on brochures. Tesco and Savers worked with Mrs Hinch recently. Wholesale buyers and B2B customers often look for peer recommendations before making a purchase. Influencers act as trusted voices within their industries, providing validation and helping businesses make informed decisions. Beyond direct sales, influencers help businesses build long-term relationships. Their endorsements can open doors to strategic partnerships, collaborations, and networking opportunities. Engaging with influencers can also position a B2B company as an industry leader, making it more attractive to potential clients and investors.
Constantly checking and scanning social media is becoming an important part of market intelligence for early signs of influencer trends and potential customer demands. A significant number of independent retailers have told me that they get their new product cues from their peers or family members via social media. Influencers are now an integral part of our lives and our industry.
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