What is a non-media connector? Discuss the reasons why non-media connectors play an essential role in the development of an MPR campaign

Question

What will be an ideal response?

Answer 1

Media are not the only promotional outlets available to firms that wish to communicate with their customers. While conventional print and broadcast media vehicles have been around for decades, firms seem to be paying a great deal of attention to the use of non-media connectors (NMCs) to reach out to consumers. Non-media connectors provide a means of generating word-of-mouth through electronic and live channels. A non-media connector typically is active within a specific industry or brand arena. NMCs can either be professionals associated with certain brands or industries, or ordinary customers who are passionate about certain brands, products or companies.

Because word-of-mouth is a powerful marketing tool, NMCs can be vital to the success of a modern MPR effort. Marketers using NMCs need to understand just how to leverage these connectors' devotion to products and companies within the sometimes large social circles of the connectors themselves. NMCs can have tremendous influence among friends, family, professional colleagues and other social groups. They often rely on face-to-face communications, blogs, other social networking tools and live events to share stories and opinions. Marketers can harness the power of NMCs to actively build relationships with their ultimate customers by encouraging and supporting the activities of NMCs. Marketers can accomplish this by channeling content and events to NMCs, which the NMCs can then share exclusively with consumers in their particular sphere of influence.