George Silverman recommends marketing with influencers in research settings. To reach and communicate with them, he uses telephone-based research groups with respected authorities who (a) have been provided with the product in advance, (b) have experienced positive results and (c) will recommend it during the research sessions.The sessions are planned to enable the other members of the group to verify information about the product.
Silverman is convinced that direct experience is the best way to market a good product (for example, free trial and sampling), but it's often difficult to implement. Making the experience available indirectly and over the phone from a trusted source is the solution he recommends - in particular for marketing pharmaceuticals.70 For more details about influence research see Chapter 1.
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