Influencer Marketing: How Your Business Can Benefit From Popchips' Secret RecipeFebruary 6, 2013
When you think about popchips, the crunchy, salty, feather-light potato chip that seems to be everywhere–particularly in the top 10 of FORBES 2013 Most Promising Companies list–you probably think about the famous faces that (at least claim to) eat them.
Ashton Kutcher, Bruno Mars and—most recently—Katy Perry have done promotional spots for the brand, making it clear that CEO Keith Belling is a believer in the power of celebrity.
But FORBES recently caught up with Belling, 55, in popchips’ San Francisco HQ, where he revealed there’s a much more powerful ingredient in the company’s marketing mix—and it just might be you. “The influencer strategy hasn’t been built around celebrities,” Belling told us. “We’re looking for influencers within every marketplace, who are the people who help influence decision-makers within that community.”
Meghan Casserly, Forbes, February 6, 2013