Tinson J, Bristowe L & Nancarrow C (2005) How to Target Movers and Shakers. Admap, (461), pp. 40-42. http://www.warc.com/Content/ContentViewer.aspx?ID=e5344e56-6006-46c3-81ef-f337c2640b74&q=tinson&MasterContentRef=e5344e56-6006-46c3-81ef-f337c2640b74
Marketers can fast-track new products or marketing campaigns by targeting early adopters and opinion formers. Building on earlier research and work by Procter & Gamble, this paper tries to identify types of consumers key to successful product launches and likely to stimulate word of mouth marketing. It finds "opinion shapers" typically have 20% more connections than other consumer groups, and identifies their distinct media habits such as favouring consumer issue programmes, U.S. entertainment and fashion shows on television.
Admap, Issue 461