Opinion leaders: They call the shots
Advertisers go out of their way to court opinion leaders—because their decisions often have a huge impact on those around them. Which media channels do Switzerland’s entrepreneurs, board members, influencers, and C-level executives use? And what’s the best way to reach them there?
It is an exclusive and select group of individuals with profound and well-defined opinions. Opinion leaders can include business executives, subject matter experts such as scientists, politicians, media professionals, or celebrities. These often charismatic individuals frequently hold key positions in their respective fields and can influence the opinions and decisions of others.
According to the «Brand Indicator Switzerland» study, approximately seven percent of the Swiss population are opinion leaders. In the communications industry, the term «opinion leaders» is often used to refer to executives as well, since their typically above-average incomes make them an attractive target group for many industries. According to Monica Jäggi, founder of the media agency Konnex, C-level executives are an important target group for many industries, but they are not easily reached through traditional media channels—whether online or offline. Furthermore, relevant studies on this topic are lacking, as the «MA Leader» study has not been conducted for several years, as Jäggi notes with regret. While the «MACH Basic» study can more or less replicate the target group of executives, “the ‘MA Leader’ study offered significantly more breakdown options and thus greater depth,” summarizes the owner of the Winterthur-based media agency.
Since last year, WEMF has been publishing the so-called «Executive Study» every three years on behalf of the NZZ. The first survey was published in October. A total of 2,090 people from German-speaking Switzerland were surveyed. «An important finding is that print continues to build trust,» says Stefanie Hitz, Marketing Manager for Strategy & Research at NZZone. For example, 93 percent of those surveyed stated that they trust paid print media the most when it comes to reliable information. For the «NZZ am Sonntag,» this figure is even slightly higher at 94.1 percent. The Executive Study focused exclusively on print media and their corresponding online offerings.
Monica Jäggi welcomes media companies getting involved in research. At the same time, however, these studies would always carry a certain flaw. «Their independence is called into question.» By partnering with WEMF, however, the NZZ has secured a certain seal of approval for its executive survey. But even though the study was conducted in collaboration with WEMF, it remains a marketing tool for NZZ Media, the Konnex CEO continues. «Nevertheless, it provides valuable data for media planning when the target audience of business executives is to be addressed.»
The advertising marketing and brokerage firm Goldbach Group also notes that it is difficult to define the «opinion leaders» target group in official market and audience studies and to analyze their media usage. «We don’t have any data there on »personal influence« or on which individuals influence others in specific areas,» says Simone Schulz, Head of Brand & Content Marketing at Goldbach. The specialists in Küsnacht see one possibility in defining the “executives” target group and describing their media usage, although this, of course, greatly limits the definition of an opinion leader.
A wide range of opinion leaders
Frank Bodin, the former CEO of Euro RSCG and Havas, is putting opinion leaders and influencers to the test with the «Brand Indicator Switzerland» study. For the advertising executive and entrepreneur who launched the Swiss Brand Indicator, opinion leaders are highly active individuals who enjoy above-average prestige and demonstrate a high degree of credibility.
In addition to the general population, the Brand Indicator study also surveys more than 300 influencers between the ages of 17 and 64. «You shouldn’t just think of older board members and CEOs. There are more and more young people at the helm—in business, politics, and the media as well,» says the renowned advertising executive. He adds that influencers must also be included in this group. However, these aren’t 14-year-olds sharing makeup tips, but rather credible figures with a large following and significant influence, explains Bodin. This group also includes, for example, athletes and artists.
The Brand Indicator Switzerland, which covers all major brands and was published for the second time in October, aims to predict the future performance of brands based on consumer and influencer ratings. According to the latest study, the NZZ shows great future potential among traditional media outlets, having made a significant leap forward in the rankings. Based on the survey of opinion leaders, «Bilanz» and «Handelszeitung» are also expected to be in high demand as sources of information in the future. SRF, with all its channels (TV, radio, and online services), remains Switzerland’s strongest media brand. However, SRF media will face significantly stronger competition from abroad in the future: According to the Brand Indicator, YouTube, Netflix, and Spotify also score excellently among opinion leaders.
Radio and TV are popular
«According to »MA Strategy,’ 77 percent of executives watch TV regularly,” confirms Simone Schulz von Goldbach. Traditional radio is also very popular among executives: 73 percent listen to the radio regularly. Despite the high usage rates, Monica Jäggi believes that the wastage associated with TV or radio is still too high when trying to reach this target group. There are more suitable media channels for that purpose. In principle, however, the choice of media channels always depends on the communication goals and the messages to be conveyed.
«SRF, with all its channels, remains Switzerland's strongest media brand.»
Pictet relies primarily on personal recommendations and contacts when it comes to the important segment of opinion leaders. According to José-Manuel Pombo, Global Head of Marketing at Pictet Wealth Management, the Swiss bank takes a targeted local approach through client referrals or by leveraging events and relevant networks. «We also maintain a broader global approach through advertising and investment-specific content in the *Financial Times* and *The Economist*, sometimes supplemented by local media.» This is always a mix of print and digital, with a growing share of digital, as Pombo reveals.
Media-Savvy Advertising King
Frank Bodin is himself a typical opinion leader who keeps himself well-informed across a wide range of topics. «The NZZ and the Handelszeitung are at the very top of my personal list.» He also reads the «Tages-Anzeiger» and «Schweiz am Wochenende» frequently. The well-known opinion leader also satisfies his daily need for information by listening to the radio—specifically SRF 2 and 3. Bodin is also a fan of *The Economist*, and the renowned advertising executive occasionally delves into the *Financial Times* and the *Süddeutsche*.
«Opinion leaders are increasingly turning to controversial content in order to form their own, independent opinions.»
The Zurich-based consultant continues to use LinkedIn, Instagram, and Twitter. However, his social media activity has declined in recent years. Instagram isn’t about information anyway, but entertainment. «But the entertainment value there has been getting smaller and smaller, and the feeling that I’m wasting time has been getting bigger and bigger.» These days, he’s only on Meta’s photo-sharing platform for professional reasons. He’s also on LinkedIn less and less frequently: «The business network is a good source of information, for example, to check the background of business partners.» However, the harassment from performance marketing salespeople and LinkedIn’s self-promotion as a job portal have now become absolutely borderline. Christoph Grenacher, a former editor-in-chief at multiple publications who works with his agency, Mediaform, to support various opinion leaders, notes a dwindling trust in media outlets among his clients. «Opinion leaders are increasingly turning to controversial content in order to form their own, independent opinions.» The pandemic has led to a decline in the diversity and openness of the media with regard to the range of topics covered. This is coupled with a further polarization of opinions and—a trend particularly (though not exclusively) evident in the business sector—a «rapid decline in journalists» expertise.”.
Opinions Take Time to Form
As a partner to opinion leaders, Grenacher is a listener, a challenger, and an enabler. «He always emphasizes that opinions need time to »mature,« just as viewpoints and positions require persistence and goals require a clear strategy.» The 67-year-old, who has previously worked for Orell Füssli Holding and Swiss Life, also dispels a myth often associated with opinion leaders: “Loudness and media presence aren’t the essentials; rather, it’s the knowledge of how to leverage one’s network in a way that creates momentum that serves the cause.”
REQUESTED
«Packaging and presentation are just as important as content.»
Klaus Kappeler was a co-founder and CEO of the Goldbach Group.
m&k: Nearly 29 years ago, you laid the groundwork for the Swiss advertising slots that air today on RTL, VOX, and Pro7. Nine years ago, you stepped down from Goldbach, and today you’re active as an investor in various startups. What media do you use?
Klaus Kappeler Early in the morning, I read the print edition of the NZZ thoroughly to get an overview. Then I check the online services of Blick and SRF to stay informed about what’s happening in Switzerland.
Do you turn to these media outlets because of their credibility or because of the topics they cover?
I enjoy reading editorials, commentaries, and opinion pieces to broaden my own perspective and expand my horizons. The NZZ offers a good platform for that. But exchanging views with various experts is just as important to me. For example, I regularly discuss politics and EU issues with a German journalist. A sharp outside perspective is good for us Swiss.
What TV shows do you watch?
I watch «Tagesschau» from time to time and «Arena» only rarely. But I’ve noticed that host Sandro Brotz is popular with young people. Not just because of the topics, but because of his cool demeanor. Presentation and appearance are just as important as content. Otherwise, I use Netflix for entertainment and Sky for sports.
Has your media usage changed in recent years?
Since I'm no longer involved in day-to-day business, I read more and watch less TV. It's both enriching and a luxury.
Are opinion leaders like you still as interesting to advertisers today as they were in your day?
Advertisers wanted to capitalize on the image and prestige of opinion leaders for their products and services. Today, in my opinion, this transfer of image from the product to the target audience is shifting more and more toward influencers. It’s a new, rapidly growing area of marketing that skillfully leverages online channels.
