126: Target the influencer in travel groups

Marketing to groups of customers can be a tricky one.
There is always someone in that group who will have influence over the final decision so it is them you need to convince.
But who are these people?
Research shows that when marketing to families it is normally the mother who will have the final say.
If you run a child orientated theme park or activity centre then it is the kids who will influence the parents buying decision.
A group of friends will leave the final decision to the main organiser.
Knowing the influencer will allow you to create a more targeted campaign.