For so long brands have operated on this model of selling and showing product, explained Avi Savar, Founder of Big Fuel at the New York Brand Advocacy Series event he co-sponsored with Zuberance at his offices.
Brand Advocates can’t be bullied into liking your product. You need to create a relationship with them. That can often come from just having a great product, great customer service, or both.
If you want Brand Advocates, you need to shift your communications from a “Show me/Sell me” model to a “Help me/Entertain me” model, said Savar. Building a relationship with a customer to turn them into a Brand Advocate is no different than building a relationship with a friend.
The best way to create engagement with customers is through social and digital platforms, Savar suggested. Content drives conversation and advocacy. It is a commodity which can be leveraged on behalf of a brand. Audiences are engaged by content especially when delivered in the right context.
If you do it right, you can build a relationship with the customer for life, said Savar.