Here's another productive way to leverage Advocates: showcase Advocate reviews in your advertising.
The Puerto Rico tourism council is running full-page print ads in Southwest's in-flight magazine featuring an Advocate review from TripAdvisor. The headline created by the Advocate is an intriguing one: "I lost my heart there."
Making Ads Work Better
Most people don't trust or pay attention to ads, studies show.
Featuring Advocates in ads is smart because consumer reviews are highly trusted and influential:
- 70% of people trust consumers online reviews (source: Nielsen)
- Positive reviews -- not price -- are the primary factor behind travelers' hotel choices. (source: SAS and Pennsylvania State University study)
- Given equal prices, travelers are 3.9 times more likely to choose a hotel with higher review scores and 76% are willing to pay more for a hotel with a higher review score (source: NYU study)
Zuberance has a new advocacy solution called "Advocate Ads" that promises to deliver better ad results by systematically featuring Advocate reviews and other recommendations in paid media.
We'd be glad to share more about this with you.