brand advocate strategy

Top 10 Ways to “Sell” a Brand Advocate Program to Your CMO

You’re excited about starting a Brand Advocate program. Now you need to “sell” your CMO or VP marketing on the idea. Here’s some advice and guidance on how to get your CMO’s blessings and budget for an advocacy program:

1.      Keep it simple. Advocacy is a fancy term for Word of Mouth marketing. Some people may not understand or even heard of the term “advocacy.” But your CMO (and nearly all business people for that matter) know the power of Word of Mouth. So instead of saying to your CMO, “We’d like to start an advocacy program,” try telling them: “We’d like to start a Word of Mouth marketing program.”

2.      Find the CMO’s pain/attack the pain. This is “sales 101.” Focus in on the CMO’s pain and show him or her how an advocacy program will help fix it. See chart below:

CMO Pain How Advocacy can Help Real-world example
Negative Word of Mouth, e.g. low online ratings Boost online ratings Symantec doubled its star ratings and increased sales 200% on Amazon.com in one quarter after energizing its Advocates
High customer acquisition costs Lower customer acquisition costs Ooma, a VoIP provider, cut acquisition costs 54% by energizing its Advocates
Get more value from Facebook marketing Find Advocates from among Facebook fans and turn them into a marketing force Ancestry.com has identified over 2,000 Advocates on its Facebook page, and is inviting Advocates to share testimonials plus offers with their Facebook friends.

3.      Give your CMO the “word” on Word of Mouth. 94% of consumers trust Word of Mouth; only 24% trust ads, Nielsen says. If you have information about the influence of Word of Mouth on your company’s sales, give it to the CMO. If you don’t have this research, ask your sales team. Many companies get more than half of their sales from Word of Mouth.

4.      Show your CMO negative Word of Mouth about your company. Negative Word of Mouth comes in many forms: poor reviews and ratings; nasty posts on Facebook and Twitter; venomous comments in online forums. Screen-grab this content and show it to your CMO. Or just have your CMO type in your company or brand name with the word “sucks” and see how many hits you get.

5.      Prove that negative Word of Mouth – even a little – can hurt your company’s sales. If your CMO responds by saying, “Oh well, a few negative reviews aren’t a big problem,” share research with him or her that proves that even a few negative reviews can kill your sales and ruin your reputation. One negative post on social media, on average, has as much impact on customer purchase decisions as five positive posts, NM Incite says. And 80% of consumers change their mind after reading a single bad review, according to a survey by Cone, a Boston-based strategy and communications agency.

6.      Provide stats proving that positive Word of Mouth boosts sales. Numerous studies prove that advocacy drives sales. A one-star increase in ratings on Yelp can boost restaurant sales by 5% to 9%, a Harvard study showed. And companies with only 12% higher Net Promoter Scores (a measure of advocacy) grew their revenues 2X faster than companies with lower Net Promoter Scores, according to a Bain study.

7.      Set clear expectations. When making the case for advocacy, it's important to estimate on how many Advocates you can identify; how many will recommend your brand and product; how many will create and/or share or publish positive reviews, testimonials, etc.

8.      Focus on Return on Advocacy. Advocate marketing programs have compelling, measurable ROI as measured by media and sales value. Club One Fitness, a San Francisco-based fitness chain, got $525,000 in lifetime membership revenues from a two-month advocacy campaign. And Parallels, a software company, got a 30% sales conversion rate when Advocates shared offers and testimonials with their peers. To help you estimate the Return on Advocacy from an Advocate marketing program, download "What's a Brand Advocate Worth?".

9.      Show why your company should move some of its marketing dollars into advocacy. About 90 percent of most company’s marketing investments go to traditional marketing like ads. Yet only 1 in 5 CMOs say they’re getting the marketing results they want. Arm yourself with the facts: What’s your sales conversion rate for traditional marketing programs? How many leads are you getting? How qualified are these leads? Then, drawing on relevant case studies and examples, show how advocacy programs are more effective and less expensive than traditional marketing programs.

10.  Show how a Brand Advocate program will super-charge your company’s Content Marketing Program. Depending on the size of your company, your company may be spending millions of dollars developing content. (Companies spend about 26% of their marketing budgets on developing content, one study showed.) One design firm charges $10,000 to $15,000 for a single infographic! Show how a Brand Advocate program will deliver thousands of pieces of premium content like highly positive reviews and glowing customer testimonials for less than the cost of brand-developed content. Ancestry.com, the popular genealogy website, generated over 6,800 glowing Advocate testimonials in less than 90 days.

-Rob Fuggetta, Founder & CEO, Zuberance, and author, “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force” (Wiley, 2012)

Webinar Recording: Advanced Techniques for Energizing Your Brand Advocates

You're already sold on the power of Brand Advocates. You’re identifying and energizing your Advocates now to recommend your brand and products. What’s next? How can you get the greatest possible bang from your advocacy buck? How can you fully harness the power of Advocates to build your brand and business? Watch the webinar below to learn about "Advanced Techniques for Energizing Your Brand Advocates." (Click here to watch on Slideshare.)

View more videos from Zuberance

10 Advanced Brand Advocacy Tips

1. Grow your Advocate Army. New customers, returning customers, and passives are three segments that brands can look to in order to identify and energize Advocates.

2. Leverage multiple touch points to identify and engage with Advocates: email, website, social channels, mobile, in-product, physical stores, customer service.

3. Use the full array of Advocate applications: reviews, stories, answers, offers.

4. Take Advantage of Advocate Apps. Various Advocacy apps can directly address marketing challenges and/or opportunities. For example, certain properties of a hotel chain are receiving poor online ratings and reviews. Using Advocate reviews, this hotel can focus their enthusiastic and highly satisfied Advocates on rating and reviewing these properties on third party review sites like TripAdvisor.

5. Energize Advocates by Segment. Not all Advocates are alike, so building a segment-driven Advocacy program is key to any brand advocacy strategy. Vary your messaging to target different Advocate segments and create distinct goals for approaching each segment.

6. Mobilize Advocates. Use Advocate applications to mobilize your Advocates around specific situations or opportunities. For example, Advocate stories can aid in brand repositioning, Advocate offers can drive lead generation, and Advocate reviews and stories can help to combat negative Word of Mouth.

7. Leverage Advocates for launches. Energize your most passionate customers pre-launch to build buzz and awareness about your new product.

8. Leverage Advocate content smartly. Advocate-generated content is digital gold. Place Advocate content on multiple pages on your website, on a dedicated tab on your Facebook page, in your paid search ads, etc.

9. Set it and forget it! Setup email marketing campaigns that ask new customers if they would recommend your product and write a review two weeks after the purchase.

10. Promote causes. Rally your Advocate Army to promote a charity and spread awareness to their social networks.

-Cara Fuggetta, Marketing Manager, Zuberance