Search Results for: advocacy

RE: The high street is dead, long live the high street

I couldn't agree more that the high street needs to be different in order to truly draw and engage consumers, and brands really need to offer an alternative to a consumer's regular shopping experience in order to get them off the internet and back onto the high street. Pop-up shops are the perfect solution to this. Their limited 'miss it, miss out' time frame builds intrigue with consumers, especially if coupled with an effective PR launch that helps to create excitement towards the brand and a buzz around the store. Further to this, pop-up shops can be dressed extremely creatively and built from scratch, enabling them to have stand out on the high street and offer a truly sensorial experience of your brand. I agree that despite the increase of internet shopping, consumers do need to have that tangibility in order to drive purchase, and pop-up shops enable consumers to engage with a brand that could be predominantly based online, increasing brand loyalty and advocacy. Michelle Morris, Senior Account Manager, RPM Pop-up Division. www.rpmltd.com

Peugeot launches Twitter customer care service

Peugeot is launching its first customer service channel on Twitter to improve brand advocacy.

Read: Peugeot launches Twitter customer care service.

Re: Do you think that your directory represents you?

Online businesses have their own uniqueness and similarities. These organizations use a variety of techniques, their own websites. They are usually in a different site sales. Will the link from its construction, its use of SEO techniques. Lobbying or advocacy work to be done some time. I think that talking about a directory is a sensitive issue to deal with.

Re: PPC or SEO?

Hi,Christiaan-

 This is what I tell my clients...

 If you want a "quick shot in the arm" do PPC. SEO is a process and you can get PPC up and running immediately. That said, it's not easy to really fine tune a campaign so that has a high conversion rate.

 I'd personally suggest a combination of PPC and SEO. Long-term SEO will produce more results (IMHO). More and more, PPC conversion rates are decreasing. Why not consider brand advocacy via social media too?

 Good luck!

Lisa

RE: The death of the brand website?

This is where the old 'command and control' model of managing businesses and brands needs to evolve. Smart brand management does mean proactively opening up to customers, and the value of the social media platforms encourages 2-way engagement. However, this front-end activity needs to impact on the back end - culture, thinking, attitude of the people within the business, and how that business functions. The winners will be those that openly embrace it, and are smart enough to manage their brands so they empower the customer and generate a sense of 'ownership', and in doing so generates advocacy.

RE: The Dawn of Engagenomics

Great article Mike. For me the 'end' doesn't actually exist. By engaging with the audience in the right way through each stage of the customer journey, ensuring expectations are exceeded across at every touchpoint, advocacy becomes possible and customer to customer advertising begins to build your brand awareness levels. This combines with your advertising/acquistion efforts and so the process continues. By measuring each stage of the process with precision, you are then able to approach each marketing activity with a clear understanding of that activities objectives and how these should impact on each subsequent part of the process and, accordingly, the wider business objectives.Great article Mike. For me the 'end' doesn't actually exist. By engaging with the audience in the right way through each stage of the customer journey, ensuring expectations are exceeded across at every touchpoint, advocacy becomes possible and customer to customer advertising begins to further enhance your brand awareness levels. Combine this with your advertising/acquisition efforts \(or heaven forbid, reduce your expensive ATL budget cos your advocates are doing that job for you, especially online) and you're back into the 'advocacy development process'. By measuring each stage of the process with precision, you are then able to approach each marketing activity with a clear understanding of that activities objectives and how these should impact on each subsequent part of the process and, accordingly, the wider business objectives. Let's say for example that company V has decided that based on its customer segmentation, 2 of its 10 segments will be heavily affected by the upcoming public sector job cuts and their propensity to purchase is going to decrease. Accordingly its target market is going to go down. Therefore, to stand still, other elements in the formula need to compensate. Acquisition percentage needs to increase because of the smaller base \(advocacy can help), conversion will need to increase \(advocacy can help), retention will need to increase \(advocacy can help), you get my point. Similarly, if Company V wanted to grow their bottom line significantly off a set TM base, again advocacy can be a key driver here, if measurement is such that they knew that developing 10000 advocates at a cost of £40 per advocate could outperform a print an ATL campaign worth £500k, which no matter how targeted is still casting a wide net. The challenge now, I guess, is measuring engagement, its relationship to advocacy throughout each stage of the ongoing customer journey and ultimately their relationship to LTV and bottom line profit. I haven't worked with Halls and Partners yet, but it sounds like a good idea.

RE: Infectious goes social for online sales push

It's disappointing to still see marketers patting themselves on the backs for bribing fans to join their social channels. It's not real and it's not clever. This is a perfect example of where advertising types just don't 'get' social media. Yes, of course where large numbers of people congregate on social media platforms the temptation is to try and coral them into your own staging area and then bombard them with your time-honoured promotions, but this is mass marketing on a social platform and not social engagement. What's the difference? Well mass marketing is a one-to-many forumula, a seek-and-destroy approach to world domination, you spend huge amounts of cash to mount each battle and then repeat as customers become bored and churn away to the next shiny-bright thing. Social engagement is about delivering real value to people, winning their advocacy that results in them perpetually doing your marketing for you. Low cost, highly effective and much more sustainable. Now which way is clever again?

RE: Nudge nudge, think think

Nudge theory needs good proposition. Nudge theory makes for more effective marketing in the same way that insight makes for more effective strategy. But it does not replace the need for a good proposition. For while it drives immediate action it does not necessarily drive repeat action \(that would surely be pushing not nudging), nor will it drive loyalty or advocacy if the experience doesn't deliver. At its simplest nudge theory describes barrier removal - essentially creating the best brand experience you can. You still need a great proposition, but to that you add rich understanding of the brand's unique personality, or brand character, combined with nudge theory. This will create 'on brand nudging' that turns short term gains into long term brand building. Davina Richards, Director, Added Value www.added-value.com

RE: Domino's credits social media for sales growth

Finally we have an excellent UK example of a direct business return from social media. Too often the best examples like Jet Blue, Starbucks, Dell, Kodak etc are US orientated. It will also be reassuring to UK brands thinking about their 2011 budgets, that investing in social media delivers advocacy AND sales.

RE: Nissan shifts marketing budget to experiential projects

It is about getting the right balance between making the brand promise \(traditional role of advertising) and delivering an experience that demonstrates to the potential consumer what owning a brand could be like. Of course, the biggest challenge, and potentially biggest win, comes by delighting consumers when they experience the brand \(either via experiential or actual ownership)....get it right and brands can build advocacy - a proven business driver.