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Brand advocates can create some of the best value for a business or brand...

Brand advocates can create some of the best value for a business or  brand... May 21, 2015 by Mike Henshaw

"Brand awareness isn’t cool. You know what’s cool? Brand Advocacy."
The previous lines are a paraphrased version of a scene in the Social Network (the film about Facebook) where Sean Parker is trying to convince Mark Zuckerberg about the potential of his little website ‘The Facebook’.
And just look what happened as a result of what essentially began with word-of-mouth marketing.
Brand advocates can create some of the best value for a business or  brand. The word-of-mouth marketing that results from their kind words can exponentially increase your company’s profile and positive associations. So businesses in the automotive industry and, indeed, in any sector, should look at influencer marketing as an avenue to create an army of advocates who spread their message within their audiences.
Brand advocacy at it's simplest level in the automotive industry can begin with giving the customer such a great experience - from reception to sales and aftersales - that they are independently motivated to recommend you and your organisation to family, friends and colleagues.
Take it to the next level, though, and you can put in place a programme of keeping customers engaged - through regular and relevant communication - emails, invitations to product launches, access to special and seasonal offers, courtesy calls, timely service reminders...
Use your database, populate it with key customer facts - and work it.  Plan carefully to strike the right note of awareness of the customer's individual needs; most people respond well to feeling valued and listened to.
Ask for feedback and keep them engaged as you grow - you’ll likely catch more brand advocates’ and influencers’ attention along the way.

 

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