Realise advocacy momentum
When consumers advocate a brand, they are really talking about their own experience, not the brand itself. Marketers need to engage brand fans in word-of-mouth advocacy before their passion fades
We all know how important advocacy is in our own lives. For example, if a friend recommends a brand or a product, of course we listen, particularly if we trust their opinion. Every survey on the subject suggests word-of-mouth is more important than advertising, yet few brands have strong advocacy programmes and even less, if any at all, spend more on advocacy than...