MODERN MARKETING
consumer narrating in his/her own
words how the product enhanced
their life or solved a problem is much
more compelling and relevant to
their friends than a clever tagline and
demo. A mindset change is required
to bring marketing in line with the
changed power equations between
brands and consumers.
Focus needs to be on conversions
not impressions, recommending
not spreading , brand utility not
brand content, active advocates
not passive followers, generating
reviews not views, building a
sustained community and not doing
one-off campaigns.
NURTURING A COMMUNITY
OF BRAND ADVOCATES IS
HIGH ROI
Every brand has advocates, who like
the product enough to recommend
68 ModernBusiness
July 2016
it. Advocates do not need to be
paid to talk about the brands they
like, as it is human nature to share
your positive experiences with other
people. Connecting with these
Advocates, and engaging with them
regularly to seek their opinion or
share value-added information
further cements their bond with
the Brand. The mere act of a brand
reaching out makes them feel valued
and respected. They become even
more likely to recommend your
brand within their social circle.
Such authentic advocacy may not
be creatively sexy and win awards
at Cannes, but it delivers what
ultimately counts- more people
buying your brand.
The Boston Consulting group in its
“Harnessing the power of Advocacy
Marketing” said, “Advocacy is a gift
that keeps on giving in at least three
ways. First, there’s the snowballing
effect of recommendations.
Whereas advertising can drive
consumers down the “purchase
pathway”—from category interest
to brand awareness, brand
consideration, and finally brand
purchase—word-of-mouth advocacy
turns that one-way street into a
roundabout, as customers who
purchase the product encourage
new customers to enter the virtuous
circle. In other words, advocates
beget advocates—and, over time,
the cost to acquire new customers
plummets.
The good news is that, Brand
Advocacy can be unleashed for
even mundane and low involvement
products. The Fiskateers
community created by Brains on
Fire for FISKARS, the scissor brand
is a good example of this.