[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-advocate":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",27760,{"id":24,"name":25},"author-0301142015","Canto","2020-07-15T08:22:58","2025-12-18T16:00:47","Brand buzz: The ultimate guide to all things brand advocates","brand-advocate","Identifying and obtaining brand advocates in 2020","Brand advocates are one of the most valuable marketing resources, and they’re growing more important daily. So how do you attract them? Find out here.","Growing technology and social media options have increased the potential value of brand advocates. The reality of today’s advocacy is there are limitless sources to promote a brand if someone is so inclined. Today, spreading the word means more than telling a few friends or family – it means telling the world. Marketers cite advocacy […]","Growing technology and social media options have increased the potential value of brand advocates. The reality of today’s advocacy is...","\u003Cp class=\"wp-block-paragraph\">Growing technology and social media options have increased the potential value of brand advocates.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The reality of today’s advocacy is there are limitless sources to promote a brand if someone is so inclined. Today, spreading the word means more than telling a few friends or family – it means telling the world.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-a-brand-advocate\">What is a brand advocate?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand advocate promotes your brand without any external incentive to do so, often by word-of-mouth. They are usually a customer who had a great experience with a brand and felt the need to tell others about it. A brand advocate is valuable because they drive customers to your brand.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Cp class=\"wp-block-paragraph\">Marketers cite advocacy marketing as typically their most profitable and cost-friendly online marketing method.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--3-distinct-reasons-why-brand-advocates-are-so-important\">3 distinct reasons why brand advocates are so important\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">We like to think of loyal customers as some of our most profitable customers, but upon further examination, it becomes clear that a brand advocate is much more valuable.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-46609 size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"315\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191525\u002Fbrand-advocate-41.jpg\" alt=\"A graph of marketing methods.\" class=\"wp-image-46609\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191525\u002Fbrand-advocate-41.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191525\u002Fbrand-advocate-41-450x236.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Most cost-friendly marketing methods, according to a survey of 100 marketers.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Let’s compare the two to get an example of why this is. First, consider a loyal customer. They will likely purchase our products and services every time they need something from our brand industry. This then continues over their lifetime.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, consider that a brand advocate will essentially do the same. They love our products so much that they buy them over the competition whenever possible.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On top of that, they will voice positive opinions about our brand and new products or services we release. This potentially leads to more sales and numerous new customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even if the advocate never purchased from us (unlikely), they are still more valuable than a loyal customer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Why is this? What makes a brand advocate so effective at promoting a brand? And how does modern technology apply? Here’s a further breakdown:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. The power of social trust\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Picture for a moment that you’re watching television and an advertisement comes on, in which a celebrity you know endorses a new e-reader. They might show themselves using it in a montage, give a few benefits it provides them and suggest reasons why you need it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now consider that you and a close friend are having lunch, and the topics of books comes up. They tell you that they’ve been able to read so much more lately because of how nice their e-reader is.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They explain the different benefits and how it has helped them overcome common reading obstacles.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You have some uncertainties about the screen that you ask about. They point out that their e-reader allows for bigger fonts to avoid eye strain.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In the above two scenarios, people are much more likely to buy the e-reader their friend uses. They trust their friend and value their recommendation over the celebrity. There’s a lot of different reasons for this.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The biggest reason is that they know and trust a friend. They value their opinion and believe they’re being truthful and not just trying to make a sale.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also, their friend’s needs are likely to be similar to their own (since most people aren’t celebrities). Finally, they were able to ask and receive answers about the product on the spot.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even though brand advocacy isn’t always the difference between a celebrity advertisement and a close friend endorsing a product, we still see the power that a brand advocate possesses.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If the advocate speaks out positively for our brand and products to total strangers, there’s still a good chance they are given a high level of trust. It’s a lot easier for people to trust their peers who have nothing to gain by convincing us that a brand is good or bad.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now let’s consider how far the brand advocate’s messages can spread.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. The outreach of contemporary advocacy\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">To truly understand the potential power of a brand advocate, we have to consider the modern realities of technology and social media.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Even the most well-connected brand advocates in the past were fairly limited. Sure, they were able to tell their friends, family and maybe a few coworkers about how great a brand is. And this was absolutely important.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, it pales in comparison to the potential outreach of well-connected brand advocates today. Further than friends, family and coworkers, which modern advocates can still give recommendations to, there are now many different platforms to branch out to.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">First, there’s social media, where users connect with hundreds and thousands of minor acquaintances. There’s also online review platforms, where an advocate could potentially, in great detail, recommend a brand or rate a product.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s not hard to see that brand advocates have some serious value – how much is the question.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. The measurable value of brand advocates\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A brand advocate, depending on their outreach, could be worth potentially much more than the average customer, especially long term.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s estimated that over 80% of customers prefer recommendations from someone they know over other sources. Combine this with the fact that a word-of-mouth recommendation is believed to be the driving force of over 40% of purchases, and you have quite a valuable commodity.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"630\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-42.jpg\" alt=\"A customer value graph.\" class=\"wp-image-46616\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-42.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-42-450x236.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-42-1024x538.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-42-768x403.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">In today’s world of transparency, a brand advocate is one of the best weapons to have on your side. Websites that offer customer reviews and ratings are a constant reminder that it’s important to have someone praising your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another lesser-known way that brand advocates help is by creating content without any external incentive. Essentially, they are creating content which promotes your brand and you don’t even have to pay them for it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This creation certainly helps limit the marketing budget from overspending on content creation, since their job is being done for them essentially.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Use our \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> to learn more about this topic and others.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have some reasons why a brand advocate is so valuable, let’s make sure you know how to attract new ones.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--dynamic-methods-to-attract-new-brand-advocates\">Dynamic methods to attract new brand advocates\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s pretty clear how important brand advocates are, so how do we go about creating them? I’ve come up with some methods that are sure to do the trick.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Focus on brand experience\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">What better way to entice a customer to spread the good word about your brand than an experience they love and connect with?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Not only is a \u003Ca href=\"\u002Fblog\u002Fbrand-experience\u002F\">brand experience\u003C\u002Fa> memorable and long lasting, but it gives customers a reason to tell others about your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s not that hard to see why this would be the case, either. Think of how common it is for someone to relay a brand experience to someone they know.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Maybe the movie theater they took their kids to had characters from the movie in costume greeting the youngsters as they entered and exited the screening. Certainly they would tell others, especially those with kids themselves, of their good time at the film.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-44.jpg\" alt=\"A young child at a movie theater.\" class=\"wp-image-46621\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-44.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-44-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Think of ways your brand can create unique, memorable experiences for customers. Chances are these powerful experiences will form lifelong brand advocates.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Implement compelling brand storytelling\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Storytelling is the most powerful way to put ideas into the world today.\u003C\u002Fem>” – Robert McKee\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A google search can seem like a common thing nowadays. Users log on to the popular search engine to quickly find an answer to a question, new website, local restaurant and more. Chances are that there’s not much thought given into what they search after the fact.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, because of the genius idea of Google to turn their yearly searches \u003Ca href=\"https:\u002F\u002Fwww.fastcompany.com\u002F90441937\u002Fgoogles-year-in-search-2019-video-highlights-the-superheroes-all-around-us\" target=\"_blank\" rel=\"noopener\">into a compelling storytelling campaign\u003C\u002Fa>, users are now seeing searches as impactful, meaningful and important.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The idea is simple: Each year, Google compiles user searches and creates a YouTube video that turns the most popular ones into a fascinating tale. A theme typically emerges, and it helps users connect with the idea that their input builds history.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This type of storytelling helps brands connect with customers. It gives brands a chance to give valuable insight into what they stand for and who they really are. This can help them stand out to customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As we see each year after Google tells their story, there is a lot of intrigue, connection, hype and buzz surrounding a powerful brand story.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think your brand might have its own story to tell?\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Offer a quality and reliable product or service\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">There are a lot of different factors that help create brand advocates. One of them, probably the most important foundation, is how quality the product you provide is.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This seems pretty logical, since all the experiences with a brand are all for not if the end product or service is lacking. No one is going to recommend a bad product just because the customer service was top notch.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Taking it a step further, some customers stick with a brand they dislike if their product or service is good.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s easy to say that the key to gaining brand advocates is to create an amazing product – every company tries to offer good products. The key is to make adjustments based on research until you’ve got it right.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another aspect that can’t be ignored is reliability.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When most people hear reliability, they assume that it means something that works correctly or is dependable 100% of the time. Obviously, this isn’t possible, even for the most sturdy and durable products or most committed brands.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, reliability does require a level of responsibility that far exceeds the average. When a customer is in need, a reliable brand responds accurately.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The best way to stay reliable is to truly listen to customers and figure out how their requirements might have changed.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Identify advocates; encourage advocacy\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Do you know why it’s so important to understand who your brand advocates are? We sometimes forget that just because an advocate asks on our behalf, doesn’t mean that we can’t be proactive.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Finding our brand advocates\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">When a brand knows who their advocates are, they can stay ahead of the feedback their next project is bound to receive. For example, if a brand is planning on releasing a new product line within the next three months, they could notify and connect with their advocates about it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Furthermore, a brand advocate is much more willing to give valuable insight into your recent services, helping build your feedback without having to bother unwilling customers for comments and\u002For criticisms.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you need some extra help researching and finding new brand advocates, consider a software system such as \u003Ca href=\"https:\u002F\u002Fhootsuite.com\u002F\" target=\"_blank\" rel=\"noopener\">Hootsuite\u003C\u002Fa> to handle the workload for you.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"345\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-47.png\" alt=\"The Hootsuite website.\" class=\"wp-image-46628\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-47.png 800w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-47-450x194.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-47-768x331.png 768w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Encouraging advocacy\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Remember that just because a customer is a brand advocate doesn’t mean that you can’t nudge them in the right direction to share a little more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In fact, there are a lot of brand advocates who would love to spread your brand message but are limited by accessibility or other factors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">How do we fix this? The simplest answer is to seek out unique, creative ways to encourage advocacy. For example, some brands offer rewards for recommending them to a friend or family member.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">More recently, brands have put easy-to-share links on digital products and services that further incentivize advocacy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Don’t forget that this type of encouragement will only be effective on those who already wish to advocate for your brand. Offering a reward to share a bad product isn’t going to work.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--companies-who-embolden-advocacy\">Companies who embolden advocacy\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Here are some companies to serve as an example of a good strategy to promote advocacy:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Coca-Cola\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Coca-Cola is one of the best examples of a brand who promotes advocacy effectively. There are quite a few campaigns that stand out as powerful ways to create new advocates. I’ll discuss my personal favorites.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">First, there was the ingenious ‘\u003Ca href=\"https:\u002F\u002Fmayecreate.com\u002Fblog\u002F3-marketing-lessons-from-the-share-a-coke-campaign\u002F\" target=\"_blank\" rel=\"noopener\">Share a Coke\u003C\u002Fa>’ campaign, which involved printing the words “Share a Coke with…” and common names were printed, giving customers a chance to buy one of the sodas and give it to their friend, coworker or family member if they shared that name.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-43.jpg\" alt=\"The 'Share a Coke with...' campaign.\" class=\"wp-image-46619\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-43.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191524\u002Fbrand-advocate-43-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Not only was this a really good idea, creating a lot of buzz and togetherness as a result, but it also directly encouraged advocacy. Certainly, it’s a powerful way to get someone to spread the word about your brand around.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another campaign they ran was the ‘Happiness Machine’ project, where special Coke vending machines were set up in public, only to purposely malfunction and give more soda than purchased (a lot more, in fact).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These moments were captured on camera and spread via the internet, mostly on YouTube. The videos showed people laughing, sharing and enjoying the fun brought on by the Coke machine’s ‘error’.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Starbucks\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The popular coffee chain came up with a great idea to generate and potentially identify brand advocates. Their ‘\u003Ca href=\"https:\u002F\u002Fstories.starbucks.com\u002Fstories\u002F2013\u002Fstarbucks-launches-tweet-a-coffee-encourages-spontaneous-gifting-on-twitter\u002F\" target=\"_blank\" rel=\"noopener\">Tweet-a-coffee\u003C\u002Fa>’ program gave customers the option to use social media to purchase coffee for others.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"320\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-45.jpg\" alt=\"The 'tweet a coffee' campaign ad.\" class=\"wp-image-46624\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-45.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-45-450x240.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Part of the reason this was so successful is because it promoted social togetherness, which always bodes well for a brand’s image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another reason this was such a positive for Starbucks is they were able to use the social media purchases and identify future brand advocates that they could consult for other projects or feedback.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--closing-thoughts\">Closing thoughts\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Marketing with the intention of creating brand advocates should be integrated into your everyday marketing processes if you truly want to succeed. Think of the many ways you can provide customers with a great experience and product, then push onward to encourage advocacy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Chances are, there are more brand advocates within your potential reach than you think. Once you begin looking for them, and helping them along, they’ll start to appear everywhere. Good luck!\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_advocate\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",11,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-46.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19191523\u002Fbrand-advocate-46-450x240.jpg","A man yelling something.",320,600,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19190022\u002Fbrand-activation-13-450x263.jpg",52419,"brand-activation","What is brand activation? Principles to ignite your brand","Some brands are metaphorically stuck alone in a dark corner, where no one can see them. Brand activation is a bright light. Let’s make sure your brand is shining.","\u002Fblog\u002Fbrand-activation\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19191103\u002Fbrand-compliance-33-450x283.jpg",25438,"brand-compliance","Brand compliance: How to protect and enforce your brand standards","Brand compliance paves the path to important branding principles, such as consistency and image. Here are five strategies to guide you.","\u002Fblog\u002Fbrand-compliance\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19180408\u002Feconomic-uncertainty_2-2-450x253.jpg",19416,"aaker-model","The Aaker Model: A comprehensive guide to building brand identity","The Aaker model provides a base to help build and create brand identity. Here’s a simple guide to help you understand the model in detail.","\u002Fblog\u002Faaker-model\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789016503590]