AdvoFest 2019 was a brand advocacy conference held on October 8th. The document discusses how brand advocacy is the key driver of loyalty and sustainable revenue growth. It also notes that advocacy indicates future purchase intent and builds trust beyond good customer experience. Several speakers were scheduled to discuss topics like influencer marketing, co-creating with customers, building customer communities, rethinking loyalty, and empowering employees as advocates. Case studies from brands like Birds Eye, Just Eat, and National Express were also to be presented. The conference aimed to provide insights into how marketers can develop post-sale experiences to encourage customer advocacy through collaboration, crowdsourcing, and community building.
6. Our research shows brand advocacy is the key driver of loyalty.
Loyalty, in turn, yields the most sustainable revenue growth.
Advocacy is also is a great indicator of future purchase intent and goes
beyond good CX to build trust. In order to take advantage of this marketers
must develop post-sale experiences that tap into customers’ natural
tendencies to advocate.
“
8. Our 3 C's of collaboration
Community
Crowdsourcing
Co-creation
Conversations that engage
Ideas that inspire
Mutually valued propositions
9. 77% of people favour brands that collaborate with their
customers.
Yet…
Only 37% of respondents from within brands and
organisations say they collaborate with their customers in
order to develop ideas and strategy.
15. “Customer empowerment is an opportunity
for both consumers and brands to realise
greater value from a more intimate and
trusted relationship.
Andrea Potter, Director of Global Strategy, EY
18. TOPICS
Why influencer marketing needs to focus on authenticity
Why brand advocates build trust and affinity
How to co-create with customers
How to use customers to crowdsource powerful ideas
How to build engaged customer communities
Why it's time to rethink and redefine customer loyalty
How to empower employees to become your biggest advocates
46. “Feeding their toddlers frozen fish
fingers, swigging gin from baby cups and
potty mouthed ranting about their kids
online: Why ARE so many women
boasting they're slummy mummies?”
But not everyone does!
54. Act fast and drive scale
1) We were quick to turn around
creative.
2) Brand fit, and reward for risk.
3) Targeted content towards mums with
paid media.
55. The Fish Finger Five
Nearly half a million people follow the Fish
Finger 5 on Instagram
60. • We reacted fast
• We stood up for mums
• We’re able to give a purpose
to our Brand
• We created an emotional
bonding with parents
• We supported parents on
what’s relevant for them
73. Who is National Express?
National Express is the largest operator of scheduled
coach services in the UK. The business operates high
frequency services serving over 900 destinations
across the country.
Our Vision is to earn
the lifetime loyalty of
our customers by
consistently
delivering frequent,
high performing
public transport
services which offer
excellent value.
National Express Group is a
leading transport provider
delivering services in the UK,
Continental Europe, North
Africa, North America and the
Middle East.
85. Customer Feedback
2018 2017 2016
The advisor was friendly
and helpful
98.44% 87.73% 82.35%
The advisor understood
what I needed
98.44% 95.44% 85.29%
The advisor was clear
and easy to understand
99.22% 96.18% 88.24%
95. TREASURETRESS
SISTERHOOD
COMMUNITY
BEAUTY
TREASURETRESS
What started as an online
subscription service for women
with curly hair has quickly
evolved to become a safe space
and digital community reaching
1.5M Curly Women across the
globe.
events x campaigns x content creation x
management x influencer marketing x community
building
124. 3
The Problem with Loyalty
Loyalty has become a commercialised concept1
Loyalty schemes & data2
Conflation of loyalty & habit3
125. 4
Customer-Centric Approach
What should the
relationship between the
brand and the customer
look like?
1
What does the brand want
from customers and what
do customers want from the
brand?
2
What is reasonable to
expect from customers?
3
127. Brand Advocacy
A R e s e a r c h P r e s e n t a t i o n f o r
I n C o l l a b o r a t i o n W i t h
128. 7
Brand Advocacy
Associated with…
Word-of-Mouth
Satisfaction
Impact on Purchase Decision
Reliable, Non-Commercial Source
Referrals
WOM as marketing tool to be managed
Introduced programs to encourage product
recommendations
Viral Marketing
Solicited/ Unsolicited dissemination of
messages
Generate awareness, elicit interest, & boost
sales
Peer-to-PeerCommunications
129. 8
Brand Advocacy is…
to promote and support the company by positively talking about and recommending the
brand to a wider cohort, while also actively Collaborating through Co-creating,
Crowdsourcing, and Building/ Engaging in Brand Community
Promote
Suggest
Support
131. 10
Approach
Qualitative methodology using a Grounded
Theory Approach through semi-structured
interviews
Higher-order themes emerge as an outcome
of 3 step coding process and categorisation
of lower-order themes
2 parts
Research
13
Consumer Respondents
5
Customer Experts
*Sample size of 18 was sustained until a point of theoretical saturation (Marshall, 1996)
133. 12
8 Drivers/ Inhibitors
of Brand Advocacy
Making Life Easy
1
Customer
Orientation
2
Motivation
3
Personality
4
Customer’s Self-
Worth
5
Relationship with
Customer
6
Level of
Relationship
7
Brand Purpose &
Values
8
134. 13
3 Moderators
of Brand Advocacy
Means &
Resources
2
Preoccupation &
Prioritisation
1
Brand
Image
3
135. 14
Community
Participation
trigger Future
Purchase
Luxury equates
to great
experience
Referrals may
result in forced
relationships
Feel Hostage
Trend Followers
Lack of
Understanding
of Brand
Community
Insights…
Part of Online
Forums
Aspirational
Lifestyle may
lead to advocacy
141. 20
SUPER ADVOCACY & BRAND LOVE
LOVE AS RELATIONSHIP DEEPEN BRAND
RELATIONSHIPS
142. 21
6 Top Tips …
Make Lives of Your
Customers Easy
1 2
Align Shared Values with
Customer’s Values
3
Empower Your
Employees
4
Treat Brand Advocacy as
an Integrated Effort
5
Customer’s Time
is Valuable
6
Maintain a Suitable
Brand Image
