This is a video podcast I did this week looking at how you build brand advocacy and word of mouth recommendation. Research carried out by my company Weber Shandwick, involving 4,000 people across Europe, has shown that on average 4 in 10 consumers of a brand would class themselves as advocates (promoters) but only 2 in 10 (half of these) say they are actually active i.e talking, writing, blogging about the brand.
With these advocates claiming to be successful in converting potential trialists to purchasers on 50% of occasions, brands are sitting on a huge untapped opportunity. It should be a clear messages to all brand owners …hire a PR agency today and start igniting those conversations.
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[...] The term Brand Butlers really sums up how brands need to think in our cluttered and unengaged age - looking for ways to leverage their “assets” in the broadest sense to help customers in unexpected ways. It’s a way to credibly connect with customers, to serve up something meaningful and ignite conversations. [...]