Interesting times …. open the morning papers, get depressed, carry on as normal - think that’s what most of us are doing. Are we right? Should we act? The possibilities seem limited - manage costs, innovate faster, pull communications spends?
There is another option however!
What happens in a recession … consumer confidence falls. Consumers become even more cynical of paid for marketing messages. Simply, they absolutely [...]
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Advocacy has always been critical to selling books ….getting a few reviews to print on the back of your book is part of the publishing process. It was good to see this weekend that Waterstone’s (a large British bookseller) was using this knowledge, with a couple of interesting displays.
The first was a “Recommended books” display. Each book on display [...]
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Storytelling is an important part of any Advocacy strategy. In a world where you have lost control of your communication channels, inspiring others to pass on your messages is an essential ingredient in any comms plan. Storytelling provides the sugar coating to corporate messages ..helping to make them viral.
Storytelling of course requires great storytellers to ignite intial [...]
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Marketing Week 24/4/08 covers an interesting survey just released by Millward Brown into WOM. For me one of the most interesting findings is the declining influence of company websites. Since 2006 their influence on consumer purchase decisions has decreased by five points and now less than half of respondents questioned use them as a source [...]
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Two interesting developments in the mum advocacy space today.
Firstly research by Keller Fay has identified that expectant/new mums have a third more conversations than the average, with two thirds of these including a brand recommendation. In summary they have 109 conversations per week about products and services (100 positive/9 negative), make 65 product recommendations and 45 of these recommendations convert into [...]
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There’s a great article in the Times Money section this morning “How to join the internet vigilantes”. It highlights the number of “consumer revenge” websites springing up in the UK and the impact they are having on corporate decision making.
Some of the “Badvocacy” blogs highlighted included:-
Talktalkhell.wordpress.com– set up by an unidentified TalkTalk customer who was [...]
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A speech by Seth Godin (made some time ago) that I came across today. If you haven’t seen it, it’s well worth watching.
The point he makes is that successful marketing comes down to successful idea spreading. Those brands who can spread an idea further - win. At the heart of the ‘idea-spreading’ model has been [...]
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Posted in Advocacy Insights, tagged badvocacy on April 7, 2008 | No Comments »
So what’s the priority, creating more advocates for a brand or reducing the number of badvocates?
It surprises most to learn that badvocates have 3x more impact on growth than advocates. Last week Dr Paul Marsden reminded an audience of this at a Weber Shandwick Advocacy event in London. His study at the LSE demonstrated that [...]
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I post regularly on this blog about the new techniques that brands are adopting to leverage advocacy. I haven’t talked much however about what lies at the heart of every highly promoted brand - a big brand idea.
This weekend I was introduced to Monkey at my local cinema. Monkey, for those who don’t know, is the [...]
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I had a fascinating tour of Speakeasy Bars this weekend in New York as part of a quick business trip to the city last week.
Most of us are aware of the history of the Speakeasy - the secret drinking establishments that popped up during prohibition in the 1920’s. I certainly wasn’t aware of their latest [...]
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