Posted in Uncategorized, tagged Advocacy on July 7, 2008 | No Comments »
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Amazing … a free application that allows you to create your own Dell Ideastorm.
Posted in Uncategorized, tagged Richard Moss, Word of Mouth, Measurement, Advocacy Insights on June 25, 2008 | No Comments »
Yesterday I was asked whether Advocacy is becoming a more important influence on brand choice. Here are a few numbers, presented at the Marketing Week trends conference, that help to answer the question. Research from the Henley Centre … “Do you choose products or services because of recommendation” .. 1999 (61%), 2004 (75%), 2007 (77%). An analysis by Research International … consumers who [...]
Posted in Uncategorized, tagged Advocacy, Advocacy Insights, Marketing week, customers in control on June 24, 2008 | 1 Comment »
Made a presentation today on advocacy at a Marketing Week Trends summit in London. Listening to the speakers throughout the day and the discussion around the trends affecting consumer brands such as media fragmentation, lost consumer trust, loss of control …it reinforced my belief that the one thing brand owners do need to do immediately, is to put their consumers [...]
Posted in Surprise and Delight, Uncategorized, tagged Advocacy Insights, surprise and delight strategies on May 29, 2008 | No Comments »
According to PR Week, Gordon Brown has turned to advocacy to support his flagging ratings. Each week he is picking up the phone to answer questions raised to him in letters by the public, directly. The big question is who’s intention would your trust most …. an unannounced call from the PM or a call from your local Double Glazing [...]
Posted in Measurement, Uncategorized, tagged Advocacy, Measurement on May 16, 2008 | No Comments »
A great site was forwarded to me by our Digital guru Mr James Warren this week. Swotti is an online advocacy monitor. Type in any brand name and it searches 3million opinions and instantly gives you a result - fantastic!
Another was sent to me this week by Jan Dirk Kemming. Brand Tags also gives you an immediate view [...]
Posted in Advocacy Insights, New techniques, Uncategorized, tagged Advocacy, Brand Storytelling, Storytelling on May 1, 2008 | No Comments »
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 [...]
Posted in Advocacy Insights, Uncategorized on April 27, 2008 | No Comments »
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 [...]
