Advocates may not sprout off of branches like a Spring leaf, but with the right understanding of relationships and the right structure, you can learn to systematically create new advocates!
1. Advocates Don’t Grow on
Trees
Planting the Seeds for Advocacy
Eli Gladstone,
Sr. Manager, Category Development & Education
@eli_gladstone
ca.linkedin.com/in/eligladstone
2. Understand the key to creating advocates
Learn how to systematically create new advocates
Learn 6 tools to better execute advocate creation
Workshop: Learnings in Action
Learning Objectives
10. We must build a system to nurture
transactional and neighbourly
relationships
11. So what is that system for
creating advocates
advocates through
relationships?
12. Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
Purchase
Consideration
Interest
Awareness
Evaluation
Selection
Prospective Buyer
Customer
Just like the marketing nurture funnel….
41. Check out this video where TD Canada Trust uses emotional triggers
to creation neighbourly connections.
https://www.youtube.com/watch?v=bUkN7g_bEAI
43. B2B
+
B2C
Reason: There’s a lot more at stake when you buy and use a B2B software than when
you buy an ugly shirt…
44. Ask questions to get to
know your customers
personally!
Use that information to trigger
emotional moments and create
To create emotional triggers You must…
45. Challenges to get to know a customer personally! When’s their birthday?
What’s their favourite coffee?
46. One the birthday, they send a birthday package!
Note the handwritten card! In it they offer a gift
card to the customers’ favourite coffee shop along
with a personalized message.
48. Relationship Shared Values
Satisfaction Feedback
Execution Sense of Progress
Learning Education
Align on Shared Values
Connection Emotional Triggers
Customer
Advocate
49. Tom’s does a great job of connecting to people on a neighbourly level by
strongly promoted their value of giving back to people in under-privileged
parts of the world!
51. National Instruments loves instilling a love for science
amongst the youth!
So they sponsor science competitions for kids. They
always talk about this with the companies they sell to in
case the scientists there share that value!
56. Kyle
Kyle is a hair dresser who after giving me good
hair cuts (transactional), and connecting with me
on his story of moving from London and starting up
from scratch (neighourly), asked me to write a
review. It led to me writing the first review I have
ever written online!
57. 3 Keys to an Effective
ASK
What to Ask When to Ask How to Ask
58. The way this is asked makes people feel very low
pressure if they don’t have time or don’t feel like
adding their input.
Deciding to “be” an advocate, is an emotional decision, not a logical one, and better products and better services give someone a logical thing to advocate for, but not a emotional foundation upon which to “become an advocate”
Think about this:
I became an advocate because they have great products and services vs. I became an advocate because this company completely elevated my career and helped me become a real asset for my team and my company!
Advocate creation requires effective transactional relationships… but the real value is neighbourly relationships.
So the question is, how do we manage these relational items to create advocates
Study by Joseph Nunes (Marshall School of Business – USC) and Xavier Dreze (Wharton – uPenn)
The reason behind the results was called “The Endowed Progress Effect”
- When people feel they have made some progress towards a goal then they will become more committed towards continued effort in achieving the goal.
Perception is critically important with this and the appearance of progress can have a strong effect whilst actual progress that is not recognized can be demotivating.
Focus on reputation for B2B
Hand written note… on their birthday… with a coffee gift card… and in the note it says something like “I know you like ________, so I thought in addition to some awesome swag, you should grab you’re next couple coffees on us!”
Get to know them personally….. That’s when you can move them…