Brand Advocates — online buyers who write about their purchases online — influence others to make the same purchases that they make. They spend more than non-advocates on big-ticket items, and they learn about brands by searching online.
The National Retail Federation contracted the Retail Advertising & Marketing Association and BIGresearch to study Brand Advocates. Among the suggestions these organizations make to retailers — in terms of benefiting from Brand Advocates — are the following:
* Understand the tools and Web sites Brand Advocates use.
* Enhance their experience through additional tools or services. For example, perhaps you could enable consumers to share their opinions via reviews, e-mail or instant messenger.
* Sponsor a Web site for enthusiasts.
* Include customer reviews in your marketing communications
Researching and connecting with Brand Advocates, say the three organizations involved with this study, will effectively extend your brand message.
Can’t beat that.