That’s right. I am asking what you might consider to be a dumb question – should you put your brand’s marketing in your audience’s hand? The answer to the question is probably an overwhelming “no”. Well I am here to tell you this is not the most prudent response.
But before you discard this article as a piece of sensationalism looking to stir up controversy, let’s face a couple of facts.
1) People are skeptical (and often cynical) about brand’s advertisements and communication.
2) People trust objective friends, family, and colleagues far more than subjective brand marketing.
It kind of reminds me of a scene from one of my favorite movies, “Elf” …
If someone puts a neon sign on the window of their business claiming “Best …,” are you likely to believe them? Or would it be more believable and compelling if a friend tells you “if you want the best … go to …?” Seems pretty simple, right? Then why aren’t more and more brands investing marketing dollars in advocacy programs? Maybe you really do not need to spend $4 million on a 30-second Super Bowl commercial to reach 110 million people. Maybe the answer is reaching far less of an audience, but THE audience that will activate your brand marketing.
So whether it is encouraging reviews, providing content to share valuable information, friend referral incentives programs, UGC (user generated content), contests to activate sharing, or a host of other tactics, brands need to have a keen focus (and budget allocation) on audience advocacy programs.
Many brands are far too cautious about advocacy programs (word-of-mouth marketing). Especially those brands that do not offer true value or have something to hide. Good marketing starts with a great product or service. Once you are convinced your product/service offers true value to a target audience, activate your most loyal and brand-interested customer to do your marketing. The reality is that they will drive better measureable results than you can.
Yes, I know it is a bit discomforting to give up some control of your brand marketing, but the reality is that it is happening anyway. Digital and social technologies coupled with consumer behavior have forever changed and have placed great control in the hands of the general public. You cannot fight it so you might as well adapt appropriately. Unleash your audience to promote your brand and provide trusted marketing.
Make It Happen,