How are Leading Brands Turning Customers into Advocates?

In this last post in my Marketing Campaigns that Engage series, I take a look at impacting Advocacy.

As traditional marketing campaigns are getting lost in the noise as consumers are bombarded, how do you do stand out from the crowd and get great results?

Advocacy

Delivering high-quality products and services is not always enough to turn your customers into a powerful sales force for your brand. And there could be a large audience of those that associate with your brand that you can also mobilise as advocates whether they are customers or not.
 
But providing the tools to recommend your brand isn't enough. You need to make the process relevant, fun and rewarding. This is the key to getting your message out to your advocates peers - a massively powerful endorsement.

Dell wanted to spread the word about their new products. But they wanted to harness the power of advocates rather than just compete with the noise of traditional marketing.

In this award winning campaign, consumers were encouraged to view Dells products online, visit resellers, and ultimately share news about them socially. All this earned points that could be used in an online "guess the goal" and "ultimate striker challenge" competition, with the leaders winning Dell products.

By making it fun and rewarding for people to learn about these products, then share the news with their friends, Dell achieved half a million impressions of content shared by individuals with their friends.  And two major marketing awards as well!

Why not check out the Dell case study here, and the infographic on how it worked here?

And to find out more, take a look at hints, tips and more examples to help you re-invigorate your advocacy campaigns on the 3radical website.