July 2012
Intermediate to advanced
304 pages
6h 45m
English
Content preview from Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing ForceBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 5
Advocate Personas
One way to distinguish Brand Advocates is through the use of personas. A persona is a fictional character that represents different types of consumers who share similar behaviors, attitudes, and motivations. This chapter describes four Brand Advocate personas.
Sally Seller
Sally Seller is your best salesperson. Without payments or perks, she gets her family members, friends, and co-workers to buy the brands and products she enthusiastically recommends. “Oh my God, I really should be in sales. I'd make a ton of money,” says Sally, a 28-year-old events manager from New York City.
Outgoing, charismatic, and well connected, Sally has hundreds of Facebook friends, Twitter followers, and LinkedIn connections. Sally's a passionate Advocate of Coach, the maker of luxury handbags and accessories. She has more than 50 Coach handbags and other Coach products including tennis shoes, wallets, and key chains. Her latest prized possession: the Coach Madison Graphic Op-Art Maggie handbag ($358).
But Sally is much more than a loyal Coach customer. She's a Coach salesperson. Sally has generated over $50,000 in sales for Coach via her advocacy, she estimates. “I recommend Coach because I absolutely love this brand. Their handbags are very high quality and fashionable. And I just love it when my friends get Coach products also,” says Sally.
One of her recent “Coach Converts” is JoAnne, a co-worker. Sally took JoAnne, (whom Sally describes as “really nice but not exactly ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.