Ready to turn Advocates into a marketing force?
There are three steps involved with getting ready to launch your advocacy program or campaign. These three steps should only take a total of about one month, in many cases (see Figure 27.1).
Yogi Berra, the Hall of Fame catcher for the New York Yankees and one of the most quotable figures in the sports world, once said: “If you don't know where you're going, you might not get there.”
An Advocate marketing plan is a roadmap that helps guide you to your destination: increased advocacy and sales.
Like other marketing plans, an Advocate marketing plan (or “advocacy plan”) has three major components:
Here's an outline for an Advocate marketing plan:
Let's talk about what each of these sections should include.
In this section of the Advocate marketing plan, you need a brief statement of your Advocate marketing challenge or opportunity. Here are a few examples: