Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

Chapter 27

Launching Advocacy

Three Steps to Launch

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).

Figure 27.1 The Three Steps to Advocacy Launch

Creating an Advocacy Plan

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:

1. Where you are now (Advocacy Situation)

2. Where you want to go (Advocacy Goals)

3. How you're going to get there (Advocacy Action Plan)

Advocate Marketing Plan Outline

Here's an outline for an Advocate marketing plan:

1. Advocacy Situation

2. Advocacy Goals

3. Advocacy Action Plan

4. Advocacy Calendar

Let's talk about what each of these sections should include.

Advocacy Situation

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:

• Negative word of mouth. There are numerous negative reviews online about our products ...