Brand advocates are easily the knights of the branding chess board. Versatile enough to reach the audiences regular marketing can’t; they are key players well worth your time and effort. Armed with one of the most powerful weapons of our time, the internet, advocates can create a tidal wave of buzz around a brand in few simple clicks. Their good reviews are marketing gold. In fact, 90% of consumers believe Internet recommendations are the most credible persuasion when purchasing a product or service(1)
How Do You Get Customers to Advocate Your Brand?
So people seem to like your brand: Your products are trustworthy and you’ve trained your employees to have great customer service skills. You market your sales and special events, but you still can’t seem to create a special connection between your customers and your brand. While customers may spend money on your products and services, they aren’t compelled to talk about it.
To create conversations about your brand, you need to be innovative and unique. 60% of consumers feel more positively about a company after reading custom content on their sites or #digital displays. (2) Digital signage incorporates endless options for viewer engagement. One of the top three reasons consumers will follow a brand on social media is for interesting content.(3) Digital signage is a medium that can provide interesting content that reaches every shopping persona. Instead of using static marketing to relay one or two messages about your brand, digital signage plays dynamic content and integrates social media applications. Therefore, campaigns can be designed to target specific shoppers at specific times of the day.
Select the Right Promoters
Once you’ve engaged and engrossed potential advocates with your dynamic digital media, you can start deciding who is worthy of being your brand cheerleader. Keep this in mind: the entire world can love your brand, but they don’t all have to be your advocates. Choose a couple influential members (with lots of appropriate followers) to can reach your targeted audience with the correct messages.
3 Ways Digital Signage Can Help You Retain Your Advocates
Once the relationship is solidified, put together a program to thank, reward, and maintain your advocate. Don’t make this a campaign, campaigns don’t last; make this an ongoing program. Longevity is good for a relationship, after all. Have an entire plan for the program so that you can identify how you and your advocate will both get what you want for the entire length of the program.
1.) Give ‘Em Publicity: An easy way to show appreciation is to display advocate-generated content on your digital signage. With Instagram and social media integrations, your advocates can become your models.
2.) Keep It Exclusive: Interactive Kiosks are a fantastic way to keep your advocates engaged and coming back for more. Implement a reward system for exclusive offers that only advocates can access via the kiosks. Hashtags for reward points!
3.) Contribute Together: Donate to charity on behalf of your advocates. Create an ‘Advocate of the Month (or Week)’ system that will honor a select member. Then your brand can donation in their name to a nonprofit organization. Their picture and donation can be displayed on your digital signage.
Marketing for sales doesn’t cut it anymore. Consumers need a fellow shopper with an opinion that they can trust. Obtaining, choosing, and keeping your advocates might seem intimidating at first, but with digital signage, the integrations practically do all the work for you. By making sure the content around your brand is dynamic and interesting, you’ll start conversations that will lead to recommendations.
1: Ciceron, 2: Ciceron, 3: Ciceron