harnessing the power of advocates: the secret to online retail
TRANSCRIPT
HARNESSING THE POWER OF
ADVOCATES
People want to buy things
To send a gi4
To make a home send a gi4
To clothe their kids make a home send a gi4
To be entertained
clothe their kids make a home solve a problem
But some)mes they need someone to help them make the right decision
Who do they go to for help?
69% of shopper turn to friends and family for product advice
That leaves 31% for Retail
Yet, only 32% of shoppers trust online messages from retailers
That’s a big TRUST PROBLEM
ad·∙vo·∙cate (n. ad-‐vuh-‐kit) – a person who speaks or writes in support or defense of a person, cause, etc.
Advocates are great because
They’re knowledgeable and passionate about your brand
They’re mo)vated by wan)ng to help people
They’re more trustworthy
Advocates give shoppers a confidence in purchasing that no marke)ng campaign can.
In fact, advocates can be up to 3x more effec)ve than non-‐advocates in
persuading others to purchase recommended brands.
Now that you know how great advocates are
how do you find them?
First, ask yourself what your program goals are.
Conversions
Customer loyalty?
Brand engagement?
Ask who your shoppers are.
Where are they coming from?
What are they looking for?
Where do they get stuck?
Why do they leave?
Focus on the shoppers who will buy if they get the help they need.
With these program drivers in mind, You’re Ready to target the types of advocates that will work best for you…
Masters and Mavens are the knowledgeable tradespeople. They possess a depth of exper)se and experience that others seek out when needing advice. They love using their knowledge to help others solve problems.
Loyalists are a brand’s biggest devotees. They are the evangelists, on a mission to spread the
word. Loyalists are extremely good at sugges)ng products and reinforcing peoples choices because their excitement and passion rubs off.
Enthusiasts are lifestyle experts in the categories that a brand’s product offerings cover. They live the lifestyle or exemplify the hobby that a brand encourages. They’re great in mul)-‐brand environments and love to guide customers through an exploratory process to find the right product.
With their passion, knowledge , and willingness to share combined,
Decide how many of each type you’ll need based on the needs of your shoppers
Now it’s Pme to idenPfy your advocates!
Where do they congregate?
What kinds of messages do they respond to?
With your advocates targeted and recruited, it’s )me to throw coupons and contests at them on social media to get them to share your link or handle…
Right?
Then hopefully, some of that traffic trickles to your site and an even smaller amount converts into sales.
Isn’t that advocacy?
Wrong
Not if you can place your advocates closer to the point of purchase answering shoppers’ quesPons while they shop
making informed, expert recommendaPons
acPng as unbiased shopping consultants.
This is the ideal way to uPlize your advocates, but it only works if you
cerPfy and qualify your advocates
incenPvize them to stay up-‐to-‐date
Above all,
let your advocates be open and honest.
Finally, you’ll only get the full benefits of your advocates if you provide them with a plaWorm in which to interact naturally with your shoppers.
When genuine advocates assist customers close to the point of purchase, magical things happen
Conversion Increases
Up to 15X
* Over self-‐service
Net New Revenue
Up to 90%
* Incremental revenue
Increase NPS
10-‐22 Basis pts
Bring it all together with a customized demo
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