1 / 14

Hyper Effects

Grow your business with hyper effects. At Hyper Effects, we help you achieve your goals by making your imagination come to life.<br>Also, read https://hypereffects.com/

navimishra
Download Presentation

Hyper Effects

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategies for Cultivating Strategies for Cultivating Brand Advocates Brand Advocates

  2. It must be every company's dream to have an army of brand advocates who voluntarily and without financial rewards spread the word about the brand. Indeed, many companies try to cultivate brand advocates, but few succeed. We at the Website Development Silverdale would like to share strategies pursued by companies to cultivate and nurture brand advocates. Look at Google for instance. To gain insight into its strategy, permit us to pose a question to you: 'we need to search for information. Where should we go?'

  3. Your likely response would be Your likely response would be " "

  4. Did you notice that you acted as the brand advocate of Google? Like you, there are a sizable number of people around the globe who use and recommend Google as one. stop destination for searching information. No wonder the term 'Googling' has become a verb. Let us get back to the original question: what strategy did Google adopt to achieve this miracle? In its formative years, its founders drew inspiration from Coca-Cola, one of the most recognizable trademarks across the world. The brand was synonymous with 'refreshment'.

  5. The founders desired Google to become synonymous with 'search' across the world. To translate their dream into reality, they hired Sergio Zyman, a marketing consultant and former marketing head of Coca-Cola. They tasked him with drawing up a strategy that would get the world excited about their new company and make it synonymous with 'search'. In due course, Zyman presented the strategy document but the founders rejected it. It turned out that Coca-Cola had achieved world-wide recognition by investing billions of dollars in advertising. This was a strategy that the founders Of Google were unwilling to do. They were willing to spend big money, but not on advertising. Instead, they wanted to invest in making the 'search' product better so that users would get the best possible experience. This would convert them into brand advocates for Google. After all, when real people say that Google is good, the believability would be higher. It would generate more trials, which in turn would create more brand advocates, setting in motion a self-perpetuating virtuous cycle.

  6. Google states on its site: Google states on its site: "Since the beginning, we've focused on providing the best user experience possible. Whether we're designing a new Internet browser or giving a new tweak to the look of the homepage, we take great care to ensure that they will ultimately serve you, rather than our own internal goal or bottom line".

  7. If you feel that Google is a hard act to follow then let's draw inspiration from a humbler tech company: Dropbox. Its founders committed themselves to make storage on the cloud easy and affordable. But when the time came to launch Dropbox, they discovered that they didn't have the financial resources. To surmount this problem they zeroed in on a business model of offering limited storage space for free. The user got this upon signing up with them. He or she could get further space on payment. The 'free' bait worked, and Dropbox was able to attract users. Since the 'product' was good, users had a satisfying experience. They started posting positive reviews online. Dropbox rewarded this desirable behavior by providing positive reviewers with additional storage space for free.

  8. Possibility of Misuse? Possibility of Misuse? If the voice of customers has so much potency, can unscrupulous companies manipulate the system by 'bribing' people to post glowing (in other words, fake) reviews? Indeed, a handful of companies do resort to it. They pay money to 'influencers'---ceLebrities, bloggers, micro-influencers, domain experts, and thought leaders—to post positive reviews about their brands. However, we at the Website Development Silverdale would advise against doing this because when customers, influenced by 'paid' reviews, buy the product and feel disappointed, they tend to vent their anger online and offline. This has the potential of damaging your company's reputation. Also, the option is not sustainable because fake reviews ensure, at best, that the customers buy the product once. They will not give that product a second chance. So, it is not a sustainable strategy in the long run.

  9. Nurturing Brand Advocates #Companies should show genuine care towards brand advocates by: #Listening to their voices, and more importantly, acting upon them #Proactively seeking their feedback #Making sure that they are the first to see new offerings #Rewarding them occasionally #Recognizing them often THANK YOU!!

More Related