Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

Chapter 25

Energizing 2.0

Ready to take your advocacy program to the next level?

You can create different types of advocacy programs for different segments of Advocates. Table 25.1 shows how a hotel could use this approach.

Table 25.1 Sample Advocacy Programs for a Hotel

Advocate Segment	Advocacy Goal	Sample Advocacy Program Name
Meeting and event planners	Get meeting and event planners who are Advocates to recommend your property to their clients, colleagues, and peers.	“Destination Success”
Business travelers	Get business travelers who are Advocates to recommend your property to their colleagues and peers.	“Taking Care of Business”
Vacation travelers	Get vacation travelers who are Advocates to recommend your property to their family members and friends.	“Dream Vacations Start Here”

Table 25.2 shows another way to do this by focusing on certain segments of your Advocates.

Table 25.2 Sample Advocacy Programs for Other Segments

Advocate Segment	Advocacy Goal	Examples
Heavy users	Get heavy users who are Advocates to recommend to moderate and light users how to take advantage of more of your product or service features.	Fitness: Get group exercise participants to create stories about their experiences. Software: Get power users to answer questions about how to use advanced product features.
Business users	Get business users who are Advocates to recommend using your product or services for business use to their colleagues and peers.	VoIP: Get business users to create ...