Serving up a slice of Brand Advocacy
From the July Zeitgeist…
In the quest to save money during these stringent times, an industry can be inclined to cut corners; to produce something subpar.
As this video so effectively reminds us, there are few things more influential to a potential customer than having someone they know recommend a product or service to them, even when, as in the case of the video, it’s something as innocuous as “Blank”.
This power of advocacy is of course nothing new. The notion of trying to do this online is also not an especially revolutionary one. However, as Digital Buzz points out, brands could and should be committing more to this idea, where one person’s purchasing decision can have huge ramifications as they blog, tweet or mention it on Facebook. Really focussing on digital activation is an absolute must, right now. However, it’s important to be mindful of Habitat’s recent foray into Twitter‐ville, piggybacking on current machinations in Iran. For just as the positive ramifications have huge potential, it also makes it that much easier for dissenting voices to be heard. Bad news has always travelled quickly, but the speed at which rumours and hearsay can now affect a brand’s reputation has increased exponentially.
As Campaign details, though Domino’s dealt with their recent crisis quickly and effectively, the damage to the brand was considerable given the almost 1m YouTube views of the incriminating video in 24 hours. The spreading of misinformation can still be consequential even when it is unintentional. The recent rumours of Jamie Foxx playing Sinatra in an upcoming movie make this all too clear, if amusing. It’s vital then that an agency should always be ready to respond quickly and proactively to damaging news.
Do you know how you would respond, if your brand was subject to a Domino’s‐style attack?