Advocacy works. Hire PR!
STOP THE PRESSES!
Eight years ago I left a promising FMCG marketing career to join the PR industry. At the time my colleagues couldn’t understand why. On Tuesday I was able to share with some of them the results the Advocacy Study that we have recently conducted with Dr Paul Marsden. It identifies that today, across Europe, advocacy is five times more effective at driving brand sales than advertising. That a third of brand trial is driven by advocacy. That advocates believe that when they promote a brand, it results in a sale every other time. And that brands in Europe have only activated just over half of their available and clearly very effective advocates.
It’s compelling stuff that should put advocacy at the heart of every marketing agenda. But do you know what’s more interesting? It’s that these advocates don’t talk to each other about brand onions, one word equities or indeed advertising. They tell stories - simple, compelling, credible stories about their experiences. And do you know who is best placed to help you create, test and seed these brand advocacy stories? You’ve got it … it’s the PR industry!
0 Responses to “Advocacy works. Hire PR!”
Leave a Response