Advocacy Sense
18th March 2008 by Leslie Gaines-Ross
An article in today’s Wall Street Journal (”Ford’s Latest Better Idea”) describes Ford Motor Company’s latest campaign. What caught my eye was their strategy which is a build a grass-roots “army of Ford brand advocates.” As described further, potential customers are meant to “feel something” and “do something” about Ford such as visiting a dealer. Weber Shandwick’s research on Advocates describes this phenomenon well. Identifying your advocates early in the decision-making process is critical and understanding what you are asking them to do on your behalf is where the rubber meets the road.
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