All about the Advocates
In an article by Stefan Stern of the Financial Times, I always find something thoughtful for this blog. This past week he wrote about where marketing was going (or not going) in this current economic environment. Stern was describing his conversation with the “father of modern marketing” Phillip Kotler. One part of the conversation had to do with advocacy, the mainstay of this blog. The other one was just plain funny.
Kotler was reminiscing about a book he enjoyed titled Firms of Endearment (the best title). He said that in the book they talk about how some of the most successful companies spend less on marketing than the less successful ones. Sounds counterintuitive? Kotler says, “But they used the word of mouth effect of unpaid advocates – loyal customers – to boost their reputation.” Advocates will do your marketing for you if you mobilize them, listen to them and engage them. Our research at Weber Shandwick found this to be the case. Indeed. Kotler is apparently publishing a new book on the role of advocates in marketing titled Marketing 3.0.
What made me laugh was a statement by Kotler who is 79 years wise. He is quoted by Stern as saying, “At least it’s the finance people who are getting blamed for a change.” Marketers and communications professionals are getting by without the blame for awhile.
Leslie -
Your post really caught my attention. In this six degrees of Kevin Bacon world, Phil Kotler and I are good friends, and have been for a number of years. I consider him something of a mentor.
I’ve shared many of my advocacy articles, white papers, and presentations with Phil; and have even provided him with content on companies successfully leveraging customer advocacy (Harley-Davidson, IKEA, Legos, American Express Red, for example) for conference keynotes in the U.S. and EMEA. Also, I’ve had the privilege of sitting in on his sessions at some of these events, even participating in the Q & A at one of them (in London, a couple of years ago).
As you note, even at 79, he’s a highly energetic individual whose thinking and conceptualizing about marketing is always ahead of the curve. He’s written close to 30 books; and he’s told me that looking at the evolving nature of advocacy is on his near-term agenda. I attended a cultural event with Phil and his wife last summer, and discussed my new book outline - which is focused on customer and employee advocacy - briefly with him. He was very positive about the idea of ‘advocates vs. saboteurs (badvocates)’, and indicated that he was also developing a new book concept where advocacy would be a core theme.
Best regards.
Michael
New email: mwlowenstein@gmail.com