To engage new brand ambassadors consider some guidelines for an advocacy strategy:

  • Formulate specific goals for the advocacy program
  • Maintain transparency to prove integrity
  • Develop tools to track and measure success
  • Consider that blogs, forums and networks are the most valued information sources
  • Asking their opinion from the initial stages and letting them know how valuable their contribution has been builds a sense of ownership and emotional connection.
  • The way to cultivate influential advocates is to interact, listen and respond in conversations
  • Using customer or stakeholder feedback to improve the destination’s services also strengthens the potential for advocacy as long as you let them know how useful their feedback has been.
  • Consider that there are five types of advocates when drafting the advocacy strategy:
    • Connectors are active participants in broad social networks
    • Communities are groups of people with a common interest
    • Mavens are enthusiasts who rate and review products and services in a specific category
    • Experts are people with credentials and technical knowledge in a specific field.
    • Endorsers are celebrities whose charisma enhances the brand reputation and awareness

Would you consider other guidelines for the advocacy strategy?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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