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Most effective strategies for getting people into advocacy program
what strategies have you found most effective for getting new members in the program?
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4 Replies
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790
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Hi Jeff –
Value proposition messaging is the key in my book. I leveraged a framework designed to develop product messaging for buyers, but used it to tap into the emotive sentiment of our customers. Swag and points are simply not enough these days, the market is saturated with them. Create a value prop and program which SPEAKS to your customers, and they will come. I have an example for you which I saw play out in front of my face 2 weeks ago. One of our programs is called “Innovators” – so we created program stickers to hand out at events. See picture below. A customer read the way we defined the word “Innovator”- and said ” Oh wow, yeah this is exactly me” So, the program itself is something people identify with. Create that, and they will come in droves!
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298
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Showing customers you care more about their personal/professional growth than you care about contracts and dollars is the best way to start a solid advocacy partnership. I start simple with ways for customers to connect with each other – for virtual, it’s easy to group customers by industry or role and create a discussion topic and invite them to participate. There is no other agenda other than allowing them to connect, discuss a common challenge, and share information. If you’re fortunate enough to bring customers together in person, start small and start based on geography. Regional meet ups are becoming more and more popular. Why? Because they allow connections to be made AND sustained. Again, your role is to simply provide the platform for connection.
Of course, communication is key with both of these is key – you have to flawlessly execute the communication and set the expectations. Customers will undoubtedly enjoy being together and they will be grateful that someone did the heavy lift of making that happen.
