Finding and Activating Brand Advocates

Presented by

Eric Paquette, Senior Vice President, Copernicus Marketing Consulting & Research

About this talk

Many marketers refer to customers who love their brand and want to tell others about it as their "brand advocates." Long prized by marketers because they spread positive messages about brands through word-of-mouth, brand advocates have received increasing attention because of the digital tools now available to spread those messages more broadly, quickly, and creatively. In this presentation, Eric Paquette will describe approaches you can use to assess advocacy and identify your brand advocates. He will also discuss how to understand what you want to communicate about your brand to them--often not the same messages that you would typically share with your broader target audience. He will also discuss case studies showing how other marketers have effectively identified, reached, and impacted brand advocates.

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