Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Building the Army of Advocates, and What to do with Badvocates
1. ADVOCACY
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More talk. More action.
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2. Contents
What is Advocacy, why is it important
now?
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Advocacy & Influence
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The new brand mantra
A practical approach to Advocacy
Conclusions
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Why is there a need for
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Advocacy today?
“The Break Up”
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What is Advocacy?
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5. Advocacy: the act of pleading for,
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supporting,
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brand, cause or idea by a trusted
third party
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12. Europe
All
Categories 37.3%
More than 1/3rd of European
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another consumer’s Mobile 32.1%
recommendation
PC 31.0%
Auto 48.1%
Spirits 46.4%
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Source: Weber Shandwick European Advocacy Research
13. Europe
All
Categories 55.1%
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More often than
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recommendation leads to a sale Mobile 55.6%
PC 53.1%
Auto 42.7%
Spirits 71.8%
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Source: Weber Shandwick European Advocacy Research
14. Remarkable brands do better
Talked about (%)
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Favourability (NPS%)
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15. Advocates participate more
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Source: Weber Shandwick UK research October 2008
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Source: Les Binet, IPA Datamine
17. Why is Advocacy
important
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newly emerging role of
advocacy in the downturn
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19. Recession increases reliance on Word Of
Mouth
Q. ARE YOU MORE LIKELY TO REFER TO A FRIEND WHEN MAKING A PURCHASE?
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Source: Weber Shandwick UK research October 2008
22. We trust people, more than we
trust companies
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Brands
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Source: Jon Leach, Pattern Recognition
38. Remarkable Advocacy Model
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•Arial Regular 20pt(adj.): Stands-out, worthy of
“Remarkable
comment, worthy of note or attention.”
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