This document discusses building brand advocates in 3 steps: 1. Find advocates through email marketing, employees, industry events, and listening to customers. 2. Feed advocates with insider information, build relationships, and provide information to strengthen relationships. 3. Champion advocates through rewards, celebration, and recruitment of new advocates from existing ones. Advanced programs tie advocacy to CRM and email automation for continued engagement.

1. BUILDING BRAND
ADVOCATES
Three Steps To Building
Relationships and Loyalty

2. 2

3. 3

4. 1. FIND ADVOCATES
4

5. Email Marketing
5

6. Employees / Industry 6

7. Are You Listening?
7

8. CRM
8

9. 2. FEED ADVOCATES
9

10. Insider Information
10

11. Build Relationships
I think I should be their (animal rights
organizations) main audience: animal loving
consumer!! Stop me from creating demand
through, oh i dunno, education and facts.
But they failed. Their facts were words
backed up by other vegans. So I asked
them to show me where those vegans got
their information and it ended up being by
…a vegetarian.
And so they have sent me straight into the
arms of what they consider to be the enemy
(i.e. farmers) to search for information with
substance and fact and I found goodness
and love and concern of welfare, in spite of
slaughter. They lose. They really lose and I
hope that that will be made plain to those of
you who are giving us the gift of
information.
11
http://www.letstalkfarmanimals.ca/2015/01/08/the-highs-lows-of-week-one-on-farm365/

12. 3. CHAMPION ADVOCATES
12

13. rewards/gameification
13

14. Celebrate them
14

15. Recruit from them
15

16. READY TO DO THIS!
• Starting out = Email and Social Media
• Next Level = Advocacy Program tied to
your CRM and Email Automation
16

17. What did we learn today
01
02
03
Advocacy Programs (Word of Mouth) is one of the
strongest forms of marketing.
Find, feed and champion your advocates to keep them
engaged.
Beginner level is email marketing and social media.
Advanced level involves brand advocacy software tied to
your CRM.
17

18. JOIN OUR PROGRAM
• Sign up for MyDairy
Advocacy Program
at mydairy.dairy.org
• You’ll get insider
information on dairy
advocacy, learn
about marketing
campaigns, get into
the Dairy Hub and
media training.
18