Dudley Field Malone, someone you don’t need to know anything about, once said that one good analogy is worth three hours of discussion; I think many of us probably had a professor or two in school that could have benefited from this approach.
Along the line of analogies, if you’re like me, you’re always looking for a brief, simple way to explain otherwise complicated topics. I struggled with this in my past, working for highly complicated cloud-native software organizations, when my Grandmother would ask me what my companies did. “We work in computers, Gram,” I’d say.
The conversations would inevitably turn to a topic she was more interested about anyway: me, her loving grandson. She’d ask me something like “what exactly do you do?” My response, of course, is that I worked in advocate and customer-centric marketing. It’s at this point that I’m sure you’re picturing my loving grandmother’s eyes glazing over with confusion. You wouldn’t be wrong. If you tell someone you work in marketing, they generally understand what you do. But if you add the modifier “customer advocacy” to the term, suddenly, it’s like you’re speaking in Greek.
“What exactly is advocate marketing, Ryan?” She’d ask me.
Truth be told, it’s pretty simple.
“Think about it this, way, Gram,” I’d say. “I’ll give you a few different scenarios. Let’s say there’s a brand-new restaurant that opened up across town. You’re reading the Sunday paper, and in the middle of an article you’re reading is an ad that says ‘New Restaurant- best steaks!’ You kind of register that, you might check it out sometime.”
She nods, and I move on.
“Ok, second scenario - you’re watching the hockey game tonight,” (true fact: my gram loves watching hockey, but doesn’t care about teams), “and during a commercial break, an ad comes on for this new restaurant. They take you inside, show you food being put on tables, maybe the owner says ‘Come on down’ or something to that effect, and it’s over, and you sit through a few more minutes of ads before the game comes back on.”
Once again, she nods, patiently waiting for me to get to the point.
“Last scenario - Aunt Phil calls you, or I do, or your old co-worker Gene. Or maybe someone next to you in line sees the paper you’re reading, recognizes the steakhouse in the ad and says to you ‘Oh, I’ve been there - I really enjoyed the food they provide!’ I ask you this - which of those three scenarios is going to make you that much more interested in going to the new steakhouse?”
My grandmother responds that obviously the third, as familiarity with the product and personal experience is much more valuable than simply reading or seeing an ad.
“That, gram, is pretty much what I do!”
Advocacy is about building relationships, establishing trust, and enabling your existing customer base to get out and market – or advocate – for you, on your behalf. Most times, it’s a bit more strategic than a stranger looking over your shoulder in a checkout line.
At Referential Inc., we take our collective experience as a team to build our clients fully fledged reference and advocacy programs from the ground up. My restaurant analogy doesn’t take into account overseeing program goals, providing detailed reports and metrics or implementing launch plans, but at Referential Inc., expertise in these and other core aspects of advocacy program management drive our approach and service delivery.
At the end of my analogy, my grandmother responded by stating that it “sounds like what you do is very important to the company.”
An effective advocacy program truly is.