Have you possibly been missing a trick by not sweating your customers as a marketing asset? Customers should be turned into brand advocates, so businesses can strategically eke out more benefits over a long period of time. In other words, it’s how to make sure one sale or one point of purchase is not the end of the journey, but the start of a long, nurtured relationship, dotted with repeat purchases. But apart from new sales, why is this important, you ask?
Brand advocates become enthusiastic promoters who market your business through word-of-mouth. That means they share their positive experiences and recommendations within their social circles. Even for fans of classic marketing tactics, word-of-mouth remains one of the most powerful forms of marketing. So, when your satisfied customers become advocates, their endorsements carry significant weight. These genuine recommendations have the potential to reach a much wider audience and can be more impactful than traditional advertising methods, and definitely are seen as more trustworthy by other people than ads or influencers.
A second advantage is that brand advocates lend an air of authenticity. Their positive testimonials and enthusiastic support serve as social proof that the business doesn’t just deliver on promises but leaves you happy about the quality of service and the perceived value of it, as a customer. This differentiates the business from its competitors, and builds a loyal network and customer base.
So, now that you're convinced about turning your customers into brand advocates: how do you do it?
Go beyond customised playlists and offer unparalleled personalised experiences.
Tailoring interactions and experiences to individual preferences and needs creates a deeper connection with customers. Spotify's customised playlists based on user preferences and listening habits exemplify personalised engagement, encouraging users to become advocates by sharing their favourite playlists with friends and on social media. NFTs can be used to further unlock personalised album art or merchandise per user, creating an unparalleled customised experience.
Exceptional Customer Experience
Outstanding customer support and hospitality can turn a patron into an advocate.
Providing an outstanding customer experience is a cornerstone for creating brand advocates. For example, Ritz-Carlton is a luxury hotel brand that has become synonymous with exceptional customer service. The brand's motto is ‘We are Ladies and Gentlemen serving Ladies and Gentlemen’, emphasising their commitment to personalised and anticipatory service. Ritz-Carlton empowers its employees to go above and beyond for guests, allowing them to spend up to $2,000 per guest to resolve any issues and ensure an exceptional experience. This customer-centric approach has earned the brand a loyal following and a reputation for unparalleled service in the hospitality industry. With NFTs, guests can unlock access to private parties and events, or even locations in the Ritz-Carlton hotels.
Exclusive Experiences and Rewards
Transcend borders and upgrade fan experiences to really turn fans of a team to fans of the brand. (Credit: FC Barcelona)
Offering exclusive perks and access to loyal customers creates a sense of value and appreciation. Football clubs like FC Barcelona provide exclusive experiences such as meet-and-greets with players, turning passionate fans into vocal brand advocates who actively support and promote the club. With NFTs, these exclusive rewards can transcend borders and help sports clubs turn customers globally, who might be buying anything from tickets to merchandise, into advocates through sustained exclusive customer experiences.
Social Media Engagement
Turn customer support into a VIP experience to retain customers and make them happy to promote you in return.
Active engagement on social media platforms fosters a sense of community and encourages customers to become brand advocates. Tech companies have dedicated support Twitter accounts that promptly address customer concerns, creating a strong bond and cultivating advocates who share their positive experiences with others. With NFTs, tech companies like Apple or Samsung can create a new tier of premium customers who identify themselves with their NFTs, unlocking support executives with more power to work on their problems, and even compensation in the form of merchandise, in case of hard-to-solve problems.
By leveraging the power of brand advocacy, companies can tap into the amplification of word-of-mouth marketing, enhance brand credibility, and foster long-term customer loyalty. The Blue Marble acts as a powerful tool for brands to enhance their customer advocacy strategies with NFTs. Whether it's creating customised playlists on Spotify, unlocking exclusive events at Ritz-Carlton hotels, providing unique rewards for sports enthusiasts, or offering premium support on social media platforms, The Blue Marble enables brands to leverage NFTs to foster deeper customer engagement.
It has become crucial for brands to recognise that they need to have a competitive edge over their competitors using technology and now, NFTs are the best way to do it. So, even if you don’t have tech expertise yourself, our team at The Blue Marble is ready to support you in your journey. All you have to do?
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