The Expert Effect is just a few days away and and we’re excited for the panel discussions, breakout sessions, and engaging workshops. We’re especially looking forward to learning about advocacy marketing from our keynote speaker, Steve Knox.
As the former CEO of Procter & Gamble’s Advocacy Marketing business, Steve Knox understands better than anyone the pivotal role advocates play in growing your business. He now serves as a Senior Advisor to The Boston Consulting Group and has been recognized by Forbes, Ad Age and CMO Magazine as one of the leading innovators in marketing — and he’s speaking at our summit!
The foundation behind Steve’s marketing philosophy and the secret to his success is the belief that great customer experiences result in brand advocates. When customers are satisfied, their loyalty to that brand is boosted — and an advocate is created.
Steve’s motto is simple: If you grow your advocacy…you grow your business.
According to Steve, the difference between advocacy and advertising is in perception. Where advertising is perceived as a company campaigning on its own behalf, advocacy is trusted by consumers when based on altruistic and credible convictions from people they know. You can imagine which carries a greater trust factor.
The power of advocacy marketing comes through building relationships of trust. He explains that the data behind creating brand loyalty from word-of-mouth recommendations is so compelling — with 50% of people consulting friends and family before making a purchase* — that advocacy marketing is the most powerful form of marketing.
The market has changed: it’s no longer about reach, it’s about relationships. With 30+ years of experience and the data to support it, Steve Knox knows that great customer experiences cultivate trusting relationships, and advocates for your brand. Those brand advocates increase recommendations and grow revenue.
Discover the genius behind his philosophy here and stay tuned for updates on the summit — coming soon.
*Source: IntelliSurvey of more than 227,000 customers in Canada, France, Germany, Italy, Japan, Spain, the UK, and the U.S. in 2015; BCG analysis.