When we think of the word care, we think about being concerned, having regard or simply having a liking for someone or something. When we think about the acronym CARE, many will think of the international humanitarian agency delivering emergency relief and long-term international development projects. In both cases, there is an emotional affinity towards and, in many cases, a desire to advocate on behalf of a cause or people.
At ADVENGAGE, we want you to think of C.A.R.E. in a slightly new way. C.A.R.E. is our acronym for Consumer Advocacy by building deeper Relationships through better Engagements. This is our mission and our mantra. For us, it is simple. If you apply C.A.R.E. to your marketing efforts, consumers will reward you with greater volume. Our five-step model and assessment tool will help you introduce better C.A.R.E. to your business.
Consumer Advocacy is the desired end state that marketers want for their brand. We want consumers to be emotionally attached to our business and strongly support it. Word of Mouth is the desired action we want our consumers to take in support of our brands. An army of consumer advocates spreading the benefits of our brands can be the most powerful marketing force. Advocacy and Word of Mouth are not mutually inclusive. Just because someone shares something of yours doesn’t mean that they are advocating for you. It just means they are sharing. For example, you can give a person five coupons to hand out. They leave all five in their work office around the lunch table so that others can use them. They are not advocating. They are sharing. Some will even call this Word of Mouth. No one should ever confuse it with Advocacy.
Advocacy and loyalty are also not mutually inclusive. A person who is loyal to a brand may not necessarily publicly espouse its benefits to their friends, family or co-workers. An advocate, however, will be a loyal user who, because of their emotional bond with the brand, will spread positive sentiments about the brand publicly.
Basically, there are three different types of brand loyalty; Promotional Loyalty, Performance Loyalty and Emotional Loyalty. Promotional loyalty is what brands get from consumers as a result of the common practice of couponing or in-store discounting. These price-off or discount promotions incentivize the consumer to purchase more of the brand. Performance loyalty comes when the product performs a task or function in such an appreciably way that competition cannot match. Lastly, Emotional loyalty happens when a consumer develops a relationship with a brand that is more than transactional. This leads to an emotional bond built on trust and a perception of reciprocity. In a previously written article, “The Relationship Continuum,” I highlight the differences in relationship types.
Promotion loyalty rarely provides a sustained competitive advantage versus other brands as price discounting and couponing is easily copied. Performance loyalty provides a nice advantage versus competition until the performance is copied or exceeded by new technologies. Volvo is a great example. For the longest time, Volvo stood for safety. It held a significant safety technology advantage versus other competitors. The problem is that many other competitors have either caught up or exceeded Volvo’s safety claims. Emotional loyalty, stemming from a deeper than transactional relationship, has significant advantages. The stronger the emotional bond to a brand, the more difficult it is for the consumer to separate from the brand because of price. Developing relationships with consumers can help insulate brands from competition as long as the brand continues to invest in the relationship.
Relationships are built through engagements. Are the brands trying to sell to the consumer every time the consumer engages with them? Is the brand creating engagements that are Brand-centric or consumer-centric? Is the brand trying to connect with the consumer on an emotional level or seeking to communicate all the features and benefits the brand can deliver? Is the brand creating multi-sensory consumer experiences or are they only reaching out via efficient mass media vehicles? Are brands developing marketing with the expectation that consumer will immediately purchase their product or are they being altruistic in their marketing?
There are many factors that contribute to developing a relationship between a brand and a consumer. In my article, “Moving from CRM to CRD”, I discuss five of the six factors I have uncovered through my years of developing consumer relationships for P&G and Vocalpoint. Frequency, breadth and depth of communications as well as listening, responding and inspiring are essential component to developing greater interactivity between brand and consumer. Greater interactivity leads to greater familiarity. Greater familiarity leads to greater comfort. Greater comfort leads to greater trust. Greater trust, in turn, leads to a deeper relationship.
Relationships can only develop if the consumer chooses to engage with the brand on an emotional rather than functional level. Interactivity is critical to relationship development. Engagement is critical to interactivity. If a consumer chooses not to engage, there will be no interactivity. No interactivity means no familiarity and so on and so on. Therefore, the nature of the engagements is critical to developing a relationship. The ADVENGAGE model teaches brands how to engage in a manner that leads to greater interactivity that ultimately leads to Advocacy.
Advocacy just doesn’t happen. You do not create advocates because you are using Social Media. How you engage and the messaging you use to engage are more important. Again, at ADVENGAGE, we believe in C.A.R.E. Contact me at gdejesusllc@gmail .com and let us show you how to C.A.R.E.