Would you rather have one blockbuster celebrity endorse your brand or the lady who chairs the parent-action committee at the neighborhood grade school?
In recent years, restaurant marketing teams have become obsessed with the idea of reaching online influencers with promotions, announcements and other messages..
Specialized agencies have sprung up, evangelizing capabilities that range from conducting blogger relation campaigns, designing and hosting private VIP events, and even using tactics like Klout perks and Facebook contests to generate earned media and reviews.
I do believe that in the right time and place, each of these tactics can be a valuable component in a larger restaurant marketing strategy. But do restaurants and retail marketers have more to gain by focusing their efforts the folks who are already excited about, and willing to recommend their brand to their friends?
I think, yes.
Find out why as I talk with two marketers who are already helping brands to identify and activate armies of brand advocates.
Social Restaurant Podcast: Episode #2
Identifying and Activating Brand Advocates with Rob Fuggetta and Chelsea Hickey of Zuberance
In Episode #2 of The Social Restaurant Podcast, I’m joined by veterans of building large armies of brand advocates to discuss how you can apply them in your restaurant concepts.
Rob Fuggetta is the CEO of Zuberance, and Apple brand marketing alumni and tenured technology CMO. Rob is also the author of “Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force”.
Chelsea Hickey joined Zuberance as Digital Marketing Manager after using the software to build a database of brand advocate stories about delicious fish tacos that helped to expand the loyalty program for Rubio’s, a fast-casual concept with more than 200 locations.
In this 20 minute Social Restaurant Podcast episode, Rob and Chelsea will talk about:
- What separates brand advocates from influencers?
- Methods you can use to identify brand advocates and tap them as a marketing force
- Case examples of how restaurants are already developing brand advocacy programs