The power of brand advocates
Today something interesting happened on the subway. A school kid came to sell mayflowers, and was met with limited interest. However, then one woman looked up and said - “Oh how pretty they are, I would really like to buy one.” As she was digging through her purse for 10kr, she talked passionately about how nice the flowers were this year, pink! Curious passengers looked up at the woman and the boy selling flowers. As she noticed that she didn’t have any cash, she loudly expressed her disappointment. “Oh that is such a pity, I would really have liked to have one.” Then something interesting happened. The woman next to her took out 10kr and bought one for herself. Then two other did the same. Within minutes the boy had sold flowers to 4 other passengers –all sitting around this woman.
What just happened? Did in effect this boy sell to 4 customers? Well, technically one could argue that he didn’t. He sold it to one customer (who didn’t even buy one), and she, in turn, as a passionate and vocal brand advocate, sold 4 flowers for him.
What’s our learning? Find your most fruitful target group and create a tight and intimate relationship with them. They will help your brand prosper.