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What Iceland Foods has learnt through starting Advocate Marketing

[fa icon="calendar'] 21/11/16 16:11 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, influencer marketing, UGC, Iceland Foods, brand ambassadors, retail marketing, retail advocacy, employee advocacy, employee advocacy programme, employee advocacy platform, HR Tech, employee advocacy tools, social media marketing

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We have a special breakfast briefing this coming Thursday where our main speaker will be Andy Thompson, Social and Digital Manager, Iceland Foods.

Thompson has been instrumental in driving an innovative digital marketing approach in 2016, which has resulted in numerous industry awards including: The Drum Content Awards 2016 (Best Retail Content Marketing Strategy/Campaign); Retail Week Rising Stars (Social Media Team, Winner) and The UK Social Media Communications Awards 2016 (Best In-House Team Social Media and Best Community Engagement).

Part of Thompson’s approach this year has been to set up an Iceland advocate programme for employees and customers to increase word-of-mouth marketing to new levels. He says: “Word of mouth is very important because of the impact it has on brand perception.”

Download the Iceland Foods Case Study

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Breakfast Briefing 24th November: Transforming Retail Marketing through Advocacy

[fa icon="calendar'] 16/11/16 14:23 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, influencer marketing, UGC, Iceland Foods, brand ambassadors, retail marketing, retail advocacy

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Qube Media is holding a breakfast briefing in central London next Thursday 24th November: How Iceland Foods is transforming retail marketing through advocacy.

We’ve spoken recently about how to win market share in this space and how the smart use of social media can help brands close the gap between them and the customer.

Famously competitive with very tight margins, the retail market is being disrupted as brands seek to create a deeper relationship with the customer. Find out how Iceland Foods is transforming retail marketing through advocacy to gain the competitive edge.

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How to increase reviews for your travel brand: Five takeaways

[fa icon="calendar'] 11/11/16 12:11 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, travel marketing, travel reviews, airbnb, influencer marketing, UGC

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This week Qube Media ran the latest of our events on advocate and influencer marketing in London looking specifically at the travel space and how travel reviews are a must-win area for brands.

Using Airbnb as a case study we examined how the travel review space has evolved, how brands can generate more positive word-of-mouth from advocates and influencers, and how brands can win this digital marketing battle in 2017.

This is clearly an exciting and fast-moving space, which generated a lot of discussion. Below are five key takeaways to help you get the competitive edge in 2017.

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Travel reviews: A Must-Win Space for Brands

[fa icon="calendar'] 04/11/16 11:45 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, travel marketing, travel reviews

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The travel review space has exploded in recent years and brands taking advantage are stealing market share rapidly, while brands which are not top of mind when customers search for holidays are losing business quickly.

Customers used to have a much smaller circle of influencers to guide their holiday choices: travel agents, national and regional media, TV shows such as Wish You Were Here? or Which? Magazine. As well as their friends, family and peers, of course. That small group of influencers now seems a long time way away.

While TV, radio and media remain important, word-of-mouth influence has blossomed with the advent of sites from Expedia, Booking.com and Tripadvisor to Trustpilot, Feefo and Reevoo. Customers can access reviews from sites as far ranging as Mumsnet to travel trade sites such as the Association of Independent Tour Operators (AITO).

And travel companies can find out a lot more about their customers as well. Review site software such as Bazaarvoice has meant online travel operators can now host reviews, answer queries in reviews and gain valuable insight into customer behaviour.

The biggest game-changer of them all though is the rise of social media, which has allowed word-of-mouth to explode in the travel space through channels such as Facebook, Twitter and Instagram.

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7 Things we learnt from the CXSummit 2016

[fa icon="calendar'] 27/10/16 12:45 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, CX, Customer Experience

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Qube Media spoke at the inaugural CXSummit 2016 last week and it was a really exciting event with plenty of debate, some insightful speakers and lots of discussion from the floor on the current state of Customer Experience (CX).

Below, here's our 7 CX takeaways in what we consider a growing and critically important part of any innovative and sustainable brand moving into 2017.

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Event Invite: Winning and losing in digital marketing in 2017 (event series November)

[fa icon="calendar'] 24/10/16 14:44 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, digital marketing, employee advocacy, sponsorship, travel marketing, retail marketing, social media brand advocacy

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Qube Media is holding a series of three digital marketing breakfast briefing events in November in central London. Tickets are on sale now, so sign up asap to avoid disappointment. 

Travel: 9th November

In the footsteps of Airbnb: using advocate marketing to get more reviews for your travel brand. 

Sponsorship: 16th November

Sponsorship: using advocate marketing to drive brand awareness in a crowded field. 

Retail: 24th November

Where 2017’s top retail campaigns will be won and lost - how customer and employee advocacy give brands the edge. 

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Social Media Brand Advocacy: Making it easy for your best customers

[fa icon="calendar'] 14/10/16 17:01 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, CX, Customer Experience, social media brand advocacy

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Social media has the ability to close the gap between brands and customers and improve the customer experience significantly, but the key is to make it easy for your customers.

If your customers want to say something positive about your brand, then in that instant it's up to you to make it as frictionless an experience as possible by giving them the support they need. This means being able to reach them wherever, whenever and however they want to engage with you.

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Why we’re speaking at the CX Summit 2016

[fa icon="calendar'] 12/10/16 12:23 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, CX, Customer Experience, CX Summit 2016

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When we got the invite to speak at the inaugural CX Summit 2016 next week at Lord’s Cricket Ground we knew we had to attend.

Customer Experience is at the heart of what we do and we think customers get a raw deal from many brands. Sometimes it’s lazy, sometimes it’s unthinking, or just dull copycat behaviour, but we challenge the status quo from brands that believe a mediocre relationship between brand and customer is okay.

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What is Advocate Marketing anyway?

[fa icon="calendar'] 04/10/16 17:57 / by Mark Henshall posted in advocate marketing, customer advocacy, consumer advocacy, reviews, employee advocacy, employee advocacy programme, employee advocacy platform, employee advocacy tools, HR Tech, brand advocacy, social media marketing

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This is where consumers or employees are explaining your brand to other consumers.

The art of Advocate Marketing is to encourage people who like your brand to talk about you more to others. These people can be fans of your brand, people who’ve just recently picked up on you or people who aspire to your brand in some way. They can also be employee advocates.

At the heart of advocate marketing is turning a satisfied customer into a superfan; someone who speaks about you positively, enjoys a better customer experience and, in turn, creates a new pipeline of customers for you. Or inspiring an engaged employee into a vocal brand advocate.

By doing advocate marketing well, you’re encouraging customer retention, while greatly increasing your customer acquisition rate.

Getting started in employee advocacy? Find out more here.

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