Advocacy Marketing

Put Digital Rails Around Word-of-Mouth and Building an Ambassador Program

October 20, 2020

Nick Stagge, the CMO at Wooly, and Brett Curry, the CEO of OMG Commerce, talk about how to invest in your relationships with customers. Then, they dive deeper and explain how these efforts provide an incredible ROI.

Do you have to tell people your brand is the best or are your customers telling their friends for you?

Are you effectively tracking which customers drive sales?

If your brand cannot answer those two questions, you’ll want to tap into this eCommerce Evolution podcast. Nick Stagge, the CMO at Wooly, and Brett Curry, the CEO of OMG Commerce, talk about how to invest in your relationships with customers. Then, they dive deeper and explain how these efforts provide an incredible ROI. 

Click here to listen in:

Put Digital Rails Around Word-of-Mouth and Building an Ambassador Program

If you want a quick overview, here’s what you can expect to learn from the podcast:

  • Why should you build an ambassador program?
  • Customers buy with emotion and building a relationship with your customers creates emotional connection.
  • Don’t take your best customers for granted.
  • Not all things can be measured and that shouldn’t stop you.
  • Wooly software helps companies connect Branding and revenue.
  • How GoPro created real relationships with customers and then turned them into members of their marketing team.
  • How Wooly helps brands naturally engage their customers to build deeper relationships
  • Make it easier for your customers to share your brand
  • How Salomon turned their customers into influencers.
  • The pros and cons of paying affiliate commissions.
  • Wooly is building an app that simplifies, incentivizes and tracks word of mouth marketing.
  • Engaging with your customers and providing them easier ways to share the products they love is the future of commerce, AKA customer commerce.

Listen to the podcast Put Digital Rails Around Word-of-Mouth and Building an Ambassador Program

Highlights From the Podcast Episode

Most pros acknowledge that word-of-mouth marketing is the most potent means of promotion. 

However, word-of-mouth marketing, often known as WOMM, comes with an implicit challenge.  How do organizations develop, support, and measure word-of-mouth and skirt coming across as creepy? 

Wooly is a brand ambassador platform that provides structure to WOMM and assists exceptional businesses such as Skull Candy, Purple Mattress, and others in scaling their advocacy programs.

Discovering Word-of-Mouth  

When it comes to word of mouth, Nick Stagge, the CMO of Wooly, understands its influence first-hand.

After spending more than a decade working in-store, from behind the scenes for a national retail organization, I learned that people connect with others in a wide range of ways. Personal relationships, particularly when it comes to the buying process, are crucial.

It was also something I discovered over my ten years working there; most companies didn't do anything to help retail store owners cultivate connections with their customers and sell their products. Before ecommerce was much of a thing, I worked with several startups like Skull Candy and GoPro, developing their ambassador programs.

We began with retailers and then went into the media, athletes, social media influencers, and finally expanded into distributors and sales forces.

Word-of-Mouth Software

It began to dawn on me: This is difficult to achieve without the use of technology. I could grow significantly if I had superior technology at my disposal. Similarly, I transitioned from working in the retail industry to tech. I began working for digital firms that support and encourage word of mouth.

I spent five years in marketing with ExpertVoice, a firm that places a lot of emphasis on industry professionals and merchants. It was approximately a year ago that I began working as the CMO for Wooly. That is because I am following the trend from macro to micro to nano influencers.

Also, if you take that train of thought to its logical conclusion, it is everyday consumers. We can address some pretty big problems if we can implement digital rails around word-of-mouth marketing. Thus, that's why I became a member of Wooly. We're at that point now where we can realistically tackle the challenge.

Consumer Emotions

It's a fact; when it comes to shopping, we are emotional. We base our decisions on emotions and then use reasoning to defend those decisions.

A company's ambassador program can result in stronger relationships with both businesses and customers. That is to say; when you promise to make their purchases more convenient, their behavior alters to accommodate your offer.

But it's not only that creating that ambassador program is a one-to-one relationship. I have this contact with someone who will now purchase something, but it also enables you to build a whole army of micro marketers working on your behalf. They will truly help you to disseminate your message further. They will spread the word about your company.

These individuals will assist you with growing your whole funnel, from awareness to the moment of purchase. And if you do it the correct way, they will do it for you, not for cash, not for monetary benefit, but because they are emotionally linked to you, and we are just trying to help them. That is how humans make purchases.

C-commerce

However, marketing experts and e-commerce groups are all guilty of forgetting about the people who make the best consumers.

By making this assumption, we're treating our customers as though they'll always purchase from us. Be careful not to neglect your current customers.

Grow with people who love you. Request a demo today.

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