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Unpacking “Advocacy Marketing”

Advocacy Marketing At Work

Is Tesla a car company, or an energy company with a car division?

How companies describe their products and services is not only important to how they are perceived, but also how they function and innovate.

We help wine and spirits companies phrase their strengths every day, and the impact on their teams and customers is thrilling to watch.

Occasionally, we turn the focus on our own company.

Early this year Benson added “Advocacy Marketing’ to our list of services. This is a common phrase among marketers but perhaps less so outside the realm of marketing geeks. Once we tried on the idea, it fit like a comfortable jacket. Here’s why.

We help create brand advocates by working with the media: journalists, bloggers and online influencers.

We also work with advocates in the professional trade by, for example, coordinating regional trips, educational seminars and private events for sommeliers, buyers and importers.

And increasingly, we orchestrate media partnerships that can combine advertorial, editorial, events and social platforms. (Wine-searcher.com did a story on this topic last month that featured how Benson helps clients target customer segments.)

But rather than dividing services strictly by audience – “this is a trade promotion Idea” or “that is a press idea”—the term “advocacy” pulls together trade and media and consumer audiences into one. So what, you say?

Well, what happens next is where it gets interesting. A simple word change is driving our agency’s mission – integrated marketing –the core of Benson’s ethos. If each of us perceives our responsibilities more broadly than trade or consumer, earned or paid media, then we can better integrate services. And integrated campaigns create better ideas, better results, and higher ROI for clients.

Changing a few words is knocking down mental walls, and already sprouting new ideas and perspectives. Immediately, our team thought of promotional ideas that will help both our clients and influencer contacts. We discussed new processes and the systems that can empower those ideas. We will report on some of these results in the following months.

NB: To answer the first question, Tesla’s stated mission is “to accelerate the world’s transition to sustainable energy.” See their website.