Find brand advocates to be successful, is an often heard phrase in debating conversation management. It's clear that having a lot of brand advocates is in most cases very positive for your brand.
Our research projects have shown, that there is an even more powerful form of word-of-mouth. Once consumers are triggered to ask questions to positive brand users, the impact is even higher. When consumers are asking questions, you are certain that they are really interested in hearing the story about the brand. Furthermore, they choose who they will ask the question to. Two reasons why the impact is higher than when brand advocates take the initiative to convince other consumers.
This commercial of Tempur-Pedic is a great example on how to integrate this philosophy in your advertising. Is an advertisement for mattresses in which you see consumers who are inviting other consumers to ask them about their experience with Tempur-Pedic. Take a look!