Customer advocacy in advertising: Domino's and GQ

If I had to pick my favorite ad campaign of the last few years, it is easily Domino's Pizza relaunch. It helps that the new pizzas are delicious and I appreciate the bold move to change everything. But when they asked for customers to provide the photos for their new pizza line, I was floored. Talk about standing behind your product.

But then they raised the game. They couldn't have expected everyone to return fantastic shots, and they could have hid all the haters if they wanted. But they used that, too.

This is all about using customer advocacy in your advertising, and in the modern marketplace, it is essential. Combined with a quality product, this campaign turned me, and many like me, into consumer advocates for their brand. This customer service seems to have trickled through their organization, too. Check this - http://everydayfunnyfunny.com/funny-special-pizza-delivery-instruction/

This brings me back to my previous rant about Netflix (check out my last blog for more). There was no effort given to understanding or taking care of your customer, and that's just horrible. Well, while cruising the internet today, I caught another group who agrees with me.

GQ magazine posted the following note in their articles that reviewed a series available for streaming on Netflix:

Dear Netflix,

We love you, but you're killing us. This week you announced price hikes and reduced subscription options. Don't get us wrong: The content is wonderful. Keep it coming. But the sting still lingers, and we cannot in good faith recommend that our readers use you this week. We have no choice but to look to other sites. Consider this our (very) minor protest.

Sincerely,
GQ

Read More http://www.gq.com/entertainment/movies-and-tv/201107/stream-this-misfits-hulu-netflix#ixzz1SC63t04S

I have to give it up to Netflix. They are risking a large amount of advertising dollars by taking this stand, but in the process, they are making a bold stand for their customers. It may impact immediate dollars, but such consumer advocacy is likely to spur many lifetime subscribers, and such honesty is likely to endear brands promoted by GQ to their consumers. It is a long game, but I think it is one worth recognizing.