I’m an Advocate of Tommy Bahama, the fashion retailer. I enthusiastically recommend Tommy Bahama to my friends. I love their relaxed, Island style of clothing. In fact, I could probably buy an island with the money I’ve spent at Tommy Bahama.
The problem is this: nearly every day in December, Tommy Bahama’s marketing department has been sending me emails urging me to buy more now. This annoying, non-stop email blasts is exactly the wrong way to treat Advocates.
What should Tommy Bahama do?
Well, first they should ask me whether I’m a Tommy Bahama Advocate. They should then engage me in ways that feels like Tommy Bahama understands that I’m a highly valuable customer, not a “target” in an email database.
Maybe they could give me an exclusive promotional offer for me and my friends. Or maybe they could invite me to a gathering at one of their stores, where I’d be delighted to give them some feedback about their clothing. They should definitely ask me about my favorite Tommy Bahama story or my favorite Tommy Bahama shirt.
Meanwhile Tommy, please live up your brand mantra, especially when it comes to your Brand Advocates like me.
Relax
