![\"Allie](\"http:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2016\/03\/Allie-Ingalls-Instagram.jpg\")
A Little Sunshine Goes a Long Way<\/h3>\nA Little Sunshine Goes a Long Way<\/h3>\nAre influence and advocacy marketing the gifts that keep on giving?<\/p>\n
Yes, yes they are. And knowing how to tap\u00a0into pre-existing fans and authentic emotional stories gives you even more. Allie Ingalls and Jennie Hughes of WhiteWave Foods agree that being generous with customer rewards and aware of consumer needs help create a lasting and effective base<\/strong> for true advocacy and successful influence marketing campaigns.<\/p>\n WhiteWave Foods is a big company on a big scale, and\u2014most importantly\u2014has a big heart and a small family farm feel. Dedicated to creating, promoting, and distributing healthy foods worldwide, WhiteWave actively creates innovative products and marketing to drive the demand for healthier foods everywhere. Allie and Jennie are experts on how to make a big idea feel personal, approachable, and successful.<\/strong>\u00a0(highlight to tweet) They\u2019ve gathered many rays of insights and tools, and, thankfully for us, are willing to share their sunshine.<\/p>\n <\/p>\n \u201cAn influencer can really be anyone from day to day. (highlight to tweet) And it’s really someone who’s passionate about a belief or opinion or product and they\u00a0feel so passionate about it that they really want to share that with others.\u201d \u2014@Jennie0384<\/p>\n \u201cIt kind of makes you think about the ripple effect. We sort of hit the bullseye and then let the bullseye sort of extend beyond and beyond. I love the idea of giving legs to someone who’s going to advocate for us on our behalf and empowering them to send the message further.\u201d \u2014@allieingalls<\/p>\n \u201cI think the most important things is we’re finding influencers who are already fans of our brand. It’s so much easier to be able to activate your brand message and your brand promise with people who are already excited to tell your story and they’re already natural advocates.\u201d \u2014@Jennie0384<\/p>\n \u201cYou need to do something innovative and unique to break through the noise a little bit.\u201d \u2014@allieingalls<\/p>\n \u201cI always say don’t fit a square peg into a round hole. Allow your influencers to shine through and find their strength and activate them according to the platforms you have.\u201d \u2014@allieingalls (highlight to tweet)<\/p>\n \u201cI think that paid sponsorships aren’t necessarily a bad thing, but the way you do it is so critical. (highlight to tweet) Just making sure that you’re coming across is very authentic. So when we brief our influencers, we’re very, very careful to just setup some guardrails and let them fill in and take the message that we’re trying to promote and make it their own. Otherwise their followers are going to know that’s not real. That’s not a very genuine endorsement.\u201d \u2014@Jennie0384<\/p>\n<\/blockquote>\n \u201cIt’s really more on brands to ensure that as we’re working with influencers, we’re doing it in a very meaningful and relevant way. (highlight to tweet) I think those kinds of messages, is what really breaks through the clutter and the noise of digital.\u201d \u2014@Jennie0384<\/p>\n <\/p>\n Would you rather, for a whole year, live in a tent in the woods or have your own bunk at a hostel?<\/i> Would you rather be CEO of a Fortune 500 or just a really popular seller on Etsy?<\/i> Would rather get $10 million or never look older than 25? <\/span><\/i> Would you rather be unable to make phone calls for a year or totally unable to receive emails for a year?<\/span><\/i> A Little Sunshine Goes a Long Way Are influence and advocacy marketing the gifts that keep on giving? Yes, yes they are. And knowing how to tap\u00a0into pre-existing fans and authentic emotional stories gives you…<\/p>\nIn This Episode<\/span><\/h3>\n
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Quotes From This Episode<\/h3>\n
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Resources<\/span><\/h3>\n
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Would You Rather<\/span><\/h3>\n
Allie Ingalls<\/h4>\n
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\nOkay, listen, hostel all the way. That has electricity and running water. No, I don\u2019t camp.<\/p>\n
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\nI would rather be CEO of a Fortune 500 company. I do not know how to make things.<\/p>\nJennie Hughes<\/h4>\n
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\nI would probably rather get $10 million. I think I have a lot of things that I would like to do with that. I actually don\u2019t mind aging. I think it\u2019s somewhat of a mark of your experience, so to speak. So that one I\u2019m okay with. But I think the money would definitely help. I\u2019ve got a 12-year-old daughter who\u2019s probably going to want to go to college, I would imagine.<\/span><\/p>\n
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\nThat one is super easy. I would much rather not receive emails for a year. That sounds like a vacation.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/p>\n
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