How To Motivate Brand Influencers

Dave Balter knows a thing or two about brand advocacy, and his experience may turn some of your assumptions about brand relationships on their head. Balter is the founder of BzzAgent, a Boston-based agency that specializes in generating word-of-mouth awareness for products and brands. Over the past eight years, the company has recruited more than half a million brand ambassadors it calls “agents” and applied them to campaigns for more than 500 clients. BzzAgent’s success challenges two items of conventional wisdom about marketing...