By Jamie McDonald and Tessica Burley The hottest marketers in the country face their biggest...
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LIES, DAMN LIES, AND WORD OF MOUTH By Jamie McDonald and Tessica Burley The hottest marketers in the country face their biggest challenge yet: marketing themselves. Article 42
By Jamie McDonald and Tessica Burley The hottest marketers in the country face their biggest challenge yet: marketing themselves. Article 42
By Jamie McDonald and Tessica Burley The hottest marketers in
the country face their biggest challenge yet: marketing themselves.
Article 42
Slide 3
Word of Mouth Marketing Association: is a form of marketing by
which companies encourage consumers to recommend products to one
another- is currently among the brightest stars in the advertising
firmament.
Slide 4
The biggest problem with word of mouth is separating the truth
from the lies. Marketers try to get samples of new products into
the hands of individual consumers. The marketer encourages those
individuals to talk up its products to friends, acquaintances, and
total strangers.
Slide 5
Entrepreneurial companies are also embracing word of mouth
because it can be done cheaply and has an outsider appeal. Some
companies that use word of mouth are: DellHersey IntuitKraft
General MotorsProcter & Gamble
Slide 6
In order to promote and manage Word of Mouth communications,
marketers use methods to achieve desired behavioral response.
Slide 7
Stealth Marketing Marketing disguised as something else. Viral
Marketing Promoting products or services through messages and video
spread by consumers via e-mail. Influencer Marketing Targeting the
connected or cool people that lemmings will most likely
follow.
Slide 8
Winning the attention for products by putting them in the hands
of celebrities. http://www.youtube.com/watch?v=HOYnOe
o42ko&feature=related http://www.youtube.com/watch?v=HOYnOe
o42ko&feature=related
Slide 9
In late 2001, BzzAgent founder and CEO Dave Balter realized
that marketers weren't harnessing the power of word of mouth (WOM).
His vision was to create a platform that would allow people to
experience new products and services, share their honest opinions
about them with people they knew and report those activities and
opinions so marketers could directly see the results. This
community would be something entirely new, bringing consumers and
marketers together to organize and track honest word of mouth.
Slide 10
BzzAgent lets marketers leverage the power and pervasiveness of
natural word of mouth, and put it to work for their brand in a
controlled, replicable and measurable way.
Slide 11
Easy, Integrated, Effective PlanExecuteIgniteAccelerateAnalyze
Put BzzAgent to work for your brand
Slide 12
The rich taste of espresso combined with skim milk and Splenda,
the no calorie sweetener, makes Latte Lite a healthy espresso
beverage option. Dunkin Donuts wanted to find a way to connect
directly with it target demographic to get the word out about Latte
Lite.
Slide 13
Dunkin Donuts engaged 3,000 Agents in a 12 week Campaign
Targeted Agents in New York, Detroit, Boston and Cleveland Each
Agent Received six Be My Guest cards for a complimentary Latte Lite
and the official Latte Lite BzzGuide
Slide 14
Generated Reach and Trial Reached 111,272 individuals 96% of
Agents noted that at least one person with whom they conversed had
tried a Latte Lite Category sales increased by 26% in test markets
while control markets experienced an 8% increase.
Slide 15
If you cant say nothing nice then dont say nothing at all.
Companies often use an occasional lie to get customers to buy their
products. Word of mouth is effective only as long as people trust
it.
