Loading ...
News
We highlight and comment on organizations that are practicing (or not) Word-of-Mouth Innovation by procedurely Investigating, Creating, Evaluating and Activating Word-of-Mouth Ideas, and sharing best pratices and results.
Word-of-Mouth, the #1 Product Purchase Influence Source
Last modified on 2007-09-18 04:07:15 GMT. 0 comments. Top.
Based a new report by eMarketer 95% of women and 92% of men cite ”Recommedation of a friend” as an influence source when deciding on a product, making it #1. That begs the question, is 92%-95% of your marketing budget allocated to Word-of-Mouth initiates?
The report also states that effective Word-of-Mouth Marketing Programs see 6-7 recommendations from each person in the test, with most buzz marketing organizations trying for 3-4.
A best practice from the report was the perceived value, not just dollar value and “If it makes them feel in the know, they’re more likely to pass it along.”
UNLEASH Buzz recently completed a Brand Ambassador program which saw initial recommendations ranging from 15-5,300 and averaging around 55 with recommendations from one secondary source of 75,000.
Bad Buzz Travels Fast as Companies Gasp - The Lead Paint in Children’s Products Crisis
Last modified on 2007-09-13 23:48:01 GMT. 0 comments. Top.
What’s as puzzling as the how many children’s products are being recalled for lead paint contamination is how companies’ (Fisher-Price, Mattel, Toys R Us etc.) Quality, PR and Marketing were and are asleep at the wheel.
For starters, who was ultimately responsible within the children’s product manufacturer for monitoring the quality and safety of these products? How is PR saturating online and offline media with damage control stories (as I haven’t heard or see any when I see the barrage of Toys R Us concerned consumers venting online). How is marketing reaching out to their customers (assuming they know who all their customers are) to reassure them?
A Google search for “toys r us lead paint” (the suggestion in the Google search bar) shows the #1 search result (out of 1.9 million) as a Toys R Us sponsored search ad which simply takes you to their corporate web site (to buy more lead tainted toys?) with nothing addressing the lead paint crisis on the home page. Although near the bottom of the page they do have a safety information link which takes you to a boilerplate safety letter from the CEO which doesn’t mention lead paint.
Had companies like Toys R Us being using Brand Buzz Monitoring they could be more Word-of-Mouth proactive, understand the content and extent of what people are saying about Toys R Us to others and reassure consumers where they are having conversations. Hopefully they’ll read this post. Better yet, I plan to contact them to see how they’re monitoring their Buzz. I’ll report on our progress.
Share This