Now this IS word of mouth. Read what Oliver Blanchard has to say about Disney Cruises – then have fun with the actor in a chicken suit.
OK, now you are back – here’s a simple question.
If you were in the market for either – which would you be more inclined to check out. The cruise or the chicken sandwich?
Moral: you can’t buy word of mouth from your ad agency.
This research begs the question – if you are spending money on media that ranks anywhere below 3rd or may be 4th ….. why?
Either a) you dont belive the research b) that’s what you did last year and it seems to have worked OK last year .. right? (also known as the "dont confuse me with the facts" argument)
COLUMBUS, OH — (MARKET WIRE) — 12/20/2005 — Marketers’ quest for greater ROI has seen the emergence of the "BIG Idea" as a way to "break through" the clutter, but new information from BIGresearch’s just released Simultaneous Media Usage Survey (SIMM VII) shows the influence of media on purchase decisions may be even more important for increasing advertising effectiveness.
Over 15,000 respondents answered detailed questions on the influence of various media in making a purchase and the results show more dissimilarities than similarities across demographic and ethnic groups. The issue of influence becomes even more complicated when a product category is added to the equation.
The Top 10 Most Influential Media
Overall All Ages
1. Word of Mouth
2. TV
3. Coupons
4. Newspaper Inserts
5. Read Article
6. Direct Mail
7. Magazines
8. In-store Promotion
9. Cable TV
10. Internet Advertising
Electronic Purchases – All Ages
1. Word of Mouth
2. Read Article
3. TV
4. Newspaper Inserts
5. Magazines
6. Internet
7. In-store Promotion
8. Email Advertising
9. Cable TV
10. Newspaper
The age of respondents also impacts the influence media will have on purchase products. For example, for electronics purchases:
The Top 10 Influential Media for Electronic Purchases – 18-24 Year Olds
1. Word of Mouth
2. TV
3. Magazine
4. Internet
5. Read Article
6. In-store Promotion
7. Cable TV
8. Coupons.
9 Email Advertising
10. Direct Mail
Whoa .. has it been that long? OK, sorry for the pause, here is a quick post, and then I’ll be off again till early Jan – taking a family trip to Phuket (in Thailand) for The New Year.
Anyway, had to post about this. I love this idea, its simple and really revealing. Would be great to do this in each major city and build comparisons.
Here in his own words are how it works
“I printed 15,000 of these bubble stickers and place them on top of ads all over New York City. Passersby fill them in. I go back and photograph the results. I just printed 15,000 more!”
Well worth 10 mins to click and browse. Really captures a level of Zeitgeist.
From Teen fashion to Hershey Kisses: New ways to sell a brand
The panel of luminaries speaking at the Warton Conference agree that Influencer driven word of mouth is key to building brands trageting the teen market …
…today’s teens are defined by groups. "Gen X was all about me; Gen Y is about groups or being a part of a group of friends," said Lavigne. This teen dimension has been fueled in part by the increasing levels of communication available to teens, from instant messaging to cell phones to text messaging. "There are a lot of ways to be in touch." And teens today are all about "experiences — the new social currency," she said. "Products can be replicated or knocked off, and there are so many of them today that it is difficult for kids to identify themselves through what they own. When marketing, it’s important to integrate experiences like trips they take to South America with their families. Their experiences can’t be ‘knocked off.’ They’re real."
"Experiences are the new social currency, since products can so easily be knocked off" – especially here in asia!
But when it comes to marketing to teens, it’s difficult to identify the so-called "leading edge." The biggest marketing challenge, said Lavigne, "is understanding that for every 100 things teens experiment with, one or two things will trickle down. The early adopter is sometimes called a trend setter, but they don’t really care about the trend. They are so immersed in video or technology that they just know what the cool things to look for actually are. And then you have the influencers; they are looking to the early adopters, but they are not going to figure it out on their own. They are leading edge, but they don’t look too far head. In marketing, these are the ones you want to get a hold of, because they will spread the word about products and trends."
So true, thats why I am building my business (Vocanic) around identifying and working with Influencers to build brands for business. So glad others agree :-)
A guy gets pulled over and given a speeding ticket … and writes in to ask for it to be waived.
Nothing to do with word of mouth – but I wanted to share :-)
