| TCC Group |
 |
|
|
 |
The aim of every advertiser and marketer is to differentiate their product within a category to effectively communicate this to the market. With the cost of traditional advertising and marketing platforms increasing, WOM stands out as a very effective and credible form of promotion!
It's no longer a case of "Us" vs. "Them" in the dynamic between Marketers and Consumers.
It's time for Brands and their Marketer soldiers to collaborate with consumers!
With Word of Mouth, the consumer takes on the role of the Brand Ambassador in an amplified, exact and more prevailing manner.
Brand Ambassadors are a great in-store tool, and have for years, succeeded in driving sales and converting non-users to users by educating consumers face-to-face. However, Brand Ambassadors are in store for a certain period of time only, and only in certain stores, so the influence that they can exert on consumer decision is capped.
WOM campaigns rely on the concept of seeding.
It's quite simple! Find the consumers who use, believe in and are loyal to your product and by virtue of their existing opinion and correct education, the consumer becomes the Ambassador for the brand.
The Ambassador becomes the plausible source of information who communicates to a potential consumer in a face-to-face manner using more informal, personal and spontaneous methods.
So, WOM looks for potential Ambassadors by surveying current consumers and sorting through them to find the early adopters, the trend setters, the opinions leaders and the influential.
WOM campaigns are carefully structured to facilitate ease of information conveyance between the talker and their peers, and through an incentive which persuades their peers to actually go out and purchase the product.
It starts with those who want to talk, and goes on to those who need to listen. And where does it end?
It doesn't!
Contact Details
Ran Neu-Ner
Office: +27 11 803 9101
Ran@creativecounsel.co.za
|
|
|
|
