Direct Line Blog

Palm chases word-of-mouth from Stern

Share this article:
It's been reported that the mobile phone manufacturer Palm is actively courting word-of-mouth marketing by giving its new Pre handset to radio personality Howard Stern.

From the ZDNet blog:
Stern is in the market for a phone and has been a loyal Treo user. He still has a Treo, but is embarrassed to show it given the technology is so old. In other words, Stern is the perfect Palm customer. He’s been fiercely loyal, but has nothing new to get excited about until now.

Celebrity spokespeople are nothing new, but this case is interesting because it's not quite the same. Rather than Stern being paid to extol the virtues of the handset, Palm is looking for authenticity — they WANT him to really like the phone. It's a risk in a way, because if he doesn't, they could lose a lot of credibility and the word-of-mouth will go sour. But on the other hand, if he does genuinely like the phone and becomes a fan of it, that organic recommendation will go a long way for Palm's customers.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

The USTA's Strategy to Ace the Customer Experience

The USTA's Strategy to Ace the Customer Experience

The US Open may be the organization's centerpiece, but its CX strategy is a year-round endeavor.

One Town That Will Track You Down

One Town That Will Track You Down

Chicago is outfitting its streets with censors that track traffic patterns and cell phone usage. Hey, can you get Wi-Fi widdat?

Gaming Companies Excel at Engaging GenY

Gaming Companies Excel at Engaging GenY

Connecting with millennials isn't as hard as marketers think, and these companies are proving it.