Word-of-Mouth Marketing Is the Buzz at NEMOA

Share this article:
CAMBRIDGE, MA -- Word-of-mouth marketing is today where Internet marketing was in the late 1990s: Most marketers would say they need to be doing it but couldn't tell you why, Julian Aldridge, president of Ammo Marketing, said yesterday during his presentation at the New England Mail Order Association's spring conference.

Word of mouth is exciting to marketers for various reasons, Aldridge said. For example, whereas the average consumer receives 35,000 messages a week and acts on just three to five of them, one in three word-of-mouth suggestions is acted on. Influencers, the unpaid consumers who spread the word about their favorite products, brands and categories, tell 11 to 17 people on average about those favorite things.

"If you find the right people who have passion for your product, connect with them and add value to their experience, they'll do most of the work for you," he said.

Word of mouth also is the No. 1 type of media driving purchases. For product recommendations, 65 percent of consumers say they most trust their friends as a source.

For a campaign, it's important to define who the influencers are and create a campaign around them, Aldridge said. One key difference between a word-of-mouth campaign and a typical ad campaign is that the former involves consumers directly touching the product.

Ammo recently created a word-of-mouth campaign in San Francisco for Volvo, which wanted to expose a new car to a younger audience who typically doesn't think of Volvo when it's ready to buy a new car.

Ammo's research showed that this audience found going to a car dealership to be a very unpleasant experience. So Ammo identified 120 influencers in high-tech jobs and offered them a 10-day extended test drive and invited them to various Volvo-sponsored events. At the end of the campaign, there was a 360 percent increase in the opinion that Volvo is for young people and spikes in opinions that the price is right and the brand is cool. Three months later, there was a 40 percent increase in sales among the target audience.

Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.