word of mouth

Caltex Revamps Its Image by Driving Change

Caltex Revamps Its Image by Driving Change

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Caltex called on media agency MEC to develop a campaign that would give the brand a reputation facelift in the Southeast Asia market.

Saving Customer Relationships Despite Negative WOM

Saving Customer Relationships Despite Negative WOM

Research shows that customers who receive constructive responses after negative posts become more actively engaged.

News Byte: Talking It Up on Social

News Byte: Talking It Up on Social

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Consumers are taking to social channels to discuss brands more than ever, a new report says.

Smart Social Targeting 'Once' and For All

Smart Social Targeting 'Once' and For All

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Following its streak of 2012 Tony Award wins, Once the Musical expands its audience with an intelligent campaign that cleverly capitalizes on existing buzz.

Don't Hold Back Your Evangelists

Don't Hold Back Your Evangelists

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Advocate customers want to sing your praises, so give them a stage and a mic

Huggies ups the ante on social media

Huggies ups the ante on social media

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The diaper brand absorbed hundreds of thousands of happy—and identifiable—customers with a promotion that doubled the benefits for those who share.

Word-of-mouth marketing gone awry

Word-of-mouth marketing gone awry

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Please, solve my problem before you ask for a referral.

Customer loyalty is a moving target

Customer loyalty is a moving target

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Moving residences prompts purchases, but also tests customers' loyalty to current providers.

Green Mountain Coffee gains buzz with fair trade awareness campaign

Green Mountain Coffee gains buzz with fair trade awareness campaign

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Coffee drinking is often a social activity, which is why it made sense for Green Mountain to tap BzzAgent to promote its fair trade-certified coffee line.

Lessons from (pizza) pie charts

Lessons from (pizza) pie charts

All I really need to know about marketing I learned on summer vacation.

Word-of-mouth drives teen conversions

Word-of-mouth drives teen conversions

School is out for summer, but for marketers, dealing with teens is a year-round learning process.

Connect with power moms through their trusted causes

Connect with power moms through their trusted causes

Even before blogs existed, Mad Men-era marketers knew that women held the purse strings in their homes.

VitalSmarts focuses on 
CRM and client acquisition

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Corporate training company VitalSmarts uses its "Awareness Team" to spread the word about the brand's professional training products through social media, and the company also relies heavily on word-of-mouth referrals it obtains through free distribution of some of its best-selling books at trade shows and executive briefings.

LBi acquires Mr Youth

LBi acquires Mr Youth

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LBi International acquired social media marketing agency Mr Youth for approximately $40 million to $50 million, Luke Taylor, CEO of LBi, told Direct Marketing News.

Zico connects Facebook pledge to a healthy and charitable lifestyle

Zico connects Facebook pledge to a healthy and charitable lifestyle

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Zico brand coconut water's latest campaign features NBA star Kevin Garnett and allows consumers to pledge, through Facebook, to live a more natural lifestyle. It offers to give away Zico to one lucky fan each day, but also to make a donation to the Challenged Athletes Foundation for each pledge.

Elmer's seeks out crafters

Elmer's seeks out crafters

Elmer's Products wanted to target moms ages 25 to 55 interested in crafts and scrapbooking for the launch of an Elmer's and X-Acto line of crafting supplies, sold exclusively at Wal-Mart stores.

Facebook launches eighth ad unit, designed by Leo Burnett

Facebook launches eighth ad unit, designed by Leo Burnett

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Leo Burnett has created an interactive ad unit for Facebook that will allow brands to initiate conversations with consumers by posting photos, videos, links and status updates onto the social network.

Consumer word-of-mouth activity down since start of recession: Colloquy

Consumers have cut back significantly on sharing opinions about companies, as well as their products and services, since the beginning of the "Great Recession," according to research from Colloquy. Fifty-eight percent of consumers said they have discussions with family members, friends and colleagues about the brands they use, down from 73% in 2008, according to the loyalty marketing consultancy.

J. Hilburn launches first e-commerce portal

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Custom clothing company J. Hilburn launched its first e-commerce website on March 23. The site, which the company created in-house, features sophisticated social media and e-mail sharing mechanisms. Prior to the launch, J. Hilburn's products were available exclusively through more than 800 personal style advisors nationwide who would meet with customers to take measurements and provide fashion suggestions.

Marketers strike a balance between skeptical teens and their cautious parents

Marketers strike a balance between skeptical teens and their cautious parents

As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.

Put your social advocates to work for you

Put your social advocates to work for you

While the concept of word-of-mouth marketing has been around for ages, the Web and social media have taken it a step further.

Let your employees tell your company's story to grow your brand

Let your employees tell your company's story to grow your brand

As executives bring their brands to life, they should invest in the people who know it best: their employees. Who better to tell a brand's story than those people who are most passionate about a brand.

Word-of-mouth programs show short-, long-term effectiveness: study

Word-of-mouth marketing programs are effective in both the short and long term, showing up to a 60% return on investment, according to an academic study.

Influencers still doing it live

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ICOM, a division of Epsilon Targeting, released a study yesterday with some interesting findings on influencers.

New Avenues for Acquisition

New Avenues for Acquisition

Acquisition today is tougher than ever before, beyond simply building the perfect prospect list. With over 14 states now engaged in some form of do-not-mail legislation, smart b-to-b and consumer marketers are re-thinking the entire concept of engaging leads and acquiring new customers.More than a platform for the exchange of information, the most successful acquisition projects of 2010 will be those that call upon the aid of search engine optimization (SEO) strategies and homepage opt-ins, word of mouth, social networking and blogging tools and strategies.

Microsoft launches Twitter haiku contest for IT pros

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Microsoft launched an online haiku contest this month targeting IT professionals. To win a home theater system and an Xbox 360 Elite console, IT pros can submit their best haikus about the Windows Server 2008 R2 operating system via Twitter or the campaign's microsite, R2Haiku.com.

Welch's juices up brand marketing with digital effort

Welch's juices up brand marketing with digital effort

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Juice maker Welch's, which spent $4 million online last year, launched its "Real. Grape. Goodness" integrated effort, November 12. It includes TV, online and print components.

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