Emanuel Rosen, Anatomy of Buzz author, shared with us in his keynote address how to design marketing campaigns to engage customers, spread stories, and drive results.
He distilled his advice into Ten Questions to Ask Yourself BEFORE Activating Your Next Campaign.
1. Does the product lend itself to WOM?
Is the product remarkable?
2. Are we reinforcing the concept and the message behind the product?
Are we implementing stunts to grab fleeting attention? Or are we implementing meaningful and compelling activities that are captivating?
3. Can we release information gradually?
How often can we give customers new chapters to the story we are telling them?
4. Are we giving our customers something to talk about?
Are our tactics interesting to get customers interested?
5. Do we give customers an opportunity to get involved?
What can we do to allow customers the opportunity to co-create with us?
6. Are we making it easy for customers to spread the word?
What simple mechanisms are we giving customers to tell others about the product/service?
7. Can we stimulate interaction among customers?
Are we enabling customers to bond with each other? And are we fostering the spirit of community with our customers?
8. Can we identify network hubs by category? By their activism?
Have we properly identified our customers by their like-minded passions?
9. Are we seeding the network?
Have we located and appealed to the uber-mavens across multiple social network hubs?
10. How is this campaign going to affect our reputation?
Is this campaign a brand credit or a brand debit?
Does the product lend itself to WOM?
Posted by: Troy Worman | April 12, 2005 at 02:42 PM
Yes, "Does the product lend itself to WOM (word-of-mouth)?" is Rosen's first question marketers should ask.
Posted by: johnmoore (from brandautopsy) | April 12, 2005 at 02:56 PM