Going Deeper into Word of Mouth Marketing
Long-time Brand Autopsy readers know I’m a believer and practitioner of word of mouth marketing — written lots of about it and have worked in it with the Word of Mouth Marketing Association. [Disclosure: I’m still doing some work consulting/presentation work with WOMMA.]
Recently I began working on a project with The Keller Fay Group.
For those deep into word of mouth, you should know Keller Fay. Since 2006, they have been tracking marketing-related conversations Americans are having both offline (person-to-person and face-to-face) as well as online (email, social media, and texting). I’ve quoted many of their research findings on this blog and in countless presentations.
What’s fabulous now is I’m going to have access to previously private TalkTrack® study statistics on word of mouth marketing. In essence, Keller Fay has given me the keys to unlock their data archives of research findings and share the information with you.
With keys in hand, I’ll be serving as Keller Fay’s TalkTrack Conversationalist by sharing interesting stats and providing marketing insights into the implications of Keller Fay’s findings. You’ll be able to read these short articles on the Keller Fay blog, WOM MATTERS.
50% of all consumer conversations about brands refer to a company’s marketing activities
That’s a significant number for marketers to consider. Even more significant is that Keller Fay data reveals traditional advertising (radio/TV/outdoor/print) drives 22% of word of mouth conversations where brand names are mentioned. The remainder of brand-driven conversations are sparked by in-store marketing signage, promotional campaigns, online/social media activity, and direct mail/email.
When designing marketing activities to spark word of mouth, a few basic questions must be asked (and answered). Is the marketing activity interesting? Is it entertaining? Will the planned marketing activity earn opinions from customers? If marketers design and deliver truly interesting and entertaining marketing activities, opinions will be earned and conversation from customers will be sparked.
The challenge then becomes do marketers have confidence that more positive opinions will be earned than negative ones. >> READ MORE