RE: word of mouth on the internet
JEREMY SWINFEN GREEN WROTE:
>I am often intrigued by the clever .exe files that are
>emailed to me by my friends...
>
>All of these are excellent (it seems to me) ways of
>generating publicity and they seem to be very much an on
>line version of "word of mouth" marketing...
>
>I would be interested to know whether anyone on the list has
>experience of marketing using this technique, how effective
>it was and how (if at all) they measured effectiveness.
Dear Jeremy,
We have had enormous success promoting products through
"pass-along", word-of-mouth advertising. One campaign, which
won us the CASIE interactive marketing campaign award, was
to provide an ad unit that popped-up on sites and allowed
consumers to "e-mail a kiss" to their friends. These e-mails
are customizable stories that allow consumers to choose the
setting and characters for a little love story in which they
wrote a little message. We tracked the pass-along rate
(through a proprietary system) and found that a good
percentage of those receiving the "kiss" sent one
themselves. We have also developed a reminder service for
birthdays and holidays. You can try it out at
http://www.scope.pg.com.
Letting consumers tell their own story within the context of
a brand message works. We feel that it is one way that
marketers can adapt to the new communication environment of
the Internet.
| Jeffrey Graham
| Director of Research & Strategic Planning
| BLUE MARBLE ACG
| jgraham_at_bluemarble.com
________________________________________________
New York | Los Angeles | San Francisco | Detroit | London
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Received on Wed May 26 1999 - 10:33:33 CDT
