http://www.stoppress.co.nz/news/2009/09/returning-to-the-wom/ Breaking news from New Zealand Marketing magazine Sat, 11 Feb 2012 04:16:26 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.stoppress.co.nz/news/2009/09/returning-to-the-wom/comment-page-1/#comment-6987 Returning to the WOM » The Village Square NL Sat, 20 Nov 2010 19:20:02 +0000 http://www.stoppress.co.nz/?p=895#comment-6987 [...] Jake has written this article for Marketing Magazine and the full article can be read on the Stoppress website: Continue Reading… [...] [...] Jake has written this article for Marketing Magazine and the full article can be read on the Stoppress website: Continue Reading… [...]

]]> http://www.stoppress.co.nz/news/2009/09/returning-to-the-wom/comment-page-1/#comment-680 The Village Square » Returning to the WOM Wed, 14 Oct 2009 02:44:43 +0000 http://www.stoppress.co.nz/?p=895#comment-680 [...] Jake has written this article for Marketing Magazine and the full article can be read on the Stoppress website: Continue Reading… [...] [...] Jake has written this article for Marketing Magazine and the full article can be read on the Stoppress website: Continue Reading… [...]

]]> http://www.stoppress.co.nz/news/2009/09/returning-to-the-wom/comment-page-1/#comment-86 Claudia Macdonald Sun, 06 Sep 2009 07:28:05 +0000 http://www.stoppress.co.nz/?p=895#comment-86 I agree wholeheartedly with Jake regarding the power of WOM. And great to see reference to measurability, which is the holy grail of marketing. However I disagree with his view that people don't know about referral marketing. I think they do, just not by that name - and probably not in its purist sense. Marcomms PR frequently uses 'influencers' to sample and, hopefully, talk positively to friends and colleagues about products. They are not chosen randomly, but because they fit the audience demographics. Do it right and you reach a good sized market who believe the influencers because they are knowledgeable. At a different level, experiential activity encourages consumers to experience a brand via either an activity or at the hands of well-trained staff. Our experience is that done well, the WOM from both is worth a few tv spots at least. And clever marketers are beginning to see this. Being able to provide the metrics makes it that much easier for them to justify. WOM exponents need to be showing ROI, then marketers here will really get it! I agree wholeheartedly with Jake regarding the power of WOM. And great to see reference to measurability, which is the holy grail of marketing. However I disagree with his view that people don’t know about referral marketing. I think they do, just not by that name – and probably not in its purist sense. Marcomms PR frequently uses ‘influencers’ to sample and, hopefully, talk positively to friends and colleagues about products. They are not chosen randomly, but because they fit the audience demographics. Do it right and you reach a good sized market who believe the influencers because they are knowledgeable. At a different level, experiential activity encourages consumers to experience a brand via either an activity or at the hands of well-trained staff. Our experience is that done well, the WOM from both is worth a few tv spots at least. And clever marketers are beginning to see this. Being able to provide the metrics makes it that much easier for them to justify. WOM exponents need to be showing ROI, then marketers here will really get it!

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