Posted in Advocacy Insights, Uncategorized on April 27, 2008 | No Comments »
Marketing Week 24/4/08 covers an interesting survey just released by Millward Brown into WOM. For me one of the most interesting findings is the declining influence of company websites. Since 2006 their influence on consumer purchase decisions has decreased by five points and now less than half of respondents questioned use them as a source [...]
Posted in Advocacy Insights, Co Creation, Measurement on April 22, 2008 | 1 Comment »
Two interesting developments in the mum advocacy space today.
Firstly research by Keller Fay has identified that expectant/new mums have a third more conversations than the average, with two thirds of these including a brand recommendation. In summary they have 109 conversations per week about products and services (100 positive/9 negative), make 65 product recommendations and 45 of these recommendations convert into [...]
Posted in Advocacy Insights, badvocacy on April 19, 2008 | No Comments »
There’s a great article in the Times Money section this morning “How to join the internet vigilantes”. It highlights the number of “consumer revenge” websites springing up in the UK and the impact they are having on corporate decision making.
Some of the “Badvocacy” blogs highlighted included:-
Talktalkhell.wordpress.com– set up by an unidentified TalkTalk customer who was [...]
Posted in Advocacy Insights, Surprise and Delight, tagged Richard Moss, surprise & delight on April 13, 2008 | No Comments »
A speech by Seth Godin (made some time ago) that I came across today. If you haven’t seen it, it’s well worth watching.
The point he makes is that successful marketing comes down to successful idea spreading. Those brands who can spread an idea further - win. At the heart of the ‘idea-spreading’ model has been [...]
Posted in Advocacy Insights, tagged badvocacy on April 7, 2008 | No Comments »
So what’s the priority, creating more advocates for a brand or reducing the number of badvocates?
It surprises most to learn that badvocates have 3x more impact on growth than advocates. Last week Dr Paul Marsden reminded an audience of this at a Weber Shandwick Advocacy event in London. His study at the LSE demonstrated that [...]
Posted in Ambassador strategies on April 5, 2008 | No Comments »
I’ve just spent the afternoon being dragged around town searching for the latest Hannah Montana video. If you have a 8 year old daughter you will know exactly who Hannah is. You’ll also know the power of the Claire’s Accessories brand to pre-teen girls….a long blond Hannah Montana wig was purchased from them today!
Claire’s are clearly smelling [...]
