Mums are spreading the word
April 22, 2008 by wordofmoss
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 an intention to purchase.
Separately WOMMA reports that Johnson & Johnson invited more than fifty influential mums to a three day conference, where these socially connected individuals were included in a whole range of activities to build their relationship and involvement in the brand.
Two cute examples of a growing focus on advocacy!
The J+J conference got widely slated in the blogosphere.
This post:
http://getgood.typepad.com/getgood_strategic_marketi/2008/03/camp-baby-blogs.html
is one of many. Even Scoble got in on the act. Seems they shot themselves in the foot a bit. Shame, as it was a nice idea.
AGREE WITH YOUR COMMENTS JAMES. SHOWS HOW IMPORTANT TRANSPARENCY AND HONESTY IS IN THIS NEW WORLD. SHOULDN’T PUT BRANDS OFF THOUGH. AS YOU WOULD AGREE, MANAGERS IGNORE PARTICIPATING IN THIS SPACE AT THEIR PERIL!