So..Stephen Fry is now a technology Guru with the power to bring Apple or Blackberry to their knees! BBC online wrote an interesting article over the weekend telling how Stephens passion for gadgets, fused with his fan following and the distribution powers of the web (his blog) have given him huge and surprising influence within the technology industry. Another [...]
Posts Tagged ‘Word of Mouth’
Rising power of brand influencers
Posted in Ambassador strategies, tagged brand, brand ambassadors, Influencer strategies, Richard Moss, Word of Mouth on December 4, 2008 | Leave a Comment »
Jamie Oliver spreading the word
Posted in Uncategorized, tagged Advocacy, Word of Mouth on October 20, 2008 | 1 Comment »
Why does Jamie Oliver insist on swearing so much? And where does he find those characters who star in his latest cookery show – Jamie’s Ministry of Food? This time round, Jamie is looking to get the nation cooking – blaming a lack of skills in the kitchen for the state of the UK diet (personally I’m just a lazy [...]
Credit Crunch fuels Brand Advocacy
Posted in Advocacy Insights, tagged Add new tag, Advocacy Insights, Brand Advocacy, Richard Moss, Word of Mouth on October 3, 2008 | Leave a Comment »
An interesting piece of research we released this week… Research released this week by Weber Shandwick at Marketing Magazine’s one-day conference The Brands Assembly in London, indicates that the credit crunch is resulting in consumers relying more heavily on independent third party advice, such as friends, family or specialist magazines, when making purchase decisions. The [...]
How to set a word of mouth marketing budget
Posted in Measurement, tagged Advocacy, Richard Moss, Word of Mouth on September 25, 2008 | 2 Comments »
I spoke at the Direct Marketing Association conference today on how to set a word of mouth marketing budget. Fascinating stuff..honestly! As I was pulling together the presentation it dawned on me that it was actually pretty important. One of the biggest barriers to brands investing in WOM campaigns is a lack of historical benchmarks. If you haven’t [...]
Driving retail advocacy and WOM
Posted in Advocacy Insights, tagged Advocacy, Brand Advocacy, Brand Storytelling, corporate storytelling, Retailers, Richard Moss, wom, Word of Mouth on July 29, 2008 | 2 Comments »
Most retailers recognise that WOM and advocacy is an important footfall driver …. but how do you drive it - more promotions, better in-store environment, better location? I found an interesting piece of research on the web by Quality Digest that looked at the Net Promoter Score of various retailers and the drivers behind them. They found that [...]
Importance of WOM in B2B Marketing
Posted in Advocacy Insights, tagged B2B, Richard Moss, wom, Word of Mouth on July 22, 2008 | 3 Comments »
Most of the WOM about WOM tends to be in the B2C arena. Interesting therefore to see research that suggests that it is more influential in the B2B arena. Jack Morton, who conducted the study, found that B2B WOM was 2x more influential on brand choice than either advertising, direct mail or email. For those of us in the agency business this will [...]
Marketing in a recession
Posted in Advocacy Insights, tagged Brand Advocacy, Richard Moss, wom, Word of Mouth on July 15, 2008 | Leave a Comment »
Interesting times …. open the morning papers, get depressed, carry on as normal – think that’s what most of us are doing. Are we right? Should we act? The possibilities seem limited - manage costs, innovate faster, pull communications spends? There is another option however! What happens in a recession … consumer confidence falls. Consumers become even more cynical of paid for marketing messages. [...]
What’s the story at Waterstone’s?
Posted in Advocacy Insights, Ambassador strategies, Leveraging Passions, tagged Advocacy, Brand Advocacy, Richard Moss, Word of Mouth on July 12, 2008 | Leave a Comment »
Advocacy has always been critical to selling books ….getting a few reviews to print on the back of your book is part of the publishing process. It was good to see this weekend that Waterstone’s (a large British bookseller) was using this knowledge, with a couple of interesting displays. The first was a “Recommended books” display. Each book on [...]
Forget Obama … vote for Richard Moss
Posted in Co Creation, tagged Co Creation, Richard Moss, Word of Mouth on July 3, 2008 | Leave a Comment »
Vote for the man who knows the word on the street. Click here and see the support he’s getting ….. amazing! Probably the best viral to date …..
Word of mouth growing in influence.
Posted in Measurement, tagged Advocacy Insights, Measurement, Richard Moss, Word of Mouth on June 25, 2008 | Leave a Comment »
Yesterday I was asked whether Advocacy is becoming a more important influence on brand choice. Here are a few numbers, presented at the Marketing Week trends conference, that help to answer the question. Research from the Henley Centre … “Do you choose products or services because of recommendation” .. 1999 (61%), 2004 (75%), 2007 (77%). An analysis by Research International … consumers who [...]
