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Key Benefits
They say talk is cheap. We beg to differ when it comes to making a difference with today's consumers!
Given consumers' filter on mass marketing messages, word of mouth and consumer-to-consumer advocacy has become one of Canada's most valuable marketing options and a huge edge for gaining share in market.
Across a portfolio of word of mouth solutions, Agent Wildfire uniquely provides six big marketing advantages to it clients:
- Powerful consumer evangelism
- Rabid customer loyalty and involvement
- Brand and message credibility
- Superior real-world insight and measurement
- An essential touchpoint to traditional marketing channels
- Turnkey word of mouth program management, from strategy to execution
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Research indicates that top ranking categories for word of mouth are: restaurants, health and beauty care, food and drink, fashion, automobiles, entertainment, publishing (books and media), travel & tourism, technology and electronics, games, toys and equipment, household products and retail.
Although these categories might be considered distinct and varied, they tend to aggregate into 4 different camps of word of mouth categories, each with their own reason for spawning talk.
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Complex or expensive products (i.e. automobiles, computers) - people talk to make sense of the confusing world around them. The aim of word of mouth here is to share expertise, reduce risk and validate decisions given the sophisticated or important nature of the purchase decision. |
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Everyday products (i.e. retail, food & drink, household products) - the reality is people like to talk about the world around them. The aim of word of mouth here is to share solutions, personal experience and create day-to-day conversational currency. |
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Passion products (i.e. movies, music, books, fashion, travel) - these are the classically-defined buzz categories driven by personal experience, excitement and escape, outrageous or edgy styles and specific tastes. The aim of word of mouth here is to trade dialogue in areas of personal association, share exciting discoveries and passions with people of similar tastes/lifestyle and to keep up to speed with a frequently changing marketplace. |
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New products/initiatives (i.e. new benefits, category entrant, marketing shift, target market change, technology wave) - when your brand landscape shifts and new information is attached to your product, opinion leaders and experts flock. The aim of word of mouth here is to share under-the radar knowledge, disseminate new solutions and benefits, find new opportunities in combination with your product and inject exclusive conversational currency. |
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The 22 Traits of a Word of Mouth-Able Brand
Many myths are associated with what makes a great word of mouth situation. Do I have to be a new brand? A young brand? A sexy brand?
The truth? Word of mouth marketing is effective for a broad range of situations. In fact, some of the most unlikely brands, considered low involvement products, occupy the top rankings of our research on Canada's most word of mouth-able brands.
We've identified the authoritative list of 22 word of mouth attributes based on product type, target audience and marketing positioning. Check up to 14+ of these attributes and you're likely a candidate.
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