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Word of Mouth Campaigns
Accelerating the Peer-to-Peer Grapevine
Short term campaign-driven programs (4-32 weeks long) with a specific objective for harnessing & spreading word of mouth among key influencers via a set of contagious ideas, communication tactics and buzz generating media.
Advertising? Check. Public relations? Check. Trade and consumer promotions? Check. Online extension? Check. Direct/sampling? Check. Word of mouth? Huh.
Before you consider launching your next marketing initiative, take Agent Wildfire for a grassroots test drive of its Wildfire Word of Mouth Campaigns.
Why? 85-90% of your message to a general audience will be ineffective. It will be spent on people who don't care, don't care enough to notice or just aren't ready yet. Agent Wildfire takes a shortcut to the influential portion of the 10-15% that will care and gets them to talk, advocate your brand to others and tell us how it all went down.
Our campaigns are proprietary experience-building, word of mouth spreading and feedback generating efforts that are aimed at producing authentic offline and online referral and measurable performance using the latest tactics and technology.
Types of Word of Mouth Campaigns
- Key Influencer Campaigns
- Product Seeding/Sneak Previews
- Customer Experience Initiatives
- Intervention/Challenge Programs
- User Generated Marketing
- Buzz/Exposure Generation
- Social Media Implementation
- Social Media Applications
Word of Mouth Campaigns are Perfect for
- New Products/Launch Initiatives/New or Niche Audiences/Unmet Needs
- A Need for a Novel, Different Approach - Conversion of Interest into Sales
- Managing Perceptions - addressing a negative one/providing a new one
- Hot categories - passion-driven, new stuff, everyday, complex/expensive
Word of Mouth Campaign Key Benefits
- Word of Mouth & Buzz Generation - exponential seeding & spreading
- Grassroots Image - an influential & street-savvy touchpoint
- Message Credibility - a higher order, authentic peer-to-peer approach
- A Fresh Approach - clutter-free, high-impact and differentiated vehicle
It is not a matter of shouting to everybody but whispering to the right people. The buzz marketing process illustrates the virus metaphor: inoculation (of a product), incubation (use by a few primary consumers), spreading and infection (passing of a product).
Geraldine Zerah
A Wildfire influencer represents 20-400 conversations and an average Wildfire influencer conversation lasts 6 minutes.
Source: Agent Wildfire