The Wildfire Approach

At Agent Wildfire, we challenge conventional marketing and communication practices that are beginning to show their rust. We take a decidedly different approach to marketing ideas, consumers and tactics than most firms and embrace the new rules for building companies, marketing products and creating value.

We've seen up close brands and businesses all coming to grips with the reality of media and marketplace clutter, hyper-competition and consumers that have a scarcity of time, attention and trust and who are increasingly selective in who and what they listen to.

Thus, Agent Wildfire develops word of mouth programs that help clients market with their customers as opposed to at them.

The Wildfire Process

Agent Wildfire champions solutions that get brands and products noticed and talked about by the right people for the right reasons. We take an integrated approach combining a number of rising disciplines: social networking and media, grassroots marketing, key influencer programs, brand experiences and buzz marketing.

Agent Wildfire's six step process identifies and orchestrates the key ingredients to successful word of mouth programs:

1. Find/Develop a Remarkable Brand - pursuing products with buzzworthy edges and developing their word of mouth stories
2. Build a Conversation Worthy Idea - building marketing concepts that are designed to be noticed and talked about
3. Develop a Community of Influence - engaging the influential advocates and raving fans of your consumer universe that will make the difference to your brand
4. Provide an Experience with Brand - developing and seeding an involved, intimate consumer contact with these influencers for your brand
5. Offer Tools to Drive Communication - providing the creative content, interaction and media tools to have the conversation spread
6. Cultivating the Relationship - we build connections with our influencers through printed member materials, two-way consumer dialogue, charity and rewards, continued email and online announcements, activities, fresh content and exclusive promotions and offers.
7. Get Feedback and Produce Insight - we incentivise feedback, join the conversation, distill brand-shaping insights and track community and campaign performance on key measures

The AIDAA Principle

For brands to attract a following, they need to take their potential customers through a purchase process. It's called AIDAA (we've added an additional, often ignored "A" to this well accepted marketing acronym). The process is sequential in nature with awareness leading to interest, then desire, then action, and then marketing nirvana and Agent Wildfire's specialty-brand advocacy.

Whereas traditional marketing tactics like advertising are still very efficient at establishing awareness and when done well can inspire interest in their audience, they simply are not designed to trigger purchase desire, action or advocacy in today's marketplace.

Word of mouth's ability to cut through the clutter, build trust with its audience, stimulate purchase activity and pass along endorsement have created an important and now necessary marketing option for growth-minded businesses.

For this reason, Agent Wildfire's word of mouth acts as a shortcut that:

• provides a unique competitive advantage at a critical point in the purchase process
• speeds up consumer decision making, accelerating them through the hurdles to purchase
• aims not only to convert the recipient but the people they talk to
• works best in conjunction with awareness-generating traditional marketing tactics

Word of Mouth - The Most Valuable Impression

If initial reach and awareness is your biggest marketing goal, we're likely not your best marketing partner. But if quality of impact and bottom line results is your priority, you should consider Agent Wildfire.

We know a word of mouth impression is far more valuable than any other manufacturer-driven impression. This point of view is corroborated by a tonne of academic and commercial research. Even intuitively, most people believe word of mouth works in a profoundly different and more effective manner.

Why? We've identified the 7 key reasons why Agent Wildfire's form of word of mouth acts as a very efficient marketing multiplier vs. your bag of other demand-generating tactics.

	WOM Targets the "Talkers" - it harnesses the efforts of fans and advocates that can make or break a brand
	WOM Provides Deep Message Impact - it's two way, free of competitive clutter and lengthy in duration
	WOM Sparks the Trigger to Purchase - it answers key questions and removes hurdles in the way of action
	WOM Drives Brand Credibility - it's relevant and trusted by its receiving audience
	WOM Travels Exponentially - it has amazing pass-along potential, starting small and spreading amazingly fast
	WOM is a Non-interruptive Consumer Benefit - unlike most mediums, senders and receivers actually look forward to word of mouth interaction
	WOM Provides Real-world Feedback and Measurement - it provides insight and tracking from the court of highest marketing opinion - everyday, real life