P&G's Vocalpoint - Using Moms for W.O.M.
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"P&G started this idea of manufacturing word-of-mouth. They recruited a quarter million teens to talk about their products. Now they are in the process of recruiting mothers to do the same thing because they have suddenly realized that word-of-mouth is a powerful thing." 1 - Jerry Wind, Professor of Marketing, The Wharton School, University of Pennsylvania, in June 2005. "The program is a state-of-the-art method for reaching the most influential group of shoppers in America: moms. At a time when companies need to find creative ways to get their message across to consumers, it's likely to be widely studied. But Vocalpoint also raises a serious ethical issue: Should the person spreading the product message disclose her affiliation." 2 - BusinessWeek, in May 2006. The Power Buzz Moms
"Over the years, Procter & Gamble has offered products that help moms run their households efficiently and economically, and we've often heard back from our customers about what they liked, or perhaps didn't like, about a particular product.
Analysts opined that this strategy proved to be very effective as research showed an upward shift in sales of the products promoted through this network of people called "connectors". The success of this method at P&G and other smaller firms specializing in WOM has prompted many analysts to opine that WOM is fast becoming the hottest trend in marketing.
P&G's Vocalpoint - Using Moms for W.O.M - Next Page >> 1] "What's the Buzz about Buzz Marketing?" www.whartonsp.com, June 3, 2005. |
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