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Work I did this summer for Unilever on word of mouth marketing and mobile marketing based on other established campaigns. Good example of Web 2.0

Work I did this summer for Unilever on word of mouth marketing and mobile marketing based on other established campaigns. Good example of Web 2.0

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    Womm Presentation Womm Presentation Presentation Transcript

    • Word of Mouth Marketing
    • WOMM For FAL
      • “ Goodwill is the only asset that competition cannot undersell or destroy.”
      • - Marshall Field
      • “ Quotes on the Value of Word of Mouth.” Yahoo! 20 July 2009 <http://www.geocities.com/WallStreet/6246/quote6.html>.
    • WOMM For FAL
      • What is WOMM?
      • Variety of categories, including buzz, blog, viral, cause influencers, social media marketing, and ambassador programs
      • Personal nature of communications believed to add layer of credibility
      • Belief that person carrying message is honest and without ulterior motives
      • Therefore, research shows that many are more likely to believe WOMM over traditional forms of marketing
      • Grewal, R., T.W. Cline, and A. Davies, 2003. Early-Entrant Advantage, Word-of-Mouth Communication, Brand Similarity, and the Consumer Decision-Making Process. Journal of Consumer Psychology , 13(3 ).
      • Key Influencers
      • Family
      • Friends
      • Shop Assistants
      • Beauticians
      • Celebrity Endorsements
      WOMM For FAL
    • WOMM For FAL
      • Other Companies’ Initiatives
      • P&G:
        • “ Connectors” model (“Tremor” and “Vocal Point”)
        • “ Club Website” model (“beinggirl.com” and “homemadesimple.com”)
      • Avon: “Avon Ladies model”
      • T-Mobile & Tigo: Viral Marketing
      • Mobile Marketing
    • WOMM For FAL
      • P&G “Connectors” Model Concept
      • P&G’s “Vocalpoint” and “Tremor” initiatives
      • Aimed at members of the target market (targeting moms and teens respectively) and recruiting them as “connectors”
      • These people are then given coupons, samples, and the message that the company wants them to share and are asked to distribute them among their social networks
      • “ I Sold It Through The Grapevine.” BusinessWeek . 08 July 2009
      • <http://www.businessweek.com/magazine/content/06_22/b3986060.htm>.
    • WOMM For FAL
      • P&G “Connectors” Model Concept
      • “ Connectors” are recruited through social networks that the target market would frequently visit
      • Screening questions are asked to ensure that the people have the right network to be included in the program
      • In return, those “hired” are given numerous free samples and are constantly kept up to date on product developments and are used for R&D for P&G products
      • “ I Sold It Through The Grapevine.” BusinessWeek . 08 July 2009
      • <http://www.businessweek.com/magazine/content/06_22/b3986060.htm>.
    • WOMM For FAL
      • P&G “Connectors” Model Results
      • Claims that sales have “exploded” in the test markets for “Vocalpoint” (experienced growth of 17-50%)
      • Message is delivered to target market by friends and family and is therefore perceived to be more legitimate
      • Connectors are not paid allowing them to say what they want about the products – further increasing legitimacy
      • Screening of “connector” candidates allows for minimal waste and maximum exposure
      • “ I Sold It Through The Grapevine.” BusinessWeek . 08 July 2009
      • <http://www.businessweek.com/magazine/content/06_22/b3986060.htm>.
    • WOMM For FAL
      • P&G “Club Website” Model Concept
      • P&G’s “beinggirl” and “homemadesimple” initiatives
      • Created websites with the goal of making the target market feel that they belong to part of a club
      • The sites provide content that members of such a “club” would want to read and interact with such as:
        • learning opportunities
        • communication between members of the target market
        • providing interesting articles
        • various types of multimedia
        • numerous free samples and discounts
      • “ About Beinggirl.” Beinggirl.com - For Girls, By Girls . 08 July 2009
      • <http://www.beinggirl.net/en_US/aboutbeinggirl.jsp>.
    • WOMM For FAL
      • P&G “Club Website” Model Concept
      • “ Beinggirl” website is aimed at teenage girls claiming to help them through a difficult stage in their lives
      • It provides a way for girls to make it through these struggles together
      • “ Homemadesimple” is for mothers and provides articles and innovative ideas for simplifying household chores
      • The sites constantly push P&G products as solutions to their problems and aim to convert prospects into active customers
      • “ About Beinggirl.” Beinggirl.com - For Girls, By Girls . 08 July 2009
      • <http://www.beinggirl.net/en_US/aboutbeinggirl.jsp>.
    • WOMM For FAL
      • P&G “Club Website” Model Results
      • Cheap and easy to maintain compared to other advertising campaigns
      • Analysts report that P&G’s “beinggirl.com” website was 4 times as effective at driving sales than a similarly priced traditional advertising campaign
      • P&G discovered that audience is more receptive to interactive rather than traditional passive advertising
      • The website also has the ability to act as a focus group by gauging the reaction to products in the comments in the discussion group
      • Pulizzi, Joe. &quot;Engagement Sells: How Online Content Can Move Product.&quot; Chief Marketer . 08 July 2009 <http://chiefmarketer.com/disciplines/online/ engagement_online_content_0227/>.
    • WOMM For FAL
      • “ Avon Ladies” Model
      • Concept
      • Similar to P&G “Vocalpoint” model but actually hires people within the target segment and pays them commission to sell the products themselves
      • Also allows for a form of pyramid scheme where the initial salesmen can recruit further salespeople and take a percentage of their commission
      • Results
      • Raises awareness of products through a trusted source and offers customers the chance for immediate purchase
      • Using solely this method, Avon now has sales of $10.7 billion annually
      • Gordon, Bryony. “Ding-dong, I've been converted.” Telegraph.co.uk: Telegraph . 08 July 2009 <http://www.telegraph.co.uk/fashion/ beauty/3359568/Ding-dong-Ive-been-converted.html>.
    • WOMM For FAL
      • Viral Marketing
      • Concept
      • T-Mobile & Tigo have campaigns using funny/cool videos and images emailed to a small group of people who in turn forward them to friends
      • Do not relate to the product itself but relates instead to the company’s other advertising campaigns, the product’s function, a desired lifestyle, etc.
      • Results
      • It is common and easy to forward emails to many people so each forward grows the brand’s exposure exponentially
      • Cheap to implement but hard to monitor campaign’s success
    • WOMM For FAL
      • Viral Marketing
      This spontaneous dance routine featuring 350 anonymous people in a train station in the UK became a YouTube sensation garnering 13 million views Watch video at: http://www.t-mobile.co.uk/dance/
    • WOMM For FAL
      • Mobile Marketing
      • HipCricket Research - Basic SMS Marketing
      • If sent an SMS advertisement, there is 96% chance that a person will remember it, 33% chance of buying the product, 37% tell a friend, and 6% forward it to a friend
      • Kroger Supermarkets
      • Kroger Supermarkets in USA developed a system where discount coupons were sent to people’s telephones to be entered by store cashiers
      • Discovered that over 10% were redeemed in the pilot project leading to it being implemented across all outlets
      • “ IPhone -Report: Mobile/SMS Marketing Yields Higher Results.” IPhone . 15 July 2009 <http://iphone.tmcnet.com/topics/ iphone/ articles/43715-report-mobilesms-marketing-yields-higher-results.htm>.
      • Tsirulnik, Giselle. “Kroger supermarket chain expands mobile coupon promotion.” Mobile Marketer . 8 Jan. 2009. 15 July 2009 <http://www.mobilemarketer.com/cms/news/commerce/2417.html>.
    • WOMM For FAL
      • Mobile Marketing
      • Nike
      • Created a mobile marketing campaign targeting runners offering a recorded motivational wakeup call from their favourite Nike athletes
      • The 8 week promotion exceeded its target participation by 300% by the end of the first week
      • New Line Cinema – “Snakes on a Plane”
      • Set up a promotion where people could go online and send recorded messages from Samuel L. Jackson to their friends in a phone call
      • Over 4 million calls were made during promotion
      • “ Top 10 Mobile Marketing Campaigns.” Christine . 15 July 2009
      • <http://www.christine.net/2006/11/top_mobile_mark.html>.
    • WOMM For FAL
      • Mobile Marketing
      • Dove
      • Part of “Campaign for Real Beauty”
      • A large hoarding had a picture of an old woman and asked people to use their mobiles and vote on whether she was “wrinkled” or “wonderful”
      • Below that, the live results were displayed
      • Axe
      • Allowed men to download ring tones that they could relate to a girl and have it ring when that particular girl called
      • Provided value to user and reinforced brand association whenever a particular girl called
      • “ Top 10 Mobile Marketing Campaigns.” Christine . 15 July 2009
      • <http://www.christine.net/2006/11/top_mobile_mark.html>.
    • WOMM For FAL
      • “ Don't ever underestimate the power of commonality and endorsement.”
      • - Bill Cates
      • “ Quotes on the Value of Word of Mouth.” Yahoo! 20 July 2009 <http://www.geocities.com/WallStreet/6246/quote6.html>.