Womm Presentation

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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

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Womm Presentation

  1. 1. Word of Mouth Marketing
  2. 2. WOMM For FAL <ul><li>“ Goodwill is the only asset that competition cannot undersell or destroy.” </li></ul><ul><li>- Marshall Field </li></ul><ul><li>“ Quotes on the Value of Word of Mouth.” Yahoo! 20 July 2009 <http://www.geocities.com/WallStreet/6246/quote6.html>. </li></ul>
  3. 3. WOMM For FAL <ul><li>What is WOMM? </li></ul><ul><li>Variety of categories, including buzz, blog, viral, cause influencers, social media marketing, and ambassador programs </li></ul><ul><li>Personal nature of communications believed to add layer of credibility </li></ul><ul><li>Belief that person carrying message is honest and without ulterior motives </li></ul><ul><li>Therefore, research shows that many are more likely to believe WOMM over traditional forms of marketing </li></ul><ul><li>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 ). </li></ul>
  4. 4. <ul><li>Key Influencers </li></ul><ul><li>Family </li></ul><ul><li>Friends </li></ul><ul><li>Shop Assistants </li></ul><ul><li>Beauticians </li></ul><ul><li>Celebrity Endorsements </li></ul>WOMM For FAL
  5. 5. WOMM For FAL <ul><li>Other Companies’ Initiatives </li></ul><ul><li>P&G: </li></ul><ul><ul><li>“ Connectors” model (“Tremor” and “Vocal Point”) </li></ul></ul><ul><ul><li>“ Club Website” model (“beinggirl.com” and “homemadesimple.com”) </li></ul></ul><ul><li>Avon: “Avon Ladies model” </li></ul><ul><li>T-Mobile & Tigo: Viral Marketing </li></ul><ul><li>Mobile Marketing </li></ul>
  6. 6. WOMM For FAL <ul><li>P&G “Connectors” Model Concept </li></ul><ul><li>P&G’s “Vocalpoint” and “Tremor” initiatives </li></ul><ul><li>Aimed at members of the target market (targeting moms and teens respectively) and recruiting them as “connectors” </li></ul><ul><li>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 </li></ul><ul><li>“ I Sold It Through The Grapevine.” BusinessWeek . 08 July 2009 </li></ul><ul><li><http://www.businessweek.com/magazine/content/06_22/b3986060.htm>. </li></ul>
  7. 7. WOMM For FAL <ul><li>P&G “Connectors” Model Concept </li></ul><ul><li>“ Connectors” are recruited through social networks that the target market would frequently visit </li></ul><ul><li>Screening questions are asked to ensure that the people have the right network to be included in the program </li></ul><ul><li>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 </li></ul><ul><li>“ I Sold It Through The Grapevine.” BusinessWeek . 08 July 2009 </li></ul><ul><li><http://www.businessweek.com/magazine/content/06_22/b3986060.htm>. </li></ul>
  8. 8. WOMM For FAL <ul><li>P&G “Connectors” Model Results </li></ul><ul><li>Claims that sales have “exploded” in the test markets for “Vocalpoint” (experienced growth of 17-50%) </li></ul><ul><li>Message is delivered to target market by friends and family and is therefore perceived to be more legitimate </li></ul><ul><li>Connectors are not paid allowing them to say what they want about the products – further increasing legitimacy </li></ul><ul><li>Screening of “connector” candidates allows for minimal waste and maximum exposure </li></ul><ul><li>“ I Sold It Through The Grapevine.” BusinessWeek . 08 July 2009 </li></ul><ul><li><http://www.businessweek.com/magazine/content/06_22/b3986060.htm>. </li></ul>
  9. 9. WOMM For FAL <ul><li>P&G “Club Website” Model Concept </li></ul><ul><li>P&G’s “beinggirl” and “homemadesimple” initiatives </li></ul><ul><li>Created websites with the goal of making the target market feel that they belong to part of a club </li></ul><ul><li>The sites provide content that members of such a “club” would want to read and interact with such as: </li></ul><ul><ul><li>learning opportunities </li></ul></ul><ul><ul><li>communication between members of the target market </li></ul></ul><ul><ul><li>providing interesting articles </li></ul></ul><ul><ul><li>various types of multimedia </li></ul></ul><ul><ul><li>numerous free samples and discounts </li></ul></ul><ul><li>“ About Beinggirl.” Beinggirl.com - For Girls, By Girls . 08 July 2009 </li></ul><ul><li><http://www.beinggirl.net/en_US/aboutbeinggirl.jsp>. </li></ul>
  10. 10. WOMM For FAL <ul><li>P&G “Club Website” Model Concept </li></ul><ul><li>“ Beinggirl” website is aimed at teenage girls claiming to help them through a difficult stage in their lives </li></ul><ul><li>It provides a way for girls to make it through these struggles together </li></ul><ul><li>“ Homemadesimple” is for mothers and provides articles and innovative ideas for simplifying household chores </li></ul><ul><li>The sites constantly push P&G products as solutions to their problems and aim to convert prospects into active customers </li></ul><ul><li>“ About Beinggirl.” Beinggirl.com - For Girls, By Girls . 08 July 2009 </li></ul><ul><li><http://www.beinggirl.net/en_US/aboutbeinggirl.jsp>. </li></ul>
  11. 11. WOMM For FAL <ul><li>P&G “Club Website” Model Results </li></ul><ul><li>Cheap and easy to maintain compared to other advertising campaigns </li></ul><ul><li>Analysts report that P&G’s “beinggirl.com” website was 4 times as effective at driving sales than a similarly priced traditional advertising campaign </li></ul><ul><li>P&G discovered that audience is more receptive to interactive rather than traditional passive advertising </li></ul><ul><li>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 </li></ul><ul><li>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/>. </li></ul>
  12. 12. WOMM For FAL <ul><li>“ Avon Ladies” Model </li></ul><ul><li>Concept </li></ul><ul><li>Similar to P&G “Vocalpoint” model but actually hires people within the target segment and pays them commission to sell the products themselves </li></ul><ul><li>Also allows for a form of pyramid scheme where the initial salesmen can recruit further salespeople and take a percentage of their commission </li></ul><ul><li>Results </li></ul><ul><li>Raises awareness of products through a trusted source and offers customers the chance for immediate purchase </li></ul><ul><li>Using solely this method, Avon now has sales of $10.7 billion annually </li></ul><ul><li>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>. </li></ul>
  13. 13. WOMM For FAL <ul><li>Viral Marketing </li></ul><ul><li>Concept </li></ul><ul><li>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 </li></ul><ul><li>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. </li></ul><ul><li>Results </li></ul><ul><li>It is common and easy to forward emails to many people so each forward grows the brand’s exposure exponentially </li></ul><ul><li>Cheap to implement but hard to monitor campaign’s success </li></ul>
  14. 14. WOMM For FAL <ul><li>Viral Marketing </li></ul>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/
  15. 15. WOMM For FAL <ul><li>Mobile Marketing </li></ul><ul><li>HipCricket Research - Basic SMS Marketing </li></ul><ul><li>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 </li></ul><ul><li>Kroger Supermarkets </li></ul><ul><li>Kroger Supermarkets in USA developed a system where discount coupons were sent to people’s telephones to be entered by store cashiers </li></ul><ul><li>Discovered that over 10% were redeemed in the pilot project leading to it being implemented across all outlets </li></ul><ul><li>“ 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>. </li></ul><ul><li>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>. </li></ul>
  16. 16. WOMM For FAL <ul><li>Mobile Marketing </li></ul><ul><li>Nike </li></ul><ul><li>Created a mobile marketing campaign targeting runners offering a recorded motivational wakeup call from their favourite Nike athletes </li></ul><ul><li>The 8 week promotion exceeded its target participation by 300% by the end of the first week </li></ul><ul><li>New Line Cinema – “Snakes on a Plane” </li></ul><ul><li>Set up a promotion where people could go online and send recorded messages from Samuel L. Jackson to their friends in a phone call </li></ul><ul><li>Over 4 million calls were made during promotion </li></ul><ul><li>“ Top 10 Mobile Marketing Campaigns.” Christine . 15 July 2009 </li></ul><ul><li><http://www.christine.net/2006/11/top_mobile_mark.html>. </li></ul>
  17. 17. WOMM For FAL <ul><li>Mobile Marketing </li></ul><ul><li>Dove </li></ul><ul><li>Part of “Campaign for Real Beauty” </li></ul><ul><li>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” </li></ul><ul><li>Below that, the live results were displayed </li></ul><ul><li>Axe </li></ul><ul><li>Allowed men to download ring tones that they could relate to a girl and have it ring when that particular girl called </li></ul><ul><li>Provided value to user and reinforced brand association whenever a particular girl called </li></ul><ul><li>“ Top 10 Mobile Marketing Campaigns.” Christine . 15 July 2009 </li></ul><ul><li><http://www.christine.net/2006/11/top_mobile_mark.html>. </li></ul>
  18. 18. WOMM For FAL <ul><li>“ Don't ever underestimate the power of commonality and endorsement.” </li></ul><ul><li> - Bill Cates </li></ul><ul><li>“ Quotes on the Value of Word of Mouth.” Yahoo! 20 July 2009 <http://www.geocities.com/WallStreet/6246/quote6.html>. </li></ul>

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