Our WOMM scheme is a combination of traditional marketing strategies and positive WOM, spreading structure by means of cultivating WOM and thereby generating loyal consumers.
These WOM seeders are known as "KUCHI-KOMINISTs“. The matrix below illustrates the process of the spread of positive WOM, beginning from the cultivation of KUCHI-KOMINISTs, who greatly affect the outcome of WOM.
We name it "TSUZUMI MODEL." The key for successful WOM marketing is how well you handle these KUCHI-KOMINISTs and make good approaches to consumers through them. KUCHI-KOMINISTs are segmented into 3 types.
"Word of Mouth Research 2007" collaborated with Prof. Nihei of Asia University in May 2007. The surveys have been taken place since 2003 annually, and this was the 4th execution in series.
The purpose of this survey is to study the impact of word of mouth (WOM) marketing. Based on the Tsuzumi* model that the team has proposed, they had investigations over true figure of WOM such as the way WOM spreads, information carried by WOM, relation between WOM and media, and positive WOM vs. negative WOM. The feature in this edition is the elaborated study in two phases of WOM spreads.
What highly influences a purchase decision is WOM suggestions from other loyal customers. At WOM labo, we call this loyal customer Brand Ambassador (BA). By making WOM by BAs accessible to potential targets through the WEB, it enables to speed-up a purchasing decision.