Want to get the hottest group of influencers to talk up your brand? Then stay away from Paris Hilton, MySpace and Laguna Beach. According to a new research report from Keller Fay Group and Manning Selvage & Lee (check out this MediaPost article for more), 15% of consumers count for 1.5 billion brand impressions per day via word-of-mouth. And who are the new arbiters of cool who can talk up a brand and convince others to buy? Boomers (40 - 59 year-olds). And within that group it's women, naturally, who are both more influenced and influential when it comes to personal recommendations of what to buy (55% vs. 47% for men). As we suggested in a recent post, the ideal way to get women talking is to connect with them in person. Amanda Glasgow, senior vice president/director of word-of-mouth marketing at MS&L, New York, agrees, as she told Adrienne Fawcett in MediaPost:
Focus on touch, not tech, says Ms. Glasgow. Since most word-of-mouth conversations are based on personal experiences, marketers need to create events through programs such as tastings, test-drives or in-store consultations with friends.
Make 2007 the year you bring your brand to life by finding ways to connect with your customers face-to-face. If you don't have physical stores, work with retail partners or non-profits to create and leverage events. If you want to get her talking, you've got to give her an experience worth sharing.
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