AMMO's INFLUENCER BIBLE
7 Key Truths about Word-of-Mouth Marketing
#1 The power of word-of-mouth
is staggering
With the number of media exploding and marketing becoming more pervasive,
the channel with the greatest influence in America is not radio, TV, print
or on the web, but the "human" channel of individual, person-to-person
communication.
- A Yankelovich survey shows that consumers trust friends above experts when
it comes to product recommendations (65% trust friends, 27% trust experts,
8% trust celebrities).
- The New York Times lists "word-of-mouth" atop the influences that
sway decisions cited by 71% of respondents.
#2 The old rules of marketing no
longer apply
Traditional marketing alone will not reach today's consumer. Media
fragmentation has lessened the effectiveness of mass media. Roper reports
that only 1 in 5 Americans watch TV commercials. While traditional marketing
provides frequency and reach, Influencer programs are being cited as an
essential new medium to provide direct interaction, credible word-of-mouth
and product trial.
#3 It goes beyond über-hipsters:
there are Influencers in every category
Influencers exist everywhere: from club kids to soccer moms. They are the
"go to" people for advice and recommendations within their peer groups. If
a brand can harness their power, the resulting effect will be "they told
two friends and so on."
#4 Lists and databases are
ineffective ways to reach consumers
The quickest route to backlash is to constantly target the same consumers.
Each project must be approached with a fresh eye as to who is and isn't
influential on the subject and how to credibly reach them. Consumers are
marketing savvy. They understand when and how brands market to them. They
will support a brand as long as they feel the pay-off is relevant and has
perceived value in their life.
#5 Know thy Influencer
Do your homework: understand what motivates a target consumer. Go to where
they live, work and play to observe and interact. Design programs that speak
to their lifestyle and the payoff will be huge.
#6 Movements don't always start in the
large urban markets
While large urban cities are important launching grounds for consumer movements,
brands shouldn't discount the impact smaller markets. Over 4 million
city-dwellers moved out of the city in the last four years. The added bonus:
brands can make a bigger impact for less money.
#7 Experience and trial are the key to winning
consumers
Hype is no longer cool; being real wins these days. Today's successful
brands must create a positive, relevant experience that will be shared with
friends. However, it's not enough to just get the product in their hands. A
brand must do its homework to connect with key consumers in the right places,
at the right time and in the right ways. |
