Principle 6: Launch a WOM Campaign

Panos Mourdoukoutas () and George J. Siomkos ()
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Panos Mourdoukoutas: Long Island University
George J. Siomkos: Athens University of Economics & Business

Chapter Chapter 7 in The Seven Principles of WOM and Buzz Marketing, 2009, pp 61-75 from Springer

Abstract: Abstract Conversations like the one between Helen and Kimberly typify what marketers call WOM, where consumers talk with other consumers about their product experience. This means that consumers are potentially good will or bad will agents of influence, and they can exponentially influence other consumers’ decisions about whether to buy a product. This is especially the case in a connected world where WOM travels faster than ever, reaching consumers beyond local and national boundaries. A number of brands such as Starbucks, Red Bull, Krispy-Cream donuts, and Trader’s Joe, JetBlue, and Under Armour were built through WOM rather than elaborate mass-media campaigns. WOM does not happen by accident, however. Consumers do not talk to other consumers about every product, but rather about the products that carry a value proposition, a genuine way to satisfy their needs, to fill in a gap in their real or imaginary world, within the right context, as discussed in previous chapters. Some consumers are further more effective than others in spreading the product message, and eventually convincing them into buying the product.

Keywords: Opinion Leader; Rock Bottom; Traditional Marketing; Viral Marketing; Limited Edition (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-02109-1_7

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DOI: 10.1007/978-3-642-02109-1_7

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