Building Your Word of Mouth

Development of social media changed significantly not only the way how brands communicate with their consumers but also how brands consider their consumers.

Nowadays brands are looking forward to being not just purchased, they wish to be actively and broadly discussed. That means for us as marketers that communication and targeting are becoming much more wider terms.

So, now when we start considering our target consumers we should also take into consideration people with whom our consumer will discuss our brand and what kind of experiences he or she will share.

Thus, it becomes highly important to investigate which reference groups our consumers represent and what reach they have. Who are friends and followers of our consumers? Who are the people who read and actively share further the information that our consumers initially shared?

For me it sounds like a valuable additional dimension for a classic segmentation analysis or a point of consideration for a new communication campaign.

How can we make such kind of investigations? The first idea that comes to my mind it to do a social listening type of study. Not to focus only on what consumers say, but also who are those people who first share their experience, those who read and repost it, and those who actively discuss it.

However, social media is just one channel that consumers use for their experience sharing. Another important communication channels might be interests clubs, social and voluntary activities. For instance, the core source of information about running products for me is other runners who I meet in long distance running competitions or in runners clubs. There I can both hear about personal experience of other runners and see a product in its performance.

So, such communities and clubs might be of a strong interest for marketers especially of highly innovative products. But it’s important to take into consideration the diversity of participants and types of brand and product related communications that take place where.

To sum up, my recommendation for a development of word of mouth campaign would be: 1) make an investigation of who are the people discussing you brand and product, focusing not only on those who are in your direct reach; 2) create a message that would be relevant for a broad consumers reach, not just initially defined narrow target consumers group.

WOM

Source: https:// redcanoemedia. com/ social-media-sharing/

Get Your Consumers Attention

Thinking about a new communication campaign we usually expect it be catchy and leading consumers to go to a store to buy our product.

But how do consumers in general terms perceive our communication?

Recently I’ve read a book on the popular today Positive Psychology. Initially I didn’t expect to find where something relevant for this blog. However, one of those ideas has a big relevance to my everyday work.

Thus, working on a new campaign I believe it’s important to remember that “we all go through three psychological states in response to exposure: curiosity, recognition, and decision” (Gielan, 2015).

So, it looks to be quite a long way from seeing our communication to taking a trip to a store. But there is one more important point that we should keep in mind: “usually people don’t even “see” an advertisement for the first three times, and it’s only by the fifth time that it permeates their conscious brain” (Gielan, 2015).

Well, it makes everything really complicated! For sure marketers know that we should keep a substantial amount of GRPs on TV, for instance, to get those 5 exposures… And for it we should definitely know how often this particular touch point is used by our consumers, I mean to have enough chances to be seen those 5 times…

Or another solution might be a multichannel communication that is becoming nowadays widely utilized by companies.  And this is exactly what will allow to have a mix of communication channels, keep the same communication message and visuals, and get desired 5 hits probably even faster.

One of my favorite examples here is P&G “Thank you, Mom!” campaign that is widely used multichannel communication to deliver its message. The picture below shows a strong mix of TV and different Digital channels. Moreover, the company actively used in-store communication sticking to the same message and visuals. It was a huge success from which we can definitely learn a lot!

P&G_Thank_you_Mom

Source: http://fr.adforum.com/creative-work/ad/player/34488409/thank-you-mom/procter-gamble

Source: Gielan, M. (2015). Broadcasting Hapiness: the Science of Igniting and Sustaining Positive Change. BenBella Books, Dallas

Negative Digital Feedback

Constantly evolving impact of Zero Moment of Truth on consumers decision making is strengthening a focus of marketers on consumers feedback shared in Digital. This high attention has led many marketers to a belief that negative feedback prevents growth in consumers penetration.

However, scientific studies in this area address these beliefs in a different way. Thus, research of Winchester et al (2006) shows that “current brand users are more likely to express negative beliefs than those who have never tried the product”. This notion leads  authors to the conclusion that negative beliefs “may not be used for rejection prior to choice, but rather are developed after using a brand as a result of experiencing negative qualities of that brand” (Winchester et al, 2008).

Hence, negative feedback that consumers share in Digital doesn’t mean that companies won’t be able to drive penetration and recruit new consumers. For sure, possibility to increase penetration is linked with the type of the category- whether it’s a high or low involvement category and the amount of negative feedback that is available for consumers’ consideration in the Zero Moment of Truth.

But still various studies show that consumers exposure to negative consumers feedback in eCommerce doesn’t lead to significant decline in the purchase (Ammon, 2015).

Importantly, a study of Winchester et al (2008) also shows that both types of consumers- who stay with the brand and who have just become a customer may have the stable level of negative beliefs (21% vs 19% for stayers and 10% vs 10% for new customers). In that case in order to keep the penetration level stable and avoid a significant consumer retention, a company should primary focus on the Second Moment of Truth (as it managers to increase consumer base even with comparatively high level of negative beliefs).

To sum up, marketers should continue empowering both Zero and Second Moment of Truth to drive brand awareness and consumers loyalty respectively. At the same time, creating a strategy to drive consumers penetration, marketers shouldn’t consider as a core barrier available negative consumers feedback (in case of its reasonable level for a category considering the level of consumers engagement).

Negative Digital Feedback

Source: http:// evolvedigitalagency. com/ respond-negative-follower-feedback-reviews/

Sources: 1. Winchester et al (2008). Positive and negative brand beliefs and brand defection/ uptake. European Journal of Marketing, vol. 42 (5/6) pp. 553-570. 2. Ammon (2015). Why negative reviews are still a big eCommerce win/ http://blog.hubspot.com/marketing/why-negative-reviews-ecommerce-in#sm.00015wwurpkx8exeznq1xiau3eql6