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"The danger zone no marketer should inhabit is brands or products that are highly amplified but not advocated: never use the term 'buzz marketing.' Buzz marketing is the danger zone." He says the Office Max Elf buzz campaign--in which consumers create and email to friends, animated dancing elves of themselves during the holidays last year--is an example of sound and fury signifying nothing. "Some 123 million people 'elfed' themselves," he says. "It got incredible viral amplification. But same-store sales declined 7.5%. Don't go for the head fake."
MediaPost Publications - P&G Unit Chief Lights The Way To Entertained Consumers - 04/18/2008
When it comes to word-of-mouth (WOM) buzz about products--and specific brands--across a wide range of categories, expectant and new mothers are the champs, according to a new study from online resource BabyCenter and WOM-focused market research firm the Keller Fay Group.Overall, pregnant women and new moms engage in one-third more WOM conversations per day than women in general or consumers as a whole, and almost two-thirds of their conversations include brand recommendations, the study found.
MediaPost Publications - Brands Are Big Word-Of-Mouth Topics Among New Moms - 04/21/2008
