Word Of Mouth Marketing To Women

Flipping Out Is In!

Are advertisers and marketers reaching the young girls/Gen Y market? Not according to the team at 3iYing. Its' offensive, insulting and plain stupid! Who i 3iYing, what's a Flip? and what has this got to do with Word of Mouth? Plenty!

What Word of Mouth Can Learn from Cartoons

What do Powerpuff Girls, Spider-Man and Disney's Cutie line all have in common? These US cartoon characters have all been re-invented by a process called transcreation. Far more than just dubbing in another language, these icons of the cartoon world now have relevance in the global markets they enter. Can transcreation help build stronger WOM programs? Read on.....

WOM Enabling - For Increased Brand and Customer Voice Power

How can WOM be incorporated into your current marketing strategies to gain more bang for your bucks? Today, and for the next several postings, I am going to talk about some great ideas that could have benefited by the addition of WOM strategies... or in our words - being WOM-EnabledTM. Today, lets look at Haagan Dazs' sponsorship of a hotel room.

Using Brand Power for Good

Several weeks ago in Marketing Daily I read about a partnerhip between Barbie/Mattel and Bonnie Bell - the business goal is to 'push' make-up for little girls. The target market for this new product line - girls between the ages of 6-9.  As a mom, a women and an aunt of two neices and two wonderful great neices, this announcement triggered thoughts about the incredible power that strong brands have and how they could be harness the power of WOM to create positive change in young girls. What if Barbie transformed herself to be a champion for young children rather than a

WOM Enabling- Moving From Traditional to WOMtastic Marketing

Daily, I read about the launch of campaigns using traditional media to promote products and service. In today's YouTube, Consumer Generated Media (CGM), mobile & Instant Messaging (IM) world, one has to ask...what would be the result if these same campaigns were WOM-enabledTM ?

The Power of Voice to Build Buzz, Brand and WOM

During the 2006 holiday season, gift cards sales reached $27.8 Billion , exceeding the estimated of the National Retail Federation by 3 Billion dollars! So how do you make plastic gift cards more personal? The answer comes not from a well known card company such as Hallmark, but from Wisconsin retailer - Lands End. 

What Can Product Development Learn from a Purse?

Over the long holiday weekend, I took time to catch up on a number of articles that have been piling up on my "to read" file. Over the next few posting I will be talking about a wide variety of topics, but today I want to mention a comprehensive study which was done on the inside articles found in your average women's purse. Part ethnography, part qualitative and very informative, this hands on activity can teach us plenty.

Using Time To Differentiate

Mix one part necessity (getting your hair done), one part convenience ("after hours" service) and one part social networking event (live DJ's, cocktails...) and what do you get - a company that is earning word of mouth praise from the busy Manhattan business woman and the trendy, late party goer who wants to look her best for that same night, late night happening.

Using Education to Build WOM And Sales

How do you get people interested in products that they have little experience with? What do you do when the cost of your products represent a real monetary risk if your buyer is makes an uneducated purchase? And what if your product requires an environmental condition to deliver the experience that you are selling? Educational based WOM strategies may be your magic bullet.

Personas & Second City

I read an article in AdAge on 4/9 by Lisa Sanders discussing Persona building, their origin in the web design arena and Cooper's "The Inmates are Running the Asylum". Like many articles over the last two years which discuss the use of personas, Best Buy is mentioned along with its customer centricity push, AKA Jill, Barry and a host of other personas that guide their buyer segmentation and customer centricity efforts. So, with all this effort to build personas, why is it when I get with a group of fellow business women and our discussion turns to our technical needs the comments about Best Buy turn ugly?