Tuesday, June 19, 2007

Why Wfactor works so well.

BUZZ works…period.
The trick is how to create the BUZZ around a product or service.

As an agency we started marketing into social networks some years back and developed a nation-wide network of housewives which give us permission to market/ place/ integrate the brands within their social networking times. The tryvertising leads to amazing results, both from the perspective of creating a buzz to also creating retail footfalls.
While the activation is predominantly focused on brands where-in the decision makers are predominantly women – the categories can be endless, ranging from the obvious once like f & b products, household products, women specific product to newer domains like families health care and insurance. The lady of the house influences buying decisions, esp. if she is passionate about a specific brand.
The format allows long encounters with the brand… as against a 30 sec TV spot. There is reason to try the product and experience it in the right ambience, discuss its qualities and benefits, ensure peer endorsement and approval. The group is also very vocal and is willing to share usage patterns, competition product reviews and your own product reviews (so much for vanilla packaged focused group research )
Product placement at the retail front and a clever use of redemption schemes normally ensure extended retail involvement and off-takes. Strategically brands can ensure “no white areas” in the premium geographies and all this while having an ability/option of staying far away from the expensive mass media techniques.
Due to the intensity of the interaction, the consumer not only becomes a buyer, but becomes a brand ambassador, creating the ripple effect within peer groups.

While on a different format P&G had enlisted 225,000 teenagers to tell their friends about brands like Herbal Essences and Old Spice. Last year, figuring the strategy could be just as effective with adults, P&G signed up 500,000 volunteers, all mothers, for Vocalpoint, a program in which the moms evangelize about pet food, paper towels and hair color. P&G gives the women marketing materials and coupons, but they are free to say whatever they like (or nothing at all) about the products. The so-called agents are provided with information about the clients' products and in return give detailed feedback about the conversations they have. Read more about this at http://www.time.com/time/magazine/article/0,9171,1609809,00.html

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