The Buzz on WOM Marketing
Word of mouth marketing is the way today’s smart companies get people talking about their products and services. One person tells another person how much they love a particular item, that person tells a few others and so on until an exponential amount of new, potential customers have been reached in this casual and informal way of advertising. Corporations that realize the importance of generating this kind of buzz often launch word of mouth marketing campaigns; they can be initiated directly through the company’s marketing/communications department or an outside firm specializing in “buzz marketing” can be retained.
As a participant in a word-of-mouth marketing campaign, you may be invited to all types of exciting, fun formats for spreading the word about a particular product. Some formats of word-of-mouth marketing happen in a party atmosphere, where you will be expected to host people in your home and feature the free products sent through various entertaining tips. Typically, you will also be sent party favors, party decorations and coupons to pass out to your guests to make it a win-win for everyone. This format creates a festive environment, where the host or hostess can be seen as the expert and casually share his or her testimonial, tips and techniques about the product. After the party ends, participants get to keep the supplies sent as a reward and are expected to fill out host online surveys about the experience.
Other types of word-of-mouth marketing projects send products, coupons, sales literature, and free samples for the participants to use and share as they see fit. Companies are banking that product will be a hit and participants will want to share the good news with friends, family, co-workers – even causal acquaintances and friends-of-friends through social media. The process to join these types of campaigns usually requires joining a word-of-mouth marketing company, registering and taking a number of demographic and interest online surveys to determine what type of products and services best fit your lifestyle and ability to spread the word.
Corporations are looking for friendly, outgoing people who have a large circle of connections and aren’t afraid to voice opinions, make recommendations and give testimonials. For influential, in-the-know type “busy bodies”, this is a great way to try out new products, interact with people in a fun way and even earn rewards at the same time. Most often, the product itself is the reward for participating in word-of-mouth campaigns and taking all the required free surveys. The products marketed can range from free household goods such as top-end cookware to the latest anti-aging face cream. One recent campaign that garnered lots of attention and had tongues wagging was the Ford Fiesta campaign that gave away 100 cars (for 6 months of use) to influential, 20-something, social media aficionados! Check out a database of survey sites to find companies and firms that offer word-of-mouth marketing projects for consumers and start buzzing today!
Survey Spotlight: BzzAgent
Word-of-mouth marketing is all the rage these days and the online site, BzzAgent.com, has been spreading the buzz about various products and services from some of the biggest companies around since 2001. I’ve personally been a member since 2006 and have had fun testing out new products, brands and websites and sharing my experiences with everyone I know. From testing out new Off! Mosquito products on our last trip to the lake to taking friends out to eat new menu items at Chili’s restaurant, I’ve helped to create a positive buzz about these companies in a way that they can’t get from a traditional advertising campaign.
When you sign up to become an “agent” at BuzzAgent, you create a profile that is used as the basis for targeting you with campaigns that best fit the client’s needs. You will be asked to join a campaign through an email invitation, and after accepting, you will receive a campaign kit that includes many items such as a product to be tested, coupons for free products, additional coupons to share, and a product information booklet. BuzzAgent is counting on you to use the product and share your enthusiasm for the experience with everyone you know, from family, friends, neighbors, co-workers and even total strangers! After you “buzz” people, you submit “buzzreports” that can earn you valuable points for prizes at partner, Mypoints. Additionally, you can earn more points for taking surveys, sharing photos and videos online, posting reviews online and spreading the word on Facebook and Twitter.
In addition to testing products, taking surveys and spreading the word, you can also check out the Frogpond, a part of BzzAgent that dedicated to discovering, sharing, and bringing useful online information to your attention. Also, BzzScapes is a user-driven section of the website that lets agents go all out and create content about their favorite brands. Uploading photos, feedback and almost anything else gives you the chance to influence the marketers and be part of a larger web-based community that loves the same brands