The Keller Fay Group offers
a variety of customized research solutions to help
clients plan and execute effective word of mouth
programs as well as monitor and evaluate their
success. Areas of custom research expertise include:
Pretesting of
concepts, messages and ads:
Word of mouth marketing
only works if there is something about a product,
brand, or company that is new, high performing,
unique, fun, exciting, surprising, delighting to
customers, or otherwise worth talking about. It’s
only these remarkable elements about your product
or service – as seen from the viewpoint of
the consumer, not just your marketing or your marketing
team – that can work effectively with WOM.
Just as marketers have honed
techniques over the years to test advertising and
thereby improve ad effectiveness, WOM techniques
can be tested as well. The Keller Fay Group has
developed TalkWorthy™ testing
system to assess whether your product, concept,
or message appeals to the right influencers, is
worthy of being talked about, and whether your
messages are capable of being passed along accurately.
Contact
us to learn more about our TalkWorthy™ pretesting
system, and to maximize the effectiveness of
your word of mouth marketing.
Segmentation
tools to identify influencers:
Word of mouth is most effective
when spread through customers who are engaged with
your product or category, have large social networks,
and enjoy positions of trust and confidence among
people in their networks. Such word of mouth leaders
are sought out for their advice and enjoy expressing
their opinions. By targeting the right people,
you will increase the effectiveness and efficiency
of your word of mouth marketing.
This is an area where the
principals of the Keller Fay Group have longstanding
expertise, and it is the subject of Ed Keller’s
book, The Influentials: One American
in Ten Tells the Other Nine How to Vote, What to
Eat, and Where to Buy. The Influentials has
been featured in The New York Times, The Washington
Post, Ad Age, AdWeek, BrandWeek, Smart Money, Fast
Company and a host of other leading media
outlets. Its publication in 2003 has been called “a
seminal moment for word of mouth.”
Contact
us to learn about tools you can use to help
pinpoint the optimal customers and prospects
for successful word of mouth.
Media
Mix Assessment
How does word
of mouth fit into the larger media mix?
The Keller Fay Group is
a licensee of the Market ContactAudit® system,
developed by Integration-IMC. This innovative system
evaluates all of the various forms of consumer
contact with a brand, including advertising, public
relations, direct mail, sponsorship, point of sale,
etc., as well as word of mouth.
Through the use of the MCA
methodology, we work with clients to evaluate the
importance of word of mouth in their category and
for their brand, in both absolute terms as well
as relative to all other forms of marke
ting communications.
The system provides robust diagnostics that will
lead to improved word of mouth performance. It
also enables our clients to understand the way
WOM works together with other forms of marketing,
since we believe that WOM should not be looked
at as a silo, but rather as a tool that can be
worked in integration with advertising, PR and
the rest of the marketing mix.
Contact
us to learn more about MCA. We’ll also
be happy to talk to you about developing a customized
pre/post test solution to evaluate your word
of mouth activities.
Word
of Mouth Consulting
The principals of the Keller
Fay Group have more than three decades of combined
experience in understanding word of mouth marketing – targeting,
messaging, communications channels, customer management
and campaign evaluation. Whether your organization
is just getting started with word of mouth or has
a fully functioning program that needs refining,
we can help.
Our word of mouth consulting
services can:
- Bring you up to speed on the latest developments
in the field
- Assess your organization’s WOM readiness
- Lead WOM ideation sessions for program development
- Connect you with other leading WOM practitioners
- Design measurement systems for your WOM
programs
- Train your team to be WOM marketers
Contact us to learn
more.
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