MediaPost WHEN IT COMES TO BUILDING positive brand word-of-mouth (WOM) among teenagers, the action isn’t all on the Internet. In fact, almost two-thirds of information and opinions about products and services is exchanged face-to-face, according to a new study by the Keller Fay Group marketing research firm. The study–a survey of 2,046 teens (ages 13-17) conducted between January and May of this year–confirms the power of the teen grapevine and the wisdom of brands that are already hip to the critical in-person component in leveraging teen WOM, such as Chevrolet and American Eagle Outfitters. The survey findings help quantify the extent and dynamics of the WOM phenomenon among teens. On average, teens engage in 145 WOM conversations about products and services each week, containing 77 brand mentions–compared to averages of

Advertising Age For all the time, energy and angst marketers spend crafting the perfect Super Bowl spot, it’s a relative breeze compared to trying to prove its return on investment. Those 30 seconds of fame are only the tip of the iceberg, with online views, water-cooler chatter, blog buzz and USA Today’s rating all below the surface. Consider, for example, that advertisers who opted to run their spots on NFL Network’s cable-on-demand replay saw some 622,416 streams. No wonder, then, that marketers wrestle mightily with just how much those Super Bowl ads (which this year are going for $2.6 million) actually yield. “Ten years ago you looked at Nielsen numbers and then day-after recall,’’ said Kate Sirkin, exec VP-global research director, Starcom Mediavest Group. But now it’s about more than

New York Times When MD Moms was introduced to market baby skin-care products a year ago, it had plenty going for it. The founders are pediatricians who are also mothers. The company has a strong distribution strategy and the baby products are cleverly packaged. But there was one thing lacking, a marketing budget. Dr. Diane Truong and Dr. J J Levenstein, who came up with the idea after fielding requests for such products from their patients, decided their marketing strategy should take its inspiration from the same source. That is why Dr. Levenstein tapped into her personal and professional relationships. “For us, it started unintentionally. The doctors got a few of their patients and friends involved in the creation. Knowing that they were part of it, they couldn’t wait to

MediaPost Washington, DC — While the Internet has begun to command the word-of-mouth marketplace, the majority of such conversations still take place offline, according to Ed Keller, CEO of the Keller Group. Keller spoke during a breakout panel about “Offline Marketing” at the Word of Mouth Marketing Summit & Research Symposium.  He said a study by his company, the Keller Fay Group, determined that 90% of WOM conversations are still spoken; 70% of them occur face to face; 19% happen on the phone, and only 4% and 3% occur on email or instant messaging, respectively. The Internet, however, is key for inspiring WOM conversations.  It’s second only to television in spreading the word.  TV inspires 11% of WOM conversations; the Net, 9%.  All other media and activities fall far behind

The Wall Street Journal Three years ago, fledgling New York shoe and dress designer Holly Dunlap hired a well-known public-relations firm to put her brand name — Hollywould — on the map. She paid roughly $6,500 a month as a retainer, small change in the PR world but a fortune for her small firm. “For us, it was a lot to pay,” the 34-year-old Ms. Dunlap says. “We didn’t have a lot of patience for that amount of money. We needed to see results on a daily basis.” Ms. Dunlap, in fact, was seeing results — just not so much from the PR firm. She had begun penning a diary on her Web site, www.ilovehollywould.com5, chock-full of juicy details about her personal life, from late-night keg-party revelry in her downtown

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wordspreadsquickly.com Keller Fay Group just released new results from a survey of American consumers indicating brand mentions are a common occurance in everyday conversation.  The results were culled from 1,507 individuals ages 13 to 69 as part of TalkTrack — Keller Fay’s measurement system for WOM.  Data was gathered using a diary-based method to record brand-related dialogs.  (Disclosure:  Ed and I exchanged press releases prior to the Fleishman event where he mentioned our firm’s study.  I intended to blog the importance of his findings regardless.) TalkTrack results are important for two reasons: 1.    TalkTrack findings validate the importance of word-of-mouth and how often ordinary Americans discuss brands in their conversations with family members, co-workers, and friends.  (Note: very interested to see if and when other research houses around the world

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