Marketing mix research tells us that advertising and word-of-mouth are significant drivers of sales. We also know that advertising has a greater impact when it generates word-of-mouth. According to a 2014 marketing mix project by Analytic Partners for the Word of Mouth Marketing Association (WOMMA), about a third of the sales impact of word-of-mouth is attributable to it acting as an amplifier to paid media. Yet only some television advertising is effective at sparking conversations. In a recent study, advertising agency UM evaluated the types of messages that were more likely to be shared online. And to better understand which types of creative are most likely to generate word-of-mouth, Keller Fay Group partnered with CBS to test the “talkability” of advertising creative. The results of each study provide valuable guidance
Offline word-of-mouth impression drives at least 5 times – and up to as much as 100 times – more sales – than a paid advertising impression. Thus, it pays for brands to create advertising campaigns that get people talking. This isn’t as easy as it seems. If it were, both brands and agencies would be consistently successful. But brands and agencies that build “creating buzz” directly into creative process itself find they can more reliably drive conversation with their campaigns. One agency that does this exceedingly well is CP+B Group, whose co-founder and Chairman, Chuck Porter, spoke at the PR Summit hosted by the Holmes Report last fall. The war is over. #PR won. Inspiring thoughts from Chuck Porter about the power of what we do. #PRSummit pic.twitter.com/joLywjpA3A — Elise
How to Quantify the Sales Impact ROI of Word of Mouth Did you miss our complimentary webinar ? Good news – you may still view the recording of this lively discussion with Speakers Ed Keller, CEO, Keller Fay Group and Greg Pharo, Director, Market Research and Analysis, AT&T Mobility. One of the biggest challenges facing marketers when it comes to word of mouth (WOM) and social media is a lack of ROI. Can word of mouth advocacy be linked to business outcomes, and how strong is its impact relative to other parts of the marketing mix? In this webinar we discuss the ROI of Word of Mouth and how this measure is being tackled by AT&T and can be addressed by your business, too. Watch AT&T and Keller Fay leaders in this
Next Wednesday, Feb. 19th, Brad Fay, COO of the Keller Fay Group, and Peter Storck, SVP of Research at House Party Inc. will be among a panel at Social Media Week NYC addressing the question of return on investment of social marketing – both online and offline. It’s a burning question for most marketers today: Can you really measure the ROI of “social,” online and off? And if so, how? In this informative session a panel of thought-leaders in social marketing measurement will provide the answers needed to measure and justify the social in marketing plans. And they’ll share about a major Word of Mouth Marketing Association (WOMMA) initiative to measure the ROI of social, relative to other media. Brad Fay will discuss how brands can track their share of
The American Marketing Association Foundation (AMAF) announced on January 7th that Ed Keller and Brad Fay’s The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace and Daniel Pink’s To Sell is Human: The Surprising Truth About Moving Others as the co-winners of the 2013 Berry-AMA Book Prize for the best marketing book. The selection of the Berry-AMA Book Prize winners and finalists included a five member team of marketing experts led by the AMA VP of Publications Robert Lusch, James and Pamela Muzzy Chair in Entrepreneurship and Executive Director, McGuire Center for Entrepreneurship, Eller College of Management, University of Arizona. The judging panel also included William Cron (Texas Christian University), Michael Krauss (Market Strategy Group), Gordon Wyner (Millward Brown Inc.), and Valarie Zeithaml (University of North Carolina). According
Executive Breakfast: Talk is cheap but Word of Mouth is Priceless! When: Tuesday, November 12, 8:30am until 10:30am Where: Turner Broadcasting, 1050 Techwood Drive, Northwest Atlanta, GA 30318 As part of our series of executive briefings, join us to get an insider’s look into the power of authentic experiences and real relationships in today’s Digital Marketplace, as well as brand-new research findings on Social TV. You’ll hear from three thought leaders in the new social-marketing revolution: Ed Keller, CEO of the Keller Fay Group, Peter Storck, industry pioneer and SVP/Research at House Party and Dr. Jack Wakshlag, Chief Research Officer for Turner Broadcasting System, Inc. (TBS, Inc.). Find out more at http://breakfastinatlanta.eventbrite.com/
Charlotte, NC – The south may be more talkative than other places around the country but some of its cities are more so than others. As seen in the following video news clip, the newscasters at WCCB-TV Charlotte were downright chatty discussing how Charlotte compared to other cities and why their area might be talking less than average about brand preferences than people in other cities. That’s the finding of a study by the Keller Fay Group, consumer conversation experts. The company’s COO Brad Fay was interviewed in the following WCCB segment about his research which found that the average person has about 79 brand related conversations per week in most cities. Charlotteans only have about 72 such conversations – less than both Atlanta and Raleigh. It’s something marketers and advertisers
How well does WOM about TV shows align with ratings? The latest tracking from Keller Fay for Ad Age says, “Quite well.” People talked the most about the shows they watched the most … for the most part. So what do you think? Does water cooler talk predict the hit series? See the results and story on Ad Age: http://bit.ly/Hw5dL2
At the recent 2013 Marketing Forum in Scotsdale, invitee Suzanne Fanning, ‘one of marketing’s top movers and shakers’ as per Forbes, pointed to total social or word of mouth as a hot marketing trend. In an Oct. 28th Forbes.com article, “A Sneak Peek at 2014 Marketing Trends and Other Hot Topics,” Suzanne noted that: “While all areas of social are important, Suzanne distinguishes between WOM and most digital-only forms of social engagement because WOM transcends all vehicles. According to Keller Fay research, only 10% of consumer conversations occur online with the other 90% occurring elsewhere, making WOM engagement broader than digital engagement.” Read full article on Forbes.com ….
Mediapost’s Marketing Daily Commentary by Ed Keller, October 22, 2013 – Location, Location, Location – brands in pursuit of all-important consumer word of mouth and advocacy cannot afford to ignore it, same as channels or demographics. Read Ed Keller’s take in MediaPost on what goes into marketer’s ‘secret sauce’. Based upon a new research study, “America’s Most Talkative Cities”. Read more at Mediapost.com: http://www.mediapost.com/publications/article/210949/for-word-of-mouth-the-secret-sauce-lies-in-the-so.html?edition=66019#ixzz2iW6oVQ9W
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