Word: vocalpoint
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...mouth for six years through its Tremor division, which has 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. BzzAgent, a firm that specializes in word-of-mouth marketing...
...perhaps the biggest lesson companies can learn from word of mouthers is that there's an unmet social need among consumers to feel that their opinions matter. "They care what you have to say," says Carol Engels, a Vocalpoint mother in suburban Chicago. "That's what I like most." Smart companies find that when they listen, they also get a shot at steering the conversation...
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