Word: word-of-mouth
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...people his campaign says have already donated to him, and it amounts to more than a doubling of his fund-raising base in the past three months. "He's got a much more viral campaign than we do," says an envious Hillary Clinton strategist, using a term for word-of-mouth advertising and marketing techniques. "He's got a real buzz about...
...want to see, and their Internet-empowered freedom to find out all the stuff left out of a cheery 30-sec. TV spot. That's driving marketers to all sorts of new places, including your circle of friends--a trend that has produced some surprising intelligence on how word-of-mouth communication really works...
...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, has its 260,000 volunteers submit detailed profiles about their habits and interests, which BzzAgent uses to match them to word-of-mouth campaigns for products made by companies such as Nestlé, Arby's, Philips, Kraft and BP. The so-called agents are provided with information about the clients...
...Word of mouth has been around for ages--"Try the apple," said Eve--and it continues to prove resilient. Even in the era of MySpace, some 90% of word of mouth still happens off-line, according to research by both P&G and the consultancy Keller Fay Group. Breaking it down, Keller Fay found that 18% of word-of-mouth marketing took place on the phone, and 72% face to face, despite the ubiquity of electronic communication. Or perhaps because of it. Inundated by marketing messages, says Tremor CEO Steve Knox, "consumers have gone back to their most trusted source...
...Come, as adapted by Perry Henzell and directed by Kerry Michael and Dawn Reid, opened last March at Stratford's 460-seat Theatre Royal, a plush Victorian-era playhouse with a modern mission to foster black and community productions. Against expectations, the musical's short-run became a word-of-mouth success and broke all their box office records, so now the show is being restaged there as a tribute to the late director but also with an eye on making the journey from the East End of London to the West End stage - a delicious and not so unlikely...