Here is an interesting article from The New York Times about a recent "Word-of-Mouth Association" conference. It talks about the emergence of a word-of-mouth marketing industry and how companies are beginning to think more strategically about using it in their marketing plans.
When I read this article in The New York Times, I actually found it amusing. I would bet $50 that they recruited attendees to their conference via direct mail and advertising in print publications. Go figure.
The question is, "Can you buy word-of-mouth"?
Can the theatre world effectively put in place a marketing strategy for word-of-mouth that has a serious effect on sales? Is putting $500,000 into a buzz marketing campaign better than putting $500,000 back into the production to make the show more enjoyable to the customer? We wish we had the answer to that.
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