Mon, July 24, 2006
We just came across an interesting new study by the Keller Fay Group and BzzAgent relating to word-of-mouth marketing. In short, it say's that simplicity of the messaging and a focus on the actual benefits of the product are what ultimately fuel word-of-mouth.
According to the study, "The first myth the research rebuts is that word of mouth is only for 'the latest thing. Word-of-mouth success is about communicating solutions--providing answers that consumers want to pass along to others." Adding to this point, Jon Barry at Kelly Fay said, "it's perceived that word-of-mouth is driven by stunts and gimmicks, what you can put up on YouTube or putting up an unusual or outlandish Web site, when the fact is that what consumers are really interested in is products, and what they do."
From a theater marketer's perspective, it says to me that any 'word-of-mouth' campaigns should clearly integrate the true experience of the production (i.e., humor, mystery, etc.) and offer the consumer a chance to clearly understand what they will get when they plunk down that $110 for a ticket.
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