Articles tagged with: WOM
Many bands are changing the way their albums are named and which songs are selected by involving online music consumers. In Canada, musicians are hiring professionals to create “word of mouth” on the street about their music. People perceived to be “tastemakers” are recruited and then given advance copies of unreleased records. This article from the Ottowa Times says ..
Seeding is about putting the right product into the right hands at the right time. The idea is that tastemakers will create a buzz on a given album or musical act by talking it up with their peers and creating street-level excitement.
There are now more than a few text books on Word of Mouth or Buzz Marketing. Whilst most Marketeers understand that these mediums exist, many fail to realise that these communication channels can be used to reach out to existing and new consumers.
What is interesting is that research has found technologies and techniques that are now available to help to identify how Word of Mouth or Buzz Marketing works. In the book, “The Tipping Point“, Malcolm Gladwell demonstrates how often a seemingly irrelevant or inconsequential influence can have major unforeseen impacts. The ‘tipping point’ is that magic moment when ideas, trends and social behaviours cross a critical threshold and ‘take’, causing a tidal wave of far reaching effect.
As our supermarket shelves become more and more full of home brands (generics), the desire to be different or unique is creating a whole new trend in boutique branding.
Boutique and Brands is almost an oxymoron because once the lifecycle of a product gets to a stage where the product is mainstream, the brand is no longer boutique.
Small to medium sized businesses with boutique rands often utilise viral or buzz marketing and execute them with far more success than big corporations.
