May 28, 2006

Word Of Mouth Marketing

We have all experienced the brilliance of Word of Mouth Marketing in our businesses, it is a powerful way to “spread the word”. In a recent article that was posted on the Customer Evangelists Blog. The numbers say it all ….

56: The average number of times an American discusses brands in ordinary conversations every week.
72%: The percentage of brand-related opinions delivered from a person to a family member or personal friend; 13% are delivered to co-workers and 7% are delivered by a professional or expert on the topic. (I suppose that puts us marketing bloggers in the distinct minority.)
41%: Number of conversations about brands that reference an item seen or heard in the media or in marketing material; 15% refer to an ad, 8% refer to a form of editorial or entertainment content, 5% refer to a point of purchase item, and 4% refer to the lowly coupon or other promotion.
62%: Percentage of marketing-related discussions described as “mostly positive.”
9%: Percentage of marketing-related discussions described as “mostly negative.”
92%: Percentage of word of mouth conversations that occur offline; 71% of those occur face-to-face, and 21% occur by phone.

These stats are courtesy of a new study (PDF) from the Keller Fay Group.

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