Through analysing what Green & Black's wanted as part of their marketing campaign it was stated that they wanted an infectious promotional campaign to capture the new target audience with a fresh new brand identity.
Here is some research I found on what is known as WoM, a new marketing strategy. I found this on The Chartered Institute of Marketing newsletter online, dated 2007. Since this date it has probably changed and advanced but nevertheless still interesting due to the fact of G&B's specfically requesting a word of mouth scheme.
As it states in the newsletter, there are unpaid volunteers out there to, known as agents, to be sent products to be tested and encouraged to tell their family's and friends their opinion of the product as promotion.
According to the newsletter only 14% of regular campaigns have any effect on consumers.
Research on-
- 'Agents'
- WoM
- Viral campaigns
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