Stimulating the power of consumer recommendations 03/12/2011 – Stichting Marketing Congress « No Guts, No Glory » Björn Cassier CEO & Founder The Insiders
Stimulating the Power of Consumer Recommendations
Jul 09, 2015
This is the presentation of the first "Mindopener" at the Stichting Marketing Congress 2011 from Bjorn Cassier, CEO & Founder of The Insiders network.
word of mouth is here to stay. Much has been said about the influence of offline and online recommendations. For marketers however, it's not always clear yet how to tap into this powerful channel. Stimulating word of mouth means engaging with consumers and shouldn't be a scary thought when you take the right steps.
Taking the step will be rewarded by your consumers with clear sales impact.
word of mouth is here to stay. Much has been said about the influence of offline and online recommendations. For marketers however, it's not always clear yet how to tap into this powerful channel. Stimulating word of mouth means engaging with consumers and shouldn't be a scary thought when you take the right steps.
Taking the step will be rewarded by your consumers with clear sales impact.
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Transcript
Stimulating the power of consumer recommendations
03/12/2011 – Stichting Marketing Congress « No Guts, No Glory »
Björn Cassier CEO & Founder The Insiders
TRUST CONTEXT
No Guts, No Glory
Go public !
Word of Mouth Marketing
+250.000 Ambassadors
>> REACH: Snowball effect
Insider
I I+1 I+2
Pass-along-effect: I+1 I+2 x 3,5
Multiplicator-effect: I I+1 x 46
I
400.000 face-to-face
+ 50.000 online
9 Google hits
>> REACH: High-Quality
Further in-depth conversation analysis Via online diary methodology
>> IMPACT of Conversations
ME
NTIO
NS
CONVERSATION STARTERS
The campaign Taste
STRONG ARGUMENTS
Functional benefits Varieties
NEEDLESS EXTRAS
Promotions
STIMULATE MORE
Usage occasions Point-of-sales
IMPACT + -
- +
improved
KNOWLEDGE
new
AWARENESS
Shift in
OPINION
85% of conversations by Insiders had impact.
PURCHASE
13% of conversation contacts resulted in trial purchases.
Net Promotor Score (NPS)
Conclusion: don’t be afraid..
Offices Antwerp | Paris | Düsseldorf | Milano | Barcelona | Rotterdam
www.theinsiders.eu
@Bjorn_insiders
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