Stimulating the Power of Consumer Recommendations
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Transcript of Stimulating the Power of Consumer Recommendations
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Stimulating the power of consumer recommendations
03/12/2011 – Stichting Marketing Congress « No Guts, No Glory »
Björn Cassier CEO & Founder The Insiders
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TRUST CONTEXT
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No Guts, No Glory
Go public !
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Word of Mouth Marketing
+250.000 Ambassadors
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>> 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
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400.000 face-to-face
+ 50.000 online
9 Google hits
>> REACH: High-Quality
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Further in-depth conversation analysis Via online diary methodology
>> IMPACT of Conversations
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ME
NTIO
NS
CONVERSATION STARTERS
The campaign Taste
STRONG ARGUMENTS
Functional benefits Varieties
NEEDLESS EXTRAS
Promotions
STIMULATE MORE
Usage occasions Point-of-sales
IMPACT + -
- +
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improved
KNOWLEDGE
new
AWARENESS
Shift in
OPINION
85% of conversations by Insiders had impact.
PURCHASE
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13% of conversation contacts resulted in trial purchases.
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Net Promotor Score (NPS)
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Conclusion: don’t be afraid..
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Offices Antwerp | Paris | Düsseldorf | Milano | Barcelona | Rotterdam
www.theinsiders.eu
@Bjorn_insiders
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