Have you heard……about the power of Word-of-Mouth, waiting to be

unleashed by Mothers for your brand.

What about Mothers?

Changing Family Structure - 7 million children are growing up with single mothers, outnumbering the 6.8 million of the country’s children who live with both parents.

Woman are largely the Decision Makers and Purchasers for the Family

Woman Love to TalkWoman say 7000 words a day, compared to men who say 2000 words a day.

Develop an Influence Strategy not a marketing strategy

Internal Motivation (What I want)

Social Pressure (What others say - Family)

Environment (Make it easier to purchase)

Macro Environment (media/ culture etc…)

Sharing drives the WoM(Based on Value Exchange)

It’s the product not the brand

The brand is trusted - but it is the product that delivers

Helping Hand

“Give me Time”

Who is Influencing Who?

Let’s get talking…(What Mothers have to say about brands…)

What should brands be doing?

The relationship of Advertising and Word-of-Mouth

What mothers are saying,What mothers are saying, and who who is saying it,is saying it,

should be your main focus.

How it works?

Getting the Right People, saying the Right things about your brand.

Understand what people are already saying about your brand

Identifying the Influencers within your Target Market

Create a Word-of-Mouth Mechanic

Empower the Influencers with the right messaging

Build Sustained RelationshipsAnd engage emotionally

Leverage the new Word-of-Mouth

Measure, Track and Quantify1

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7Our Objective and Process

500 Influencers

30 000 Influencers

Total Universe

600 000 Influencers

The Diffusion of Influence

Each influences 60 Others

Each influences to 20 Others

Understanding Product and Consumer Behaviour & Perceptions

Product Influencer Target Market< Value Exchange >< Value Exchange >

WoM Campaign Platform to Leverage WoM

EducationExperience

Engagement

How? How?

Allowing for Dialogue, Conversation and Sharing

Building Sustainable Relationships

Measurement, Track and Quantify

Develop StrategyHow?

What mothers are saying,What mothers are saying, and who who is saying it,is saying it,

should be your main focus.

Jason Stewart

jason@haveyouheard.co.za

www.haveyouheard.co.za

084 914 4449

Ryan McFadyen

ryan@haveyouheard.co.za

www.haveyouheard.co.za

083 798 8070

Thank You.

http://haveyouheardblog.wordpress.com