Have You Heard Speaking With Mothers
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Have you heard… …about the power of Word-of-Mouth, waiting to be unleashed by Mothers for your brand.
description
HaveYouHeards presentation from the 'Kid and Teen Republic Conference', on how Word-of-Mouth affects Mothers and the brands they choose as well as how brands can leverage that for their benefit.
Transcript of Have You Heard Speaking With Mothers
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
www.haveyouheard.co.za
084 914 4449
Ryan McFadyen
www.haveyouheard.co.za
083 798 8070
Thank You.
http://haveyouheardblog.wordpress.com
