Word of Mouth Communication and Opinion LeadershipWord-of-mouth (WOM)Slide 3Opinion leadershipSlide 5Slide 6Generalized attributes of opinion leadersDiffusion of InnovationsOpinion leadership processOverlap of opinion leadershipThe motivation of opinion leaders1. Self-involvement2. Product involvement3. Social or “other” involvement4. Message involvementMarketing implications of W.O.M.Stimulating opinion leadershipSimulating opinion leadershipWhat is Buzz Marketing?Slide 20Slide 21Slide 22What are some of the products marketed by “buzz” or “seeding”?Slide 24Why is it growing so rapidly?What are the down sides?Ethically, what’s wrong with buzz marketing?Slide 28Slide 29What is “cool hunting”?Slide 31Slide 32Slide 33Word of Mouth Communication and Opinion LeadershipBuzz MarketingCool HuntingWord-of-mouth (WOM)Person-to-person communication between a receiver and a source whom the receiver perceives as non-commercial, regarding a product, service or brandHighly effective method of communicating informationParticularly effective in communicating negative informationDissatisfied customer will tell 9 others13% of unhappy customers will tell >20 othersWOM can beIn personPhoneMailInternetWOM can beVerbalVisualOpinion leadershipThe process by which one person--the opinion leader--informally influences the actions or attitudes of others who may be opinion seekers or opinion recipientsWho are opinion leaders?Can they be recognized by any distinctive characteristics?Can they be reached through specific media?Opinion leadership tends to be category specificIndividual who is an opinion leader in one product category may be an opinion receiver in another product categoryProfile of opinion leaders is likely to be influenced by the specific product categoryGeneralized attributes of opinion leadersTend to be consumer innovatorsWilling to talk about products and servicesSelf-confidentOutgoing and gregariousSame age as opinion seekerSame social status as opinion seekerDiffusion of InnovationsOpinion leadership processOpinion leadership is a very powerful forceCredibilityParticularly credible in negative commentsOverlap of opinion leadershipOpinion leadership tends to overlap across certain combinations of interest areasOverlap is likely to be highest among product categories that involve similar interestsThe motivation of opinion leaders1. Self-involvement2. Product involvement3. Social or ”other” involvement4. Message involvement1. Self-involvementSatisfies some basic need of their ownAttentionStatusAwareness of expertiseConfirm own good judgment and eradicate post-purchase doubts2. Product involvementThe greater a person’s involvement with a particular product, the greater their interest in sharing information3. Social or “other” involvementOpinion leaders motivated by ‘other involvement’ share information as an expression of friendship, neighborliness and love4. Message involvementPervasiveness of advertising in our society encourages message involvementIndividuals who are bombarded by commercial messages and slogans tend to discuss them and the products they are designed to sellMarketing implications of W.O.M.Marketers look for opportunities to encourage word of mouthProduct designers sometimes develop their products to maximize word of mouth potentialStrong, favorable word of mouth minimizes the company’s advertising budgetStimulating opinion leadershipTeaser campaignsAds that disclose just enough information to pique consumers’ intereststhe ad itself becomes the basis for discussion, leading to interest in the productBuzz marketingProduct placementSimulating opinion leadershipSlice of life commercials where actors portray consumers or professionals discussing a productTestimonials from celebrities are influential, especially where the celebrity is connected in some way to the productWhat is Buzz Marketing?A form of marketing where the consumer doesn’t know he or she is being marketed toGenerally, a marketing company pays an actor or socially adept person (opinion leader) to use a product visibly and convincingly in locations where target consumers congregateThe actor talks up the product to people they befriend, handing out samples if it is economically feasibleAlso known as:Undercover marketingStealth marketingUnder the radar marketingDiffusion marketingAmbient marketingViral marketing (on the web)Product seedingRoach baiting (to its critics)Diffusion of InnovationsInfluentialsTrend-translatorsConnectorsAlphasHubsSneezersBeesMagic peopleWhat are some of the products marketed by “buzz” or “seeding”?AutomobilesFord FocusPT CruiserTelevision showsLostMoviesBlair Witch ProjectVertical LimitBooksPurple CowBeerGuinness StoutClothesHush PuppiesLee jeansWhy is it growing so rapidly?1. Buzz is cheap2. The rise of the internet makes contact with millions of consumers possible3. Appeals to younger consumers skeptical of mass media advertising4. Presents opportunities for products like cigarettes and alcoholWhat are the down sides?1. Difficult to measure reach and success2. Backlash when people realize they’ve been deceived3. May eventually be overdone and become ineffective4. Less effective for “low-involvement” productsEthically, what’s wrong with buzz marketing?Consumers don’t know they’re being subjected to a commercial messageThus don’t view the message with the suspicion they would ordinarily apply to a commercial messageMarketers often engage children/teens to influence purchase behavior of other children/teensPractice is totally unregulatedWord of Mouth Marketing Association has drafted ethics codeCode is voluntaryCriticized for being vagueMini Cooper buzz marketing campaignWhat is “cool hunting”?“Reverse marketing”“Sell-back”Focuses on teen market32 million teens in the USLargest demographic group ever (outnumber baby boomers)Spend $100 billion per yearInfluence $150 billion in spending per yearCool hunters are looking for the 20% of the population who influence the remaining 80%“Culture spies” visit malls and other places where kids hang outAttempt to identify trends (e.g., clothing) before they developSell the