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Brushing aside the myth that 'Word of Mouth (WOM) marketing is luck', Procter & Gamble (P&G) explored the challenges and promises of WOM, and came up with a marketing division called 'Tremor'. Tremor integrated WOM into a total marketing effort, executed plans in its entirety, and measured its impact after the campaign was complete. The advantage of the Tremor network is that it is nationally scaleable, predictable and measurable. The influential sales force of teenagers is spread across the US, making it possible for Tremor to package its campaign to its advantage. It has developed a unique system to test and predict the success of the word of mouth message.
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