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I read an interesting study the other day on Word-of-Mouth Marketing, or hyper One-to-One Marketing. The Keller Fay Group, a Word-of-Mouth Marketing and Consultancy has published the study and can be found here. According to their study, the brands that have the most “buzz” based on their sample are the following:
- Toyota
- Wal-Mart
- Honda
- Apple/iPod
- Chevrolet
- Target
- Sony
- Home Depot
- BMW
- Verizon
I don’t know the details of their study criteria or the sample by which they produced their results. I know that it’s a continuous marketing research study, perhaps based on some rotating panel. I am fascinated by Word-of-Mouth Marketing.
Earlier, I interviewed bzzagent.com, which is an innovative east coast startup that has taken the Word-of-Mouth Marketing concept to a different level: they have systematized and made the model even more distributed than it is. Check out that post here.
I look forward to further innovation in the area of Word-of-Mouth marketing.
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{ 1 comment… read it below or add one }
I can understand Toyota being on the list (Prius, probably), but what is buzzworthy about Chevrolet?
The great (and loud) Tom Peters uses this line in his seminars. He asks the crowd, “Who really absolutely craves a Chevrolet?” (or something like that).
Here in Texas, people love their Tahoes and Suburbans. My neighbor has a Corvette that is buzz/crave-worthy. But there’s nothing really remarkable about Chevrolet the brand, unless you consider 0% financing to be buzzworthy.
Honda seems to fit somewhere in between Toyota and Chevrolet on the buzz scale, I would think. Honda’s are flashy, nor are most Toyotas.
I’m surprised Home Depot and Verizon are on there also.
I’d rather speculate than read the study