Marketing Sense
PR Etc. is a full-service public relations/communications firm that provides its clients with a direct, customized service that meets their specific needs. We recognize that no two clients are exactly alike, and as such, each has varying priorities, objectives and business goals which they want to achieve through a strong marketing program. Our blog, MarketingSense, will provide you with expertise and insight on how to most effectively market your business, organization, products and/or services.

Archive for March 21st, 2008

Word of Mouth Equals Centers of Influence

Add comment March 21st, 2008

A few months ago, I wrote about the growing interest and impact of Word of Mouth (WOM) campaigns. They continue to make headway among more traditional marketing efforts.

A recent event shows the power of a truly active campaign when the Rockford Symphony Orchestra supplemented its marketing efforts with a WOM initiative conducted by a small host committee. The goal of the WOM campaign was to get the word out about an upcoming performance at the Coronado; the objective was to engage at least 50 new attendees of a younger demographic (e.g. GenX, GenY) audience to attend.

Each host committee member personalized emails, made individual phone calls and penned personal letters to up to 20 people they knew within their sphere of contacts (a.k.a. “Centers of Influence”). The results were dramatic; almost 100 new people attended the Symphony performance and with all of them noting that they would not have otherwise attended had they not had personal interaction from a member of the host committee.

And that was with a committee of just a handful of people. Think how your organization, its employees and/or board could influence patrons, supporters, donors, customers with a personalized outreach campaign.

The key is to make it simple for your host committee (or whatever you decide to term it) to become involved. Ensure they know specifically what they are being asked to do and why they are being asked to do it. Provide them with information to assist with any personal communications they are making on your behalf. They more they know, they more they can help you.