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clarity eNewsletter - july 2005 |
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More than 80 marketers, entrepreneurs and industry players gathered for the "LISTEN TO YOUR MOTHER: Tactics for Email Marketing to Moms" webinar hosted by Lucid's Jennifer Sparks. Callers from Brazil, Japan, Canada and here at home listened attentively to 30 minutes of insight and best practices for reaching moms' inboxes. Jennifer's presentation combined two recent and popular research studies, including our latest project conducted in partnership with EmailLabs, effective tactics for email marketing to moms. We thank all those who took the time to "dial-in." We hope we met your expectations. And for those who were sending in questions, we apologize for the brief Q&A session. It simply was not possible to respond to all of the inquiries, so we anticipate getting back to you directly. If you didn't have a chance to join us, the presentation and associated research can be found on our site in the resources section. We want to do more of this. Your suggestions for how we can improve are welcome and I invite you to drop me a note.
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in this issue |
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lucid analysis |
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Measuring Word of Mouth Marketing
On July 13, 2005 I attended the inaugural "Measuring Word of Mouth" Marketing Conference organized by the Word of Mouth Marketing Association (WOMMA). What follows are my notes and takeaways from attending the numerous sessions. Word of mouth communication among consumers is more important today than it has been in the past for two primary reasons. 1.) The Internet provides consumers with a voice to reach millions of others and 2.) the public is less trusting of all media today. WOM as a marketing concept is in its infancy. Most presenters didn't have significant practical knowledge to share, but mostly theoretical. There were exceptions. Ironically, I felt that the most concise and practical knowledge was delivered from Harvard Business School Assistant Professor, Dr. David Godes. To quote his enlightening statements: I love these. They really zero-in on the core motivations for people to proactively share information. More on Dr. Godes can be found at http://pine.hbs.edu/external/facPersonalShow.do?pid=6637. Matt McGlinn of BzzAgent, also provided some practical knowledge. Here is his list of the six reasons why people engage in word of mouth activity: Conference attendees were also treated to the result of the efforts of many committee members to establish a terminology framework for word of mouth marketing. Clearly, there was a significant amount of energy put into this; I can only imagine the wrestling matches over the choice of words. The metric that was established, central to all word of mouth measurement, is the WOMUnit. A WOMUnit is a single unit of marketing-relevant information. This term describes the message passed from one consumer to another. More about the WOMMA Terminology Framework can be found at http://womma.org/pages/2005/07/womma_releases.htm. I am optimistic that WOM marketing will become a commonly understood and considered marketing tactic for brands large and small.
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lucid news |
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Marketing to Women: What Turns Them On/What Turns Them Away Kevin Burke will be speaking on a panel titled "Marketing to Women: What Turns Them On/What Turns Them Away" at the 2005 Jewerly Association New York Summer Show. The show is being held July 31-August 3 at the Jacob Javits Convention Center, NYC. He will be joined by Carrie Broussard - Sr. Marketing Director & Founder of the Women On Their Way Program for Wyndham Hotels, Cynthia Sliwa - Designer of Apprecia Jewels, designed for the plus size woman, and Randi Molovsky - former editor and fashion writer. Click here for more infromation.
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industry news for you |
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