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WOMMA Webinar: The Power of Consumer-to-Consumer Recommendations
Thursday, June 28, 2012 from 1:00 PM to 2:00 PM (CDT)
Please note that this is Step 1. After completing this registration from you will receive a confrimation email (check your junk mail, too). The confirmation letter will provide you with a link to GoToMeetings where you will complete Step 2 by reserving your seat.
There’s no question that today’s consumer takes a remarkably different path to making a purchase decision than consumers did even 10 years ago. Today’s consumer puts great stock in the opinion of friends, family and other influential individuals – more so than any form of brand-sponsored advertising. One of the hottest topics facing marketers today is how to engage consumers in conversation about their brands, products and services. Join us in this webinar hosted by WOMMA where we’ll share the results of a recent Keller Fay study of US consumers and how word-of-mouth recommendations influence consumer purchases across a variety of purchase categories.
• How recommendations from friends affect purchase decisions in a variety of purchase categories. Does word of mouth work differently for different types of purchases – applying for a mortgage, for example, vs. a new pair of jeans?
• How unsolicited recommendations from friends affect purchase behavior in a variety of purchase categories. Are unsolicited recommendations from friends effective?
• How consumers think recommendations work vs. how they work in action. Consumers often say they trust recommendations from family and friends, butdo consumers actually take action based on recommendations?
The study will provide marketers with a better understanding of how both solicited and unsolicited word-of-mouth recommendations influence consumer purchasing behavior in their specific category – insights that should help hone marketing strategies for 2012 and beyond.
In his role as CEO, Peter has been a driving force behind the company’s brand promise, leading the company to become a recognized leader in the field of recommendation marketing, with a special focus on consumer engagement through new & emerging platforms. Peter has more than 10 years’ experience working with global clients in financial services, telecommunications, retail, among others. Prior to RewardStream, Peter worked both client and agency-side on strategic loyalty marketing initiatives; he also worked with Bain & Company on international assignments spanning Canada, the United States, Australia, and Hong Kong.
Ed Keller is CEO of the Keller Fay Group, an award winning word of mouth research and consulting firm. He has been called “one of the most recognized names in word of mouth.” Keller is the coauthor of the newly published book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace. The publication Keller’s 2003 book, The Influentials, has been called the “seminal moment in the development of word of mouth.” Prior to founding Keller Fay, Keller was CEO of the well known research firm, RoperASW. He is a past-president of the Word of Mouth Marketing Association (WOMMA) and of the Market Research Council. In 2011 he was awarded a Great Minds Award from the Advertising Research Foundation, where he was a long-time Board member. He is on the Board of Directors of Bazaarvoice, a leading provider of online social commerce solutions. He is also on Advisory Boards of the Wharton Future of Advertising Program and the Annenberg School for Communication at the University of Pennsylvania. Keller speaks frequently to business audiences about word of mouth marketing and lectures at leading business schools such as Wharton, Columbia, NYU and Yale. Keller writes a regular blog for MediaBizBloggers.com and ShelleyPalmer.com, and is quoted frequently in the business press. You can follow him on Twitter: @kellerfay.
For more information please go to: www.womma.org/events/category/webinars/
WOMMA, is the leading trade association in the marketing and advertising industries that focuses on word of mouth, consumer-generated and social media platforms -- or marketing techniques that include buzz, viral, community, and influencer marketing, as well as brand blogging. The organization is committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards for such marketing practices, and defining “best practices” for the industry.
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