Tag Archives: WOM

WOMM Has the Power to Quickly Build Up or Tear Down the Reputations of Products, Services and Organizations

Although many brand stories are shared offline, word of mouth can also spread very rapidly through social media. In order to leverage the power of WOM brands need to understand the dynamics of this intangible and often elusive form of marketing.

Building Trust

Trust lies at the core of every strong personal relationship – the same goes for relationships stakeholders have with brands. The driving force behind consumers’ desire to share positive stories about organizations is the trust they have in the products, services and people associated with those entities.

Trust is not built overnight. It’s nurtured over time with every customer, vendor and employee micro-interaction. The simple fact of the matter is that stakeholders see through brand hype and the only real way to build trust is make a promise and deliver on it. The classic example is customer service. Organizations need to make sure they meet or exceed the service expectations they’ve created with customers – falling short on these types of basic brand promises will result in the wrong kind of WOM.

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University Rep Network Fueled By Millennials

Millennials– This is definitely a term that you will be hearing more and more. In fact, “Hearing” about them might be the wrong way to put it; truth is, you will most likely read about them in a post, tweet, blog, or news feed. That’s because Millennials (ages 18-29) are spending more and more time on social networking sites according to a recent study by the Pew Research Center.

The term Millennials is used because their birth into adulthood happened on or near the new millennium. In the overview of results, the Pew Research Center reports that Millennials “are more ethnically and racially diverse than older adults. They’re less religious, less likely to have served in the military, and are on track to become the most educated generation in American history.”

Millennials have also grown up having multiple modes of communication at their fingertips. They now take full advantage of the wide variety the World Wide Web has to offer. Three out of every Four Millennials has created some kind of social networking profile.

Millennials that are connected to the University Rep network are even more connected than the average user, averaging just fewer than 1,000 friends on Facebook.

Pew Research Center reports Millennials key distinctiveness comes from the way this age group has welded social media platforms to their everyday lives. The report conveys, “It’s not just their gadgets- it’s the way they’ve fused their social lives into them.”

Ureps are known for frequently communicating with friends and family through Facebook. Additionally, company communications are sent email, Facebook, and text messages that reach the connect brand evangelists instantly. A second Pew Research publication recently released finds that the more people use social media, the more they trust people in general. We can infer that Millennials are more trusting in people because of their involvement with social networks.

Brand Adoption uses its University Rep network (ureps) to execute Word of Mouth marketing. Connecting brands with consumers using social media and guerrilla marketing strategies. Combining influential peer-to-peer recommendations from the most connected Millennials, and the powerful new media technologies. The mix has already created buzz across the national on college campuses.

According to one of the creators of the urep network, Don May, the successes are because of the Millennials. May said, “this generation connects to brands and companies with ease thanks to social media. They can become the biggest advocates and the most trusted.”

Trust.  It is not something companies and brands get very easily.  With only 12% of consumers trusting advertisements.  Genuine advocates of brands used and liked will keep the urep network thriving on campuses for years to come.

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Powerful Word of Mouth

Joe Bush wrote an amazing piece for the Path to Purchase Institute on the power of Word of Mouth Marketing (WOM).


“Gone are the days when ‘word of mouth’ was simply a free benefit to deserving brands.”  Bush reports that WOM marketing is now an increasing part of companies operational expense.

The Word of Mouth Marketing Association defines WOM as ‘any business action that earns a customer recommendation.’  Online, offline, promotions, in-store activations, etc. are all different campaigns designed to spark positive WOM.  These campaigns use brand ambassadors, but often times the ambassadors will work for product instead of money.


Bush writes about effective WOM marketing campaigns highlighting Nestle USA’s creation of hype.  The brand was participating in Walmart’s Ice Cream Social sampling event – Nestle wanted to create buzz before the event, and drive even bigger numbers to the sampling event.  Using a collaboration of 110 bloggers, Bush says, “the result was a 37% sales lift over the six weeks from Memorial Day to Fourth of July.”


Shopper marketing manager for Nestle, Andi Pratt, told Bush, “shoppers are more and more engaged in user-generated content, whether it be from people they know or people they don’t.  Those are heavily weighted in the decisions they are making every day.  It doesn’t feel as forced… Brands that are able to do social in a genuine way will start to stand out.”


Key Insight #1:

Genuine Brand Ambassadors = Sales Lift

Dell, Inc. knew genuine Brand Ambassadors were important, but they also know that training was just as important.  Dell currently uses more than 100 paid Brand Ambassadors across the country to promote, present Dell products, as well as manage its online presence.  In just a year Dell watched 135,549 people like them on Facebook and 388,827 follow them on Twitter. Dell and its marketing team knew that this program would only work if the brand ambassadors were the “right fit.”  Location, knowledge of town, connection to campus all played a major role.  Monthly brand messaging meetings kept ambassadors up to speed and focused on trackable goals.  Dell University brought the company to the local level – instead of hoping the students would go to them.


Key Insight #2:
Local Brand Ambassadors = Greater connection to customers = increase in sales.

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The Little Freshman from Titlewave on Vimeo.

For www.urep.co

Thank you Kelly May and Titlewave

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Another TOP of 2011: Like This, Follow That: It’s the 10 Best Social-Media Campaigns of the Year

Obermutten GR

This time we break down borders, and look at the 10 best social media campaigns of the year in the world!

See What This Picture is All About, and Check Out the Top Campaigns of the Year


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Steve Olenski: Social Media and Word of Mouth Marketing May Not Be the Same But…

If the world of marketing was a tree… Social Media and Word of Mouth would be found erected in the same branch and pretty dang close to each other.

Steve Olenski writes a very interesting piece on why Social Media and Word of Mouth are not the same – but still related.  Olenski wrote an earlier piece where he compared the 2 as being the same in the marketing world.

Olenski redefines stance on marketing…

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For Immediate release:

Brand Adoption partnered with FRS Healthy Energy™ samples 2 million ready to drink cans this summer fueling fans all over the country.

TEMPE, AZ., Aug. 24, 2011 – From the world’s largest Nike Surf Tournament in Huntington beach, Major League Baseball’s All-star game in Phoenix, the Rock n’ Roll marathon in Chicago, up to Times Square in New York City, Brand Adoption’s influential work force partnered with FRS Healthy Energy™ to educate and FUEL the nation face to face, cold can by can.

Brand Adoption hand picked 140 Brand Ambassadors in 19 cities to represent FRS®, sampling 2 million refreshing cans, while leaving millions more with positive impressions.

“FRS®, like many big name brands, has seen the overwhelming positive reaction from the general public when word of mouth marketing is done correctly,” said Don May, VP of Marketing and Acquisitions, Brand Adoption.  “We put together a turnkey program that included branded vehicles, product storage and refrigeration.  We mobilized our teams of brand ambassadors in the major markets across the country.  FRS® management was impressed with what Brand Adoption could do in a short period of time and the quality of our national network of well-educated college students and graduates (ureps).   The reception from consumers has been phenomenal.  Our ureps are able to effectively communicate the health attributes of FRS® which separates the brand from competitive entries on store shelves.”

FRS® Healthy Performance™ has continually grown since 2007.  This summer the company has seen a 140% increase on its Facebook page as well as an ever growing twitter following with almost 9,000 followers to date.  The partnership with Brand Adoption has put a face with the drink, sold out FRS in retail stores, and the positive feedback continues to flood its social networks.

Brand Adoption’s national network increasingly grows on over 150 college campuses with the success of its FRS® campaign.  May concluded, “One of the most important aspects of this tour was educating consumers about the health aspects of this unique drink.  We did just that.”

Facts and Figures:

This summer Brand Adoption has sampled the equivalent to 171,875 Gallons of FRS®.

If you stood cans on top of each other you could stack the height of the Empire State Building 800 times.

The total weight of product sampled is the same as 5 Boeing 747 Jumbo Jets.

About Brand Adoption:

Brand Adoption is a word of mouth marketing company that connects brands with consumers using social media and guerrilla marketing strategies.  Our marketing platform is made up of thousands of ureps (influential college students and graduates) located on campuses across the US.  Through this network, we execute brand building activities that include product sampling, digital marketing, social media communication, brand education, product testing, ambassador programs, tradeshow and event representation, and  street team participation.  Campaigns are designed to meet our client’s goals: building awareness, driving traffic and sales, or expanding a brand’s online community.

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