Radio is prime mover in WOM promotions

While “Word Of Mouth” (WOM) is rapidly becoming a key ingredient in almost all integrated marketing promotions, the key to a successful campaign is coming up with the best way “to get the conversation started,'' according to Mike Valentino, CEO of TMPG, a media promotion company.

Valentino claims that non-traditional radio is the most potent and cost-effective way to engage the conversation, “using popular, credible media celebrities who are key market influencers to reach out to the target audiences and convince them, for example, to sample a product or go to a client's website for more information.''

“It's not just Word of Mouth, it's professional Word Of Mouth. The conversation can be focused around key copy points or carefully scripted to ensure that the tone, messaging and personality of the brand on strategy and reflected in the DJ banter and are seamlessly integrated into the programming content. We carefully select DJs to serve as brand ambassadors for our clients,'' he said.

Statistics indicate that there are 3.5 billion brand-related conversations per day. They also show that 80% of consumers trust recommendations from family, friends and 'influencers;' and that spending on WOM campaigns will rise from 980 million in 2006 to 1 billion by the end of this year, and to 3.7 billion in 2011.

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