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November 01, 2005
Just say no to boring products
Brand Autopsy has a nice analysis of an AdWeek article on "Measuring Buzz." The article hints that measurement is tough, citing WOMMA's work on the subject.
Yes, it's very tough if you're worried about the esoteric WOMunit. But don't let the lack of measurement systems stop word of mouth marketing to take root. After all, it's pretty easy for any company to ask "How did you hear about us?"
Brand Autopsy examiner johnmoore is right to point out that marketers should focus on creating products and services that are worth talking about before they start worrying about measuring to the nth degree.
This is probably heresy at some companies, and it's not easy to change a cultural underpinning like that. Be remarkable now. Measurement can come later.
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While we are on the subject of WOMMA, the organization has just announced its next conference: Word of Mouth Basic Training, Jan. 19-10 in sunny Orlando, Florida. As usual, Andy has packed the event with speakers on buzz and viral marketing, blogging, word of mouth measurement, and lots more. I'll be doing a luncheon workshop.
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