Mai 24th, 2006 by Alexander Becker
In den USA ist Word of Mouth mittlerweile eine anerkannte und oft und gern genutzte Marketingform. Zu diesen Schluß kommt die Sun Sentienel (Zeitung für Südflorida) in einem klasse Artikel zum Thema Word of Mouth. Hier ein paar Auszüge. Zitiert wird JoAnna Brandi, von der “customer care consulting firm�? JoAnna Brandi & Co. aus Boca Raton.
At the business level, it’s called “customer evangelism,” Brandi said. The goal is to heighten a positive customer experience. The intent is not necessarily to drive more referrals, but that’s the frequent outcome.
“It’s about delivering a level of service that’s so superior that your customers go off and do your marketing for you,” she said. “No one is going to tell anybody about a mediocre experience, unless they’re telling us about it from a bad experience.”
Such evangelism for a brand or company has been termed “lovemarks,” as opposed to trademarks or simple branding. It’s the experience or relationship, for example, that people have with their Apple iPod, Miami’s Alienware Computers, or W Hotels. Lovemarks, writes creator Saatchi & Saatchi Advertising, transcend brands. “They deliver beyond your expectations of great performance.”
