PORTLAND, Ore., Jan. 13 /PRNewswire/ -- Pssst. Did you hear what's
happening? There is a new Portland, Oregon-based service -- me2u
marketing(TM) -- created to focus exclusively on mastering the forces of word
of mouth communications. Pass it on.
Word of mouth may be the oldest form of marketing and image building, but
until recent years professional communicators have understood or cared little
about how to make those over-the-fence, water-cooler or coffee-break
conversations work positively to support client or campaign goals.
Now, one of the Northwest's most recognized communications
firms -- Conkling Fiskum & McCormick, Inc. (http://www.cfm-online.com) -- is
launching me2u marketing (http://www.me2umarketing.com) to provide word of mouth
research and marketing services for consumer products, business-to-business
goods and services, and public affairs activities. A presentation of the new
service will be made January 20 in Orlando, Florida at the Word of Mouth
Marketing Association (WOMMA) ( http://www.womma.org/ ). That trade
association is staging what it calls the largest-ever event on word of mouth
communications. CFM is a charter member of WOMMA, formed last year.
Research shows word of mouth communications is a powerful force in
marketing and decision-making. It relies on connecting with highly effective
third-party communicators. Marketers only recently have identified systematic,
sustainable and measurable ways for business and organizations to join in
these conversations. While there are scores of groups engaged in managing word
of mouth communications, me2u marketing is one of the first exclusively
specializing in the practice.
"People are turning to friends and people they know for information and
decision-making. Word of mouth marketing enables organizations to communicate
with, not to, consumers," says Tom Eiland, project leader. Eiland and Erika
Simms, consumer specialist for me2u marketing, will detail the new
Northwest-based service at WOMMA.
"We started me2u marketing to use well-researched techniques designed to
foster positive communications among targeted groups of thought leaders,"
Eiland says. "These leaders -- we call them 'trusted communicators' -- are
knowledgeable and are willing to share their experiences and opinions. They
are people others listen to and trust. Trusted communicators tend to be early
adapters of consumer and business products, or opinion leaders for important
public policy or public affairs issues."
"We don't pay people to talk. That is a paid endorsement," Simms
explains. "We do share information with trusted communicators so they will
continue to talk about products and services they like in an honest, candid
way."
Services offered by me2u marketing include:
-- Research and assessment: Determining whether word of mouth is right
for the client. It involves research to assess opinions and behaviors
of employees and other internal audiences, and customers and external
groups. The assessment phase evaluates who is talking and where, why
they are talking and what is being said. Trusted communicators are
identified at this stage.
-- Planning: Creating a customized marketing plan incorporating the
best word of mouth approaches. It includes ways to reach trusted
communicators and creating techniques for clients to join in
conversations with their best customers and supporters.
-- Execution: Using the best communications tactics to stimulate word
of mouth conversations. Approaches may include electronic
communications tools -- such as E-mail blasts, online discussions,
web sites and blogs. Other traditional "low-tech" tactics focus on
person-to-person outreach through special events or product sampling,
for example. The tactics are not one-time events but ways for
clients to engage and communicate with customers over a long period
of time.
-- Metrics: Building the necessary tools to monitor and measure the
impact of a communications campaign.
"Successful marketing isn't about creating word of mouth conversations.
You can't put words in someone's mouth. Rather, it's about learning how to
make existing word of mouth opinions work within a distinct marketing
objective," Eiland concludes.
Based in Portland, Oregon, me2u marketing (TM) (http://www.me2umarketing.com) is
a division of Conkling Fiskum & McCormick, Inc., (http://www.cfm-online.com),
specializing in public affairs, strategic communications, research and
consumer marketing.
Contact: Tom Eiland, 503-802-4112, E-mail tome@cfmpdx.com
SOURCE Conkling Fiskum & McCormick, Inc.
 back to top
Related links:
http://www.cfm-online.com
CONTACT:
Tom Eiland of Conkling Fiskum & McCormick,
Inc., +1-503-802-4112, or tome@cfmpdx.com
|
