Word of Mouth Marketing Alliance

In the USA the Keller Fay Group, focused exclusively on word-of-mouth marketing (WOM) and ComBlu, a WOM strategy firm, have announced the formation of a strategic alliance designed to bring integrated WOM offerings to the marketplace.

The alliance aims to bring discipline and scientific methodology to the burgeoning WOM industry. According to Kathy Baughman, ComBlu principal, 'Much of what is offered as word-of-mouth marketing (WOMM) today is nothing more than 'serial buzz.' Our approach is to deliver integrated and sustainable customer evangelist and influencer programs. The resulting evangelist and influence core becomes a valuable strategic asset that can be activated and tapped for continuous visibility into the minds and hearts of a company's best customers. This leads to more efficient go-to market strategies, better margins, enhanced product development processes and increased sales.'

'Clients want to be able to pretest WOM programs, and then track the content, context, tone and volume of customer conversations about their products or services' says Ed Keller, CEO of Keller Fay and co-author of the book, The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy. 'Companies want real, actionable data that allows them to measure campaign and media effectiveness, target the right people for their campaigns, understand the key drivers of brand advocacy, and monitor conversational trends. They also want an early-warning system that can prevent or mitigate a brand or reputational crisis as well as provide up-to-the minute assessments of crisis impact on the brand or corporation.'

The new alliance will be led by Ed Keller and Brad Fay, principals of Keller Fay, and by Kathy Baughman and Steve Hershberger, both principals of ComBlu.

The companies can be found online at www.kellerfay.com and www.comblu.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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