Consumer advisory panels - the next big thing in word-of-mouth marketing?
Paul MarsdenEnterprise LSE
How do you unlock sales revenue by harnessing word of mouth? Forget the usual suspects – buzz, viral and stealth marketing. These may be great PR stunts to get people talking about how outrageous your marketing is, but are unlikely to have a sustained impact on sales. If you want to create an army of loyal word of mouth advocates that drive growth, take the lead from consumer goods giant Procter & Gamble, and set up your own online consumer advisory panel.
Consumer advisory panels...