Consumer advisory panels - the next big thing in word-of-mouth marketing?

Consumer panels are traditionally one of the most important tools in carrying out market research, and the increasing prominence of the internet has the potential for engaging vast numbers of consumers in dialogue to boost loyalty, create advocacy and drive sales.

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...

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