By crafting product messages mothers will want to share, along with giving them samples, coupons, and a chance to share their own opinions with P&G, the Cincinnati consumer-product giant is using personal endorsements to cut through advertising clutter. "We know that the most powerful form of marketing is an advocacy message from a trusted friend," says Steve Knox, Vocalpoint's CEO.
The program is a state-of-the-art method for reaching the most influential group of shoppers in America: moms.
Tuesday, May 23, 2006
Subverting America's Moms to sell, sell, sell
Business Week reports that Proctor and Gamble has recruited 600,000 moms for the word of mouth sales project, called Vocalpoint.
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