Planning an Event

Recently we came across the NSW Government Event Starter Guide.

It might be a good reference tool for planning your next event.

Word Of Mouth Marketing: Slow to Catch on in Australia

Everyone wants people talking positively about their product, program, issue or cause.

Yet amazingly few Australian organisations deliberately set out to include word of mouth marketing in their communications mix.

That’s surprising. Because word of mouth – receiving information from a trusted source – is the strongest form of marketing. We are more inclined to listen to family, friends or workmates when they urge us to do something, rather than be influenced by glossy brochures, slick advertising or sophisticated sales techniques.

Given the cynicism surrounding mass media and high powered advertising, there is renewed interest in word of mouth marketing which, let’s face it, has been around since caveman days.

We are now seeing an upsurge of interest in the US with the notable example being the work of the Word of Mouth Marketing Association. But there does not seem to be as much buzz on word of mouth in Australia – apart from discussions on social media which too often focus on technology and forget the people using it. A 2005 PRIA article by Jonathan Carson lamented this situation and frankly I don't see much has changed since then.

Which is a shame because the effectiveness of a successful word of mouth marketing program lies in its simplicity. Word of mouth works when there are three fundamental elements present:

• A good product or service. People will only pass on information about a product or service to others if they have confidence in it. Word of mouth will reward good behaviour with referrals but will always punish poor performance.

• People who can help spread your word. Sometimes called key influencers, connectors or champions, these are people who will share your information with others in their networks - if they are convinced of the integrity of your offer. Key steps in this type of marketing are identifying these key influencers, getting them on board, giving them pass on tools that make it easy for them to spread your information and then acknowledging their efforts when they help your cause.

• Simple information. Word of mouth needs simple but memorable stories to succeed in conversation networks. Complex or bureaucratic language may look good on paper but it’s unlikely to work when people are sharing information face to face.

Word of mouth marketing is credible, cheap and fast which makes it an attractive option for big and small organisations. But marketers and others need to plan for it rather than just wishing for it.

Social Media Updates

We recently came across three good articles on who’s using social media and how:

• Stats on the growing power of social media
• How non-profits are using social networking to raise money and awareness
• Being strategic with social media

7 Media Lessons from ANZAC Day 2008

ANZAC Day is the biggest and best known event in Australia and media interest in the Day is understandably intense.

This year we were privileged to help the Australian War Memorial with media relations for its ANZAC Day program.

With thanks to the Memorial's communication team, here are 7 media tips from that experience:

• Even though an event is well known, it pays to work within specific campaign themes. This makes it easier to manage information, source images and video and identify spokespeople.

• Media relations efforts must tie-in with other marketing, sponsorship and internal communications plans. This ensures media impacts contribute to the broader goals of an organisation.

• Blogs can be a source of stories for journalists. Information on the War Memorial's blogs were picked up and carried into mainstream media for ANZAC Day and other campaigns. Links in media releases to blogs, wikis and on-line video (such as YouTube) can be valuable in guiding journalists to additional information.

• We may live in a global economy but the media still want local stories. Newspapers and radio stations are always looking for local (human interest) perspectives on national issues. The first question journalists often ask is what's the local angle?

• Approach TV producers prepared to talk in terms of images. Work with TV crews to provide the best visual opportunities and spokespersons. See this Channel Seven example.

• Maintain a media database so you can quickly see the details of journalists and details of interviews that have been set up. In a busy campaign this helps to keep track of who to call and what's happening day by day. And when the campaign finishes it can provide good evaluation data.

• Australian media have been reporting ANZAC Day for 92 years. Media outlets will want to report a continuing event differently each year. (See this ABC Radio's story on war time rationing). The key to continuing good media relations year after year, is to remain flexible and work with journalists to help them provide valuable information for their listeners, readers and viewers.

Tupperware goes digital

Remember the Tupperware party? The direct marketing experience that introduced millions of households to the iconic plastic containers used for food storage.

The concept was brilliantly simple. Invite a housewife to host a party for her friends, and at the same time present the latest range of Tupperware products for inspection. Everyone was a winner. The hostess received prizes for her efforts. Friends got the opportunity to see the latest in kitchenware and the company put its products directly in front of customers in a relaxed, social atmosphere.

Now a US company is running a new version of these parties for corporate clients. House Party invites people across the USA to host parties for their families, friends and workmates, at which Ford Motor Company, Hersheys, the History Channel and others put their latest offerings directly to prospective customers.

The company’s Gerber baby food video shows how on-line technology is bringing Tupperware’s proven experiential and word of mouth marketing model into the digital age.