SouthWiRED 2014

We opened Fizz 12 years ago. Since then we have become the go-to agency for word of mouth.  While everyone ‘does’ word of mouth by sharing stories with friends and family, word of mouth marketing is a
powerful marketing tool that exposes targeted consumers to a conversation, gets them to internalize that conversation and then share it with their friends as their own. Those conversations automatically create a call to action and personalize the message on an individual basis.   Conversation naturally occurs. Word of Mouth Marketing occurs when customers become advocates of your brand and share their stories. When your story is authentic, relevant and interesting, Influencers will share it. Recommendations from a friend or trusted acquaintance are significantly more effective in getting consumers to purchase. When your story is authentic, relevant and interesting, Influencers will share it. According to a Keller Fay Group study in 2009, 76% of all Americans talk about at least one brand a day, and an average of ten. They also found that people have 112 marketing relevant conversations are  happening per week per person and Influencers have two times as many brand conversations per week.  It’s all about creating great stories that people will share over an extended period of time. Through word of mouth marketing programs, brand story sharing in new or existing groups are encouraged or accelerated. In order to implement a successful program, Fizz has developed a replicable process to define the ‘talkable’ story, seed that story within the target audience through face-to-face conversations and digital media, stoke influencers so they continue to share it and then measure the results.