the central Word of Mouth programmes
How do you drastically improve the adoption of your brand without sinking millions more into promotion?
Word of Mouth.
The beauty of Word of Mouth is that the channel is free. In addition, WoM is unbiased and therefore far more powerful than promotion or even viral marketing.
With input from some of the leading experts in Word of Mouth marketing, central has developed a programme that will maximise your brands word of mouth value.
programmes tailored to your brands needs
Word of mouth works differently for brands at varying points in their lifecycles. Because of this, central has developed different word of mouth programmes:
igniteTM
For brands from early development to peri-launch
Opinion leaders and customers don’t wait for a company to decide on a products position before they spread a word of mouth story about it. The igniteTM programme uses our in-depth understanding of how Word of Mouth works to create and propagate a WoM story that will speed the adoption of your brand without additional promotional spend.
The core of the programme is a mixture of Opinion Leader workshops, internal strategic planning and, where necessary, insight research. The igniteTM programme ensures that this vital point in your brands Word of Mouth adoption isn’t left to chance.
adhereTM
For brands post launch
Word of Mouth isn’t just for Innovators and Early Adopters talking about new products. Those further along their adoption curve - like the Early and Late Majority - represent around 85% of the market. Unlike Innovators and Early Adopters, these segments aren’t interested in trying something new. In fact they want to avoid the risk that innovations like new products represent.
What stimulates later adopters is the danger of becoming less competent or making mistakes. In the adhereTM programme, we work with these different motivations to create the change that your product needs.
The detail of the adhereTM programme is highly therapy area dependent. At it's core though is a mix of opinion leader activity, internal planning and strategic customer meetings that use Word of Mouth marketing insights to enable your brand to reach the more conservative adoption segments.
