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When you have a good experience with a product, be it a gadget, a movie or a household product you tell other people about that positive experience right? Harnessing this need to communicate and pass on information has led to word-of-mouth marketing, and because the opinions passed on are real, the communication has credibility. With the increasingly fractured nature of the media landscape and the growing media savvy and cynicism of consumers, advertisers and brands are now looking to word-of-mouth to gain trust from the general public. With this in mind, Buchanan Group offers Vox Plug and 606 Product Networker, two vehicles that tap into aspects of word-of-mouth marketing, combined with the proven credibility of third party advertising. Vox Plug targets the youth market with a camera crew on location at an event, university, the beach or even just on the street, encouraging the general public to have fun with the product, trialing it in front of the camera, whilst giving honest, positive opinions about it, essentially marketing the product to their own peer group. Cut together with edgy action cutaways these positive opinions have an air of integrity because the TVCs are unscripted. Rather than getting the talent to recite dialogue that we think will relate to the target audience, the opinions given are all in their own words, taking the guess work out of the equation. A scene from our latest 606 Product Networker commercial:  606 Product Networker is a slightly more structured vehicle, again based on the idea of positive word of mouth marketing, which sees two to three trialists from the general public, sitting down with a presenter discussing the product. Again, the fact that the trialists are using their own words to discuss their own real experiences with the product creates a feel of integrity and believability that is then associated with that product. Between these two vehicles Buchanan Group has a word-of-mouth type of communication that can cover a wide range of target audiences and, with the added benefit of leveraging our distinct third party advertising, can lend an air of credibility to your brand. Article by: Louise Liddiard-Smith |
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