WOW WOM! - cross media referral marketing has a lasting effect!

Cross media referral marketing is an efficient tool in the long run. This conclusion is based on the results of five Word-of-Mouth campaigns realized with the LISA circle of friends community.

 
The sustainability analysis of the WoM campaigns can be summarized as follows: the majority of consumers continue to buy and recommend the tested product or the brand to their circle of friends and acquaintances even months after the test phase ended.  The results of this additional market research sustain the absolute transparency of referral marketing. Hubert Burda Media is the only publishing house in Germany which offers this type of referral marketing directly and first-hand in its own marketing portfolio. The sustainability analysis can be booked in future within the context of WoM campaigns. Advertising customers have thus the possibility within three to six months from the end of the campaign to check if any and to which extent is the effect their product has left with the testers and their social environment.
 

Finally all project participants will be interviewed one last time to the tested product as part of a collaboration with a Word-of-Mouth-Marketing expert, Prof. Dr. Ralph Sonntag from the University of Applied Sciences in Dresden. “A WoM campaign is the most authentic form of communication: honest, open and non-compulsory”, emphasizes Nina Winter, Head of WoM and initiator of LISA circle of friends - Burda’s first WoM panel 2008. “Word of mouth has a lasting effect as far as the willingness to buy brands is concerned. Our researches prove this concretely with the positive statements of the project participants over a longer period of time”, says Winter.

 

 

 

Contact

International contacts

Nina Winter

Nina Winter
Head of WoM

Tel. + 49 (0) 781 84-2932
nina.winter@burda.com