All through it is is very difficult to direct advertising to opinion leaders through the mass media, there are several alternatives strategies for effectively using word of mouth communication to increase sales these strategies may seek to do the following:
1. identify opinion leaders directly.
2. Create opinion leaders.
3. Stimulate word of mouth communications in advertising and
4.stimulate word of mouth in communication and advertising. If substantial negative words of mouth communication occurs. The market I may also have to,
5.undertake a defensive strategy to counter negative information that is setting the record straight. In this section we will consider each of these strategies.
1. IDENTIFY OPINION LEADERS DIRECT:
Opinion leaders can be identified directly through company purchase records. Because of the close relationship between opinion leadership and new product adoption. It is possible to identify consumers who are among the first to adopt a new applicants or other products with a purchase record. Another means of identifying opinion leaders is through consumer contest or aids offering additional information individuals who response to contest and offers of information are likely to have a high interest in the production and to be opinion leaders.
Once opinion leaders are identified, direct mail can be used to promote the company's product and provide additional information. Such contacts would stimulate a social multiplier effect, since these individuals would disseminate or spread information and thereby exact a disproportionate amount of influence on friends and relatives. Opinion leaders would also be giving free samples, or in the case of expensive durables, product on loan or stimulate usage. Lincoln continental dealers in one city recruited a group of opinion leaders to drive the car during the introduction of the model myers and reynolds, 1967. attitudes and usage of opinion leaders would also be tracked so that the level of adoption of new products could be projected.
2. CREATING OPINION LEADERS:
It may also be possible for marketers to create opinion leaders for a particular product among a group of socially active members. An example of creating opinion leaders was an attempt to transform and unknown pop record in 20 in several cities. To achieve this, opinion leaders in high school were identified which included class president, class secretary, sports captains, cheerleaders. These individuals we are invited to join a panel to evaluate rock records. Panel members were specifically told they would receive free samples in appreciation for their participation and were encouraged to discuss their choice with friends. Several records provided to the group list the top 10 in trial cities without making the top 10 in other cities mancuso 1969.
3. SIMULATING WORD OF MOUTH COMMUNICATION:
advertising can stimulate word-of-mouth communication by portraying personal influence, this ads seek to replace the new id for direct contact by the customer with friends and relatives. The assumption is that the typical person in the aid is credible enough that the consumer Will believe the information provided by this individual.
STIMULATING WORD OF MOUTH COMMUNICATION: advertisers can also try to encourage consumers to talk about the product. One strategy that can be used to achieve this is to generate purity through plant secret. For instance , ford kept its new car, mustang under wraps before it was introduced, yet generated curiosity by a well-planned publicity Campaign. The strategy stimulated word of mouth communication amongst customer about the most talked about at least seeing auto of this year Time 1964.
Another approach is to encourage consumers to tell your friends or to ask your friends. For such a strategy to succeed the product must be in a strong position and word-of-mouth communication must be positive.
A third strategy is to use original and entertaining teams that are likely to be replaced. Certain can be part of everyday jargon during an advertising campaign and even a period of time after the slogan is no longer used.
5. SETTING THE RECORD STRAIGHT THROUGH WORDS OF MOUTH COMMUNICATION:
Sometimes advertisers attempt to encourage word-of-mouth communication in order to set the records straight. Consumers may have Misconception about a product which warrants co-operate advertising to combat negative information. False rumours have occasionally been whispered and have proved harmful sales. Companies fight rumours with advertising, press conference, and letters of the denial.
