Americans are bombarded with intrusive advertisements. In response, shell-shocked consumers have embraced the mute button on remote controls, spam filters, digital video recording devices and popup blockers. Advertisements that penetrate the growing array of defensive shields are perceived to be less than credible. 

As a result, marketers are increasingly relying on stealth advertising. Viral marketing has a better chance of reaching intended targets and is deemed to be more legitimate than traditional means of advertising. In fact, according to a report from McKinsey & Company, 67% of sales of U.S. consumer goods are now influenced by word of mouth. 

Today, there are many delivery systems for fanning the flames of word of mouth marketing. Podcasts, social media tools, video games, online video vignettes and blogs are all tools that can accelerate buzz marketing. 

Use of these new age viral tools is not an elixir. These tools are optimally deployed in conjunction with traditional media and PR campaigns. Their effectiveness must be routinely measured in order to achieve maximum returns on viral marketing initiatives. Finally, crossing the ethical line of too tightly controlling the message can viciously backfire. 

Don’t miss this unique opportunity to discover best practices for seeding, spreading, amplifying and measuring word of mouth marketing initiatives. Listen to marketing professionals from some of the nation’s largest advertisers as well as other industry authorities share their thoughts for conducting the most effective word of mouth marketing campaigns.

Whisper Campaigns Pack the Fury of Hurricanes
When Impacting Marketing Initiatives

The most powerful medium for spreading messages does not require amplifiers or electronic relay stations, rather just the human voice. Gossip taints many a reputation. Political jokes tarnish candidates. Rumors reshape the history we learn. Whisper numbers cause stock prices to gyrate dramatically. 

Some of the best companies are reconfiguring their business models by eliminating traditional advertising campaigns and investing such funds to producing a fundamentally better product. Genuine customer satisfaction turns patrons into evangelists. This strategy is working for companies such as Starbucks, Amazon.com and JetBlue. 

Leading industry authorities from the nation’s largest advertisers and renowned advertising and marketing authorities will discuss the most effective methods for advertising products via word of mouth at The Wall Street Transcript’s 2006 Igniting Buzz Conference on February 27 in San Francisco. 

Attendees will primarily include senior marketing executives from some of America’s largest companies. With networking breaks and receptions built into the conference agenda, you will have plenty of opportunities to forge new professional relationships. 

We have assembled a unique conference that will arm you with strategies for developing, executing and measuring the impact of sensational word of mouth marketing campaigns. Don’t miss this unique opportunity to learn best practices for Maximizing Returns on Viral Marketing Campaigns. We look forward to seeing you on February 27 in San Francisco.

David Wanetick
Managing Director
Gateway Reports & The Wall Street Transcript