Tell a friend

By Kristoffer Bohmann, Bohmann Usability

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Tell a friend. Brands can engineer human curiosity through a set of marketing initiatives during product launch. All the initiatives have one central goal: make sure potential buyers hear about the product. One option is to spread the word by announcing the upcoming product through retailers, industry observers, and other indirect channels. Another is the use of a sig file in emails. The technique, sometimes called viral marketing, is currently being used to promote the movie A.I. (see also community site and homepages related to the movie).

Customers will start talking about the product, or at least pay attention to it, if it is found interesting enough. Small talk makes people curious. Curiosity creates attention. Attention creates options to sell.

Probably the most important effect of successful word of mouth is increased customer-acceptance of the product. Orders may even roll in before the product is launched. Ecommerce sites can support the process by accepting orders before the product is launched and by providing a way for customers to be informed when the product is online.

Kristoffer Bohmann

Tell a friend

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