Campaign overview:
MGH helped to develop a long-term student expert/focus group network – called the TI Insiders – composed of over 50 top math students from around the nation. To support the campaign, MGH designed and programmed TI-Insiders.com – a private, message board style site that allows students to communicate with one another and with Texas [...]
Archive | August, 2007
CASE STUDY: TEXAS INSTRUMENTS
CASE STUDY: PFIZER ANIMAL HEALTH – SLENTROL
Campaign overview:
To support the launch of Pfizer Animal Health’s first weight-loss drug for dogs, MGH developed the National Canine Weight Check (NCWC) campaign, allowing dog owners to bring their pets into local vets for a free weight assessment. A microsite was developed (stopcanineobesity.com), with canine health information, a “find-a-vet” tool, and an interactive weight quiz. [...]
ACTIVE TALKERS- GLOSSARY DEFINITIONS
Those within a given community who are most vocal and active. These individuals are generally considered to be influential, and are highly sought after in developing ambassador programs and in targeting online communities.
HONEST- GLOSSARY DEFINITIONS
The act of being open and transparent within a WOM campaign. Truthfulness is significant in maintaining a positive reputation among consumers, and is thought of as being one of the most important aspects of word of mouth
WOM ON A TIGHT BUDGET
Because we’re all on one, we’ve assembled a list of MGH’s top 5 ways to WOM on a tight budget.
IMPROVE YOUR WOM STATUS TODAY… EVEN IF YOUR WALLET’S EMPTY
Posting information and participating in an internet-based community (social networking site, forum or group) is a great [...]
ENGAGING CONSUMERS- GLOSSARY DEFINITIONS
The act of involving customers – potential or current – in some form. Within WOM, this includes having active dialog with your customer base and including them in the future direction of your organization.
A UNIQUELY INTEGRATED APPROACH TO MAKING YOUR OWN WOM
By its very nature, word of mouth communication is a shepherd’s pie of mixed mediums and varied marketing tactics. Here’s a smattering of do’s and don’ts in case you want to build your own word of mouth practice. (Of course, we’d prefer you use MGH’s!)
WHAT NOT TO DO:
Spend 15 hours developing a kitschy, barely [...]
MEASURABLE- GLOSSARY DEFINITIONS
The ability to collect and analyze data within a campaign to prove a return on investment.
WOM QUIZ: WHEN TO USE WORD OF MOUTH
So, if you’ve been reading this blog and are toying with the idea of putting your words (or your money) where your mouth is…it’s time for you to take our MGH WOM QUIZ.
Just answer yes or no to these simple questions and count your “yes” responses. Our handy “what next?” chart will give you [...]
PASS-ALONG- GLOSSARY DEFINITION
An object or content that can be shared from one consumer to another.
DATA- GLOSSARY DEFINITIONS
User-based information collected form word of mouth campaigns. The figures are used to analyze the success or make adjustments to ongoing or future campaigns.
WOMMER COOLER
So I was standing at the sink in the office kitchen (which is loaded with fat-building snacks) and got sucked into a conversation with a girl who was pleasantly pounding a 20 oz cup of steamy Chocochino. As the self-appointed office diet czar, I felt a duty to share my secret afternoon sweet tooth remedy [...]
