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Aug21
Manufactured Word-of-Mouth Marketing

Every marketing department dreams of generating word-of-mouth marketing to support its brand and products.  Staples (NASDAQ: SPLS) is taking a proactive approach by manufacturing word-of-mouth marketing through its Speak Easy program.Staples%20Speak%20Easy.jpg

The Staples Speak Easy program is very simple.  Staples invited Staples Rewards members to join the free program with the incentive of receiving new, free products before they appear on the shelves of Staples stores.  In exchange for getting free stuff, members are expected to talk about them with their friends, family, coworkers, etc.  In fact, Staples provides key talking points to Speak Easy members when they receive a new product.

What do you think about this new approach to generating word-of-mouth advertising and reaching influencers? 


4 Comments/Trackbacks




I think it seems a little fake.

The real key to WOM is making products that are worth talking about. You don't need to incentivise customers to talk about your product if your product is remarkable enough to talk about.

Having said that, if it generates some positive conversations about Staples, I guess they've acheived what they set out to do.

I have to agree with you, Ben. If the product isn't a good one, the "conversation agents" might be able to influence a few people and boost sales initially, but repeat purchases won't be forthcoming.

I recently bought a used car from a local Chrysler/Dodge dealership and they offer cash incentives for referrals. You better believe that when my in-laws are ready for their next vehicle purchase, I'll steer them that way. I'm not being completely self serving as I was treated very well by the dealership.

That sounds like a pretty underhanded aproach. I can see the free product in hope of word of mouth, but to provide talking points and to openly leverage guilt to get people to talk is not a very moral position.

The car dealership is not as bad as this, and when you are below a used car dealership, you may need to reassess your situation ;)

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