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.
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?
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.
Posted by: Ben Rowe | August 21, 2007 9:56 PM | Permalink to Comment