How negative word-of-mouth marketing can lead to more sales QSRweb.com As the report, "The Positive Power of Negative Word-of-Mouth," puts it, "The very instance of negative engagement is both a warning and, when best practices are employed, an...
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Week 8- Direct marketing and consumer engagement
This article was particularly interesting as it used an intriguing example throughout. It elaborates how negative word-of-mouth from consumers can be converted into a positive marketing regime to increase activity and sales. LoyaltyOne operates an Air Miles Reward Programme, when controversial changes were made they were able to establish that the most vocal customers were the most valuable and had an emotional connection to the brand. Actively corresponding with these passionate customers to answer questions, clarify details and remind consumers of the company’s attractive core values increased collection activity by 36%. This just shows that if there are sufficient resources to directly respond to consumer concerns in a timely and genuine fashion then negative publicity can be converted into successful consumer engagement. To me this article just further highlights the importance of coordination with respect to IMC, direct marketing and consumer engagement and that any communication can be tailored to improve business.