Cleveland, OH (PRWEB) August 16, 2009
Seventy percent of consumers rate word-of-mouth opinions posted online as the most trusted form of advertising. WOMfire is a new social marketing company that helps brands and products capitalize on the millions of conversations already taking place online. "Brands have lost control of their message," says Howard Zoss, WOMfire president. "Consumers now have a voice via blogs and message boards and are shaping brand images through millions and millions of conversations every day. By listening and taking an open, active role, brands and products can influence these word-of-mouth conversations." While brands may never gain 100% control in the social environment, they can certainly direct the conversations.
Currently, as part of a digital campaign to introduce Krylon Spray Stain, WOMfire blogging efforts increased purchase intent by double digits. In addition, numerous online DIY bloggers have posted reviews and even 9 minute how-to videos using the new product. "We take an open, genuine approach to online bloggers, influencers and thought leaders," states Zoss. "We present them with product, its attributes and ask them for their honest opinion if they are interested. Our role is to start a thousand little fires. From there, the conversations expand exponentially," concludes Zoss. WOMfire's success can be traced to its targeting ability. The company's principals have decades of media experience on major brands, which provides the insight to reach the right influencers, on the right online platforms and venues to yield the highest potential users and conversations.
For Dutch Boy's "My House Stinks" campaign, WOMfire efforts have generated over 3 million conversations and impressions over 4 months. And social marketing isn't just confined to consumer products. In a business-to-business campaign directed at architects for Pratt & Lambert paints, WOMfire has used bloggers, Facebook, and Twitter to drive double digit increases in awareness, purchase intent and the brand's "green" image. "We have over 1,500 architects following our information posts on Twitter every day," says Zoss. "We provide them with information they need to do their jobs, and that puts Pratt & Lambert in the forefront of their minds as they spec paint every day."
WOMfire has recently launched social marketing campaigns for three Moen products. For bath accessories, WOMfire will help drive traffic to big box retailers for the purchase of curved shower rods, towel bars and toilet tank levers. A MirrorscapesTM campaign will target DIYers to purchase this innovative new product online at Moen's website. And a business-to-business effort against audio/video installers will introduce SecureMountTM Anchors in this channel.
WOMfire uses a multi-faceted, qualitative and quantitative approach to constantly measure and adjust client campaigns, including number of posts and quality of the influencer, impressions generated by platform, engagement and time spent with brand, and ultimately site and sales metrics. "Everyone is looking for the magic social marketing bullet," says Zoss. "The fact is: there isn't just one. It's about jumping into the space, testing a lot of different little things, and responding quickly and intelligently where the fires catch."
Based in Cleveland, WOMfire also has offices in Detroit, Atlanta, and Tampa.