Transcript Brand Communities and Word of Mouth Marketing

Brand Communities and Word of
Mouth Marketing
Jason Wilde
James Buckles
Mike Mitchell
Brand Community
• A group of consumers who share a set of
social relationships based upon usage or
interest in a product.
– Bud Light Pool Party
WOM Marketing
WOM: product
information
transmitted by
individuals to
individuals
– More reliable
form of
marketing
– Influences twothirds of all
sales
WOM Marketing Continued…
• Jason heard about Bud Light pool party
• Now he is attending
• Both Hard Rock in Vegas and Bud Light are
making money off of Jason and his friends.
• This was done all through “Word of Mouth”
• Many more examples…
Reference Groups
Membership reference groups: people the
consumer actually knows
– Advertisers use “ordinary people”
Aspirational reference groups: people the
consumer doesn’t know but admires
– Advertisers use celebrity spokespeople
Interesting Fact….
When looking for an "Oregon” Bud Light can this
appeared…
The End…
References
• https://www.seeuthere.com/eps/event/micro
site/previewinvitation.asp?pagetype=CUSTOM
PAGE&CustomPageid=/454280
• http://www.charlestoncitypaper.com/charlest
on/BudLightWorldsLargestPoolParty/Page