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SheSpeaks Presents Role of Word-of-Mouth in the Marketing Mix
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SheSpeaks Partners with Columbia Business School to Release Marketing Insights White Paper
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New York, October 16, 2008 -
SheSpeaks, the leading women’s insight and word-of-mouth network, is partnering with Columbia Business School to present “The Role of Word-of-Mouth in the Marketing Mix” at the 2008 BRITE Workshop, taking place on Thursday, October 16, at Alfred Lerner Hall in New York.
Aliza Freud, Founder and CEO of SheSpeaks, will discuss the value of online and offline word-of-mouth, based in part on the results of a recent SheSpeaks campaign for OPI’s Nic’s Sticks. The presentation will highlight female consumer insights and characteristics of online community membership, as well as compare the efficacy of word-of-mouth with that of other direct marketing vehicles.
“Marketers are increasingly looking to better define what word-of-mouth can do for their brands and determine how best to incorporate it into their broader marketing mix,” said Freud. “Brands are recognizing the value of online and offline direct brand-consumer exchanges, and seeing first-hand how these affect the bottom line. The question for many marketers now is how to execute targeted, opt-in marketing for optimal results.”
Comprised of a national network of nearly 100,000 engaged, influential women with a desire to participate in a conversation about the products, services and issues that matter to them, SheSpeaks is increasingly being tapped by marketers of all kinds. The recent campaign SheSpeaks managed for OPI’s Nic’s Stick nail polish generated close to 800,000 conversations and 160,000 unit sales, accounting for close to $850,000 in revenue for OPI.
The BRITE Workshop on Online Communities at Columbia Business School provides managers with the practical tools and knowledge to use online communities and social networks to drive growth and achieve key business objectives. Instructors will introduce key concepts and trends related to online communities, as well as identify case studies and best practices in leveraging these communities for business.
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