Speaker

Steve Knox

 



ABSTRACT:

Marketing's Holy Grail:
The Key Learnings Behind Word of Mouth

Market research studies from around the globe point to Word of Mouth as the most powerful and influential form of marketing. With so much attention and demand, why is it that marketers continue to miss the mark so often in their efforts to create Word of Mouth? Procter & Gamble Tremor believes that a new kind of understanding about consumers is the key to unlocking this opportunity.

This talk will focus on the key learning derived from 8 years of work and research by Procter & Gamble (the worlds leading advertising and market research company). At its core, Word of Mouth is about consumer to consumer conversations that are stimulated by a marketer. This talk will focus on the key principles that can be applied in any business situation. It will shine new light on key subjects such as:

- How do you uncover the consumer insight about what is shareable about your brand?
- What are the components of the message that consumer chooses to share
- Who are consumer catalysts for Word of Mouth?
- What are the fundamental cognitive drivers that cause consumers to talk?

These concepts will be illustrated with case studies from the many national programs run by Tremor.

BIO:


Steve Knox is the CEO of Tremor, an innovative Word of Mouth marketing service from Procter & Gamble. In this role he leads the development and application of the science of Word of Mouth to meet the needs of marketers inside and outside of P&G.

Steve is a 30 year veteran of P&G who has held a wide variety of sales and marketing roles. His previous assignments include leading customer and shopper marketing work on a global basis. He has been with Tremor since its inception in 2000.

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