I Sold It Through The Grapevine

In the article "I Sold It Through The Grapevine", from Business Week Magazine, it is shown how P&G has aggressively engaged in word-of-mouth marketing program for mothers called Vocalpoint targeting messages moms will want to share, including samples, coupons, and a chance to share their own opinions with P&G.

"We know that the most powerful form of marketing is an advocacy message from a trusted friend," says Steve Knox, Vocalpoint's CEO.

Is this kind of marketer-controlled conversations still word of mouth ? Would you trust a friend's recommendation if you know she is getting paid or receive benefits for recommending the products ?

These are few of interesting questions from Kim Klaver's blog in her article "Should the P&G moms disclose they're "on the take"?

I think Klaver's got an interesting point here: "...Vocalpoint also raises a serious ethical issue: Should the person spreading the product message disclose her affiliation?"

Personally I think transparency is absolutely mandatory. That does not mean that I would not buy a product a friend is recommending just because she got incentives. I even think it is a good idea to help friends, particularly SAHM (Stay At Home Moms) to get paid for doing basically the same job as a corporate marketer. I guess most of my friends will support my opinion and I think moms are smarter and more aware of marketing strategies than most marketing executives think !

I have not read the book yet but when I do, I will try to make a review on Martha Barletta's book on Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment

I think it will be interesting to have a perspective on gender marketing in Japan vs USA and will try to find something on this topic.

Anne