Brand Managers Now Go For Word Of Mouth

Economic Times:

Word-of-mouth marketing has always been a popular model in penetrating markets. Opinion leaders or influencers are now becoming a critical component in the marketing strategies of new product developers and existing brand influencers like bartenders, mechanics, gram panchayats, doctors and school teachers. Even barbers are being tapped to spread the brand message—so be it an entirely new category being created or deeper penetration by existing brands.

Ultra Motors marketing director Deba Ghoshal says for e-bikes a positive word of mouth is very important. Ultra Motors is working with municipal bodies and panchayats to set up charging stations and use them to spread the benefits of using an e-bike. “We realise that these bodies influence decisions in smaller towns. So, they are effective platforms to aggregate opinion about the product,” says Mr Ghoshal. For its B2B initiative, UMC is engaging delivery boys to propagate the cost effectiveness of e-bikes to the franchisee owners. More.