Once upon a time I found myself stranded at Gate 21 of Austin International Airport and joined colleague BJ in some people watching. After awhile, looking straight ahead, BJ said, "Can I ask you a question? Why is it that women always visit the ladies' room in packs?"
I was reminded of this when I read Steve Knox's remarks during the recent Ad Tech conference in San Francisco. Steve Knox has been with Proctor & Gamble for 27 years, and currently heads up the Tremor Divison for the company. According to Steve's bio, "Tremor has "cracked the code" on how to create nationally scalable, predicatable, and measureable word of mouth advocacy among teens."
What stood out was his announcement that Tremor will soon begin recruiting 400,000-600,000 mothers to join their program, expanding the "word-of-mouth" model beyond their existing base of teenagers.
Tremor knows that:1. In the end, final consumer choices are not all that different from those of men.
2. What’s different are the ways in which women collect information and make decisions.
According to W-Insight, women believe they learn the most about a new product or service from someone who already owns or uses it... and they prefer learning about it from other women. Women are 3 times more likely to recommend something to family, friends and colleagues.
With the myriad products that P&G offers, the only wonder here is that they didn't pick up on this "word-of-mother" opportunity earlier. Tremor? How about the San Andreas Fault!?
Mothers - the original, incomparable, BzzAgents.
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