Word of Mouth Advertising Still Works

If I like a product and I tell my baby boomer girlfriends, chances are pretty good that they will try the product at least once.  That’s the power of word-of-mouth advertising.  It’s one of the most powerful means of advertising.  Why?  Because a girlfriend’s recommendation is a trusted source.

A new study out indicates that fact.  Prevention Magazine teamed up with the Keller Fay Group to study the influence of WOM.  The study, involving some 14,000 women, found that baby boomer women have a higher quality of WOM than younger women.  This means, what boomer women say is more credible and we’re more likely to pass on each other’s recommendations.  We’re also more likely to purchase based on those recommendations.

Beauty and Personal Care products seem to stimulate the most conversation among baby boomer women according to the survey. The top 10 beauty brands talked about are: 1. Olay, 2. Dove, 3. Avon, 4. Pantene, 5. Suave, 6. Bath & Body Works, 7. Mary Kay, 8. Crest, 9. L’Oreal, and 10. Revlon.   

Another interesting piece of information to come out of the survey was the top 10 packaged brands we supposedly talk about:  1. Kraft, 2. Stouffers, 3. Campbell’s, 4. Lean Cuisine, 5. Kellogg’s, 6. Tyson, 7. Weight Watchers, 8. Gerber, 9. Healthy Choice, and 10. Betty Crocker.

While word-of-mouth advertising is effective, it can also have an opposite impact.  Companies on this list must stand up and take notice as to what boomer women are interested in and they must listen to our voices.  That means making a conscious effort to advertise to us directly and not rely on a survey.  Show us you KNOW us because word-of- mouth can also lead to BOYCOTTS!