Week 6 Idea Dissemination

Normally, people will evaluate products or services before they decide to try them. They will more tend to believe the positive comments. They will bring positive attitude or positive mood to the shop if the shop reviews and recommendation are positively.

Word of mouth is a free form of advertisement or promotion. With the continuous popularization of network technology, the value of internet word of mouth marketing will become more significant. According to a Nielsen study, 92% of consumers believe suggestions from friends and family more than they do advertising.One of the important thing is world of mouth doesn’t stop after one interaction, it spread from one person to one person based on people recommendation and also triggered by event or campaign the consumers experiences. In contrast, negative comments also can be spread very fast as negative comments. If the products or service do not live up to consumers’ expectation, they might be disappointed and disseminate negative comments about company.

Starbucks, an American coffee company and coffee-chain worldwide, is the best example of Word of Mouth. They are focusing to create the third place for everyone to work and home. Their mission is to inspire and nurture the human spirit, one person, one cup and one neighborhood at a time. Their values include to create a culture of warmth and belonging, where everyone is welcome. People can enjoy their food or beverages in a comfortable environment.

Furthermore, Starbucks have some special service such as customize their coffee cup name, always provide different design of Starbucks card indifferent season for instance, they will sell Valentine day design Starbucks card to customers. And also, during Christmas, they will come out unique Christmas design cup for customers. Starbucks also have campaign such as Happy Hour to buy one get one free on selected date.

Customers who experienced these services will disseminate information to their family, friend or public. However, the positive word of mouth from customers not only drives more customers to Starbucks, but also set high reputation that brought the big brand dissemination effect.

Digital marketing affect the whole market due to the rapid development of Internet. Digital marketing include all marketing efforts, for instance advertisements and short video which are included in video content. Short video platforms became popular among young and middle generation.

Nowadays, people share their daily lives stories by taking a short video. I believe that most of you have heard about the Dove “Real Beauty Sketches” Campaign before. The aim of the campaign was to show the women that they are more beautiful than they think. An FBI-trained sketch artist Gil Zamora was shown sketching two portraits of women based on the description given by them and on how they were perceived by strangers.

It was one of the successful case of viral marketing. Viral Marketing is a business strategy that which is able to generate interest of a brand or product through messages that spread like a virus, quickly disseminate information from person to person. In Dove “Real Beauty Sketches” Campaign, several women describe themselves to a artist who cannot see his subjects. The same women are then described by strangers whom they met the previous day. 

The campaign became viral as it could engage to the customers emotionally. This video was fascinating without pushing the products. Furthermore, this advertisement are encouraging to the women that they are more beautiful than they think. It allowed women, awake the feelings of confidence and warmth. Empowerment is an important tool that can increase brand image and awareness of the company.

After this film upload online in April 2013, it quickly going viral. More than 15 million people downloaded the video within a week of its release.

https://www.youtube.com/watch?v=XpaOjMXyJGk

To conclude, by adopting some of the elements such as triggers and emotional, Dove spread the idea of its audience. In addition, Dove build a long term relationship with customers that make them memorable and become customers’ favorite shower product.

I hope my blog gives you a better understanding on Idea Dissemination, and feel free to leave comments or reviews to my blog.

Reference
1. https://www.impactbnd.com/blog/word-of-mouth-marketing-strategies-infographic

2. https://www.socialmediatoday.com/marketing/why-word-mouth-marketing-so-important

3. https://awario.com/blog/starbucks-best-and-worst-marketing-campaigns/

4. https://medium.com/rta902/starbucks-marketing-c61272fb25f8