Brand Communities and Word of Mouth Marketing Jason Wilde James Buckles Mike Mitchell.

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Presentation transcript:

Brand Communities and Word of Mouth Marketing Jason Wilde James Buckles Mike Mitchell

Brand Community A group of consumers who share a set of social relationships based upon usage or interest in a product. – Bud Light Pool Party Bud Light Pool Party

WOM Marketing WOM: product information transmitted by individuals to individuals – More reliable form of marketing – Influences two- thirds of all sales

WOM Marketing Continued… Jason heard about Bud Light pool party Now he is attending Both Hard Rock in Vegas and Bud Light are making money off of Jason and his friends. This was done all through “Word of Mouth” Many more examples…

Reference Groups Membership reference groups: people the consumer actually knows – Advertisers use “ordinary people”“ordinary people” Aspirational reference groups: people the consumer doesn’t know but admires – Advertisers use celebrity spokespeoplecelebrity

Interesting Fact…. When looking for an "Oregon” Bud Light can this appeared…

The End…

References site/previewinvitation.asp?pagetype=CUSTOM PAGE&CustomPageid=/ site/previewinvitation.asp?pagetype=CUSTOM PAGE&CustomPageid=/ on/BudLightWorldsLargestPoolParty/Page on/BudLightWorldsLargestPoolParty/Page

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