From the ad:tech session, "Workshop: Word of Mouth as a Media Channel: Designing Your Own Campaign."

No longer a discrete concept, word-of-mouth marketing has evolved into a media channel that complements traditional advertising programs. This session, targeted to strategic development, client services and creative professionals at advertising agencies and within marketing organizations, will inform attendees about the ways they can increase revenue and improve campaign performance by incorporating word of mouth into the media mix. After a brief overview of word-of-mouth basics, the presenter and audience will collaboratively plan a word-of-mouth campaign for a product chosen by one workshop attendee. The workshop will analyze how to select campaign volunteers, predict "triggers" for word of mouth and identify targets for word-of-mouth messaging. Bring your own idea for consideration! You could be the lucky one to gain invaluable word-of-mouth insight for your client.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Dave Balter, Founder and CEO, BzzAgent, Inc.

Format: 58:26, 27.3 MB, MP3