The recommendation wins hands down, every time. That’s because a recommendation from a friend is a far more trusted source of information than a paid advertisement.
We know that intuitively, but a new report from Nielsen finds that consumers trust in word-of-mouth appeals has increased dramatically: 18% since 2007. By comparison, consumers trust in paid television and radio advertising has fallen by 25% or more.
According to Nielsen, “92% percent of consumers around the world say they trust…word-of-mouth and recommendations from friends and family, above all other forms of advertising.” What puzzles me is why more groups and business don’t jump on this bandwagon and get their people talking!
The Amputee Coalition is an organization using word-of-mouth to raise awareness. During April, the group has recruited hundreds of companies, medical professionals and individuals to distribute educational materials in their community. The group is hoping to distribute 1 million cards and generate just as many conversations.
A campaign like this also keeps members engaged with the organization. All-too-often the only time someone hears from a group is when they’re looking for a handout. Studies show that the more a volunteer is engaged with a group’s mission, the more money they will give to that group. Talk about a no-brainer!
Filed under: Uncategorized | Tagged: Amputee Coalition, Case Study, Global Trust in Advertising and Brand Messages, grassroots communications, joe lamountain, joseph lamountain, mimi carter, nielsen, report, sparklight communications, WOM, word of mouth |