The consumer is screaming out for a wider selection of wines by the glass, according to new research.
Information compiled by industry market research company Wine Intelligence on behalf of wine specialists and suppliers Enotria, also found that customers are willing to spend an extra £5-10 on a bottle if staff recommend it.
A recent study of US and UK business executives by the Keller Fay Group found that word of mouth is far more influential than any other communication channels in B2B purchase decisions. On average, word of mouth has twice the influence of advertising, direct mail or press coverage in B2B circles.
The study also found that personal experience with a brand or service is by far the biggest catalyst for recommendation, with 86% of the executive’s word of mouth based on first-hand experience. 60% of word of mouth conversations include advice to buy try or consider a brand. The results clearly demonstrate that the value of face-to-face conversation and brand experience is as strong in the B2B world as it is in the B2C sector.
If we take a look at the likes of Facebook then word-of-mouth marketing clearly works when it comes to driving traffic to a website, but does it sell the product?
Marketers are predicting that word-of-mouth marketing is set to grow considerably over the coming years as brand marketers realise the benefits of encouraging consumers to talk about their products and services.
Everything You Need To Know About Word of Mouth Marketing by Andy Sernovitz.
Okay, here’s the quick version. Everything you wanted to know about word of mouth marketing but were afraid to ask. It all comes down to this: Happy customers are your best advertisers. If people like you and like what you do, they will tell their friends.
Lesson 1: The Definition Of Word Of Mouth Marketing