Dove started recently an original endorsement strategy on TV. The latest Dove commercials end with a 5" tag-on showing a pack shot of the promoted range + an endorsement from the current Dove users. E.g. "92% of all current Dove Deo consumers claim they would recommend this product to their best friend." The data comes from a questionnaire on Dove.com.
1 comment:
Interesting topic you bring on regarding the question "Would you recommend to a friend". Research showed that this question is far more important and a better predictor for growth of a company/brand than the standard survey-question "Can rate rate the satisfaction using our product?". One watch-out, when asking "Would you reccommend to a friend?", only the ones giving a really high score can be regarding as promoters. Why? Because if people would give a 6 or 7 on 10, it merely means they are "ok" with you product, you can bet there is another product which they give a 8/9/10. More on net promoters www.netpromoter.com
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