Tag: word of mouth
Courtesy of www.uberburger.com
Over the years, we have seen quite a few high profile F&B failures in Singapore. They include Rainforest Cafe at Liang Court, Hello Kitty Cafe at Downtown East, and of course the numerous bubble tea shops whose bubbles have popped.
The latest casualty in the scene is Uber Burger. This uber upmarket joint has folded on 7 February 2007 barely 10 months after a much-heralded opening. Famous for their S$101 Wagyu Burger stuffed with truffles, foie gras and all things decadent, they claimed to offer unique mouth watering experiences that you can never get at cheaper chains.
I am currently reading the Secrets of Word-of-Mouth Marketing, a book by George Silverman, which I borrowed from the National Library. Fascinating stuff in there with some explanation of how one can make Word Of Mouth (WOM) marketing work.
Church of the Customer’s Ben McConnell pointed to this interesting bit of research by BIGresearch recently. Apparently, advertisers have been making all the wrong investments in mass media advertising when most people still relies on family and friends to give their recommendations on what to buy.
According to BIGresearch:
As more marketers seek to make media expenditures accountable to the bottom line growth of their company, the consumers in the survey don’t seem to be on the same page as advertising expenditures. When asked which media most influence their purchase decision for various product categories, consumers’ choices are rarely in line with advertisers expenditures.
The key premise is how aggressive marketing communications alone is no longer enough. You need to develop products that stand out from the competition – his proverbial purple cow as opposed to brown cows which are a dime a dozen. This would mean going to extremes, going after the less obvious, and getting people interested. Not through carpet bombing advertising but Word-of-Mouth.