Brand Communities and Word of Mouth Marketing

1. Brand Communities and Word of Mouth Marketing Jason Wilde James Buckles Mike Mitchell

2. Brand Community • A group of consumers who share a set of social relationships based upon usage or interest in a product. • Bud Light Pool Party

3. WOM Marketing WOM: product information transmitted by individuals to individuals • More reliable form of marketing • Influences two-thirds of all sales

4. WOM Marketing Continued… • Jason heard about Bud Light pool party • Now he is attending • Both Hard Rock in Vegas and Bud Light are making money off of Jason and his friends. • This was done all through “Word of Mouth” • Many more examples…

5. Reference Groups Membership reference groups: people the consumer actually knows • Advertisers use “ordinary people” Aspirational reference groups: people the consumer doesn’t know but admires • Advertisers use celebrity spokespeople

6. Interesting Fact…. When looking for an "Oregon” Bud Light can this appeared…

8. The End…

9. References • https://www.seeuthere.com/eps/event/microsite/previewinvitation.asp?pagetype=CUSTOMPAGE&CustomPageid=/454280 • http://www.charlestoncitypaper.com/charleston/BudLightWorldsLargestPoolParty/Page