15) Analyzing the Metrics and Lessons Learned from an Organized WOM Marketing Program: Matchstick's Wine Council of Ontario Product Seeding Program
A-Blog-a-Day Countdown to WOMMA's Word of Mouth Marketing Research Symposium in Washington, D.C., Dec. 11, 2006.
From WOMMA's soon-to-be-released book, Measuring Word of Mouth Volume 2:
Analyzing the Metrics and Lessons Learned from an Organized WOM Marketing Program: Matchstick's Wine Council of Ontario Product Seeding Program
Northeastern University students Nicholas Lamplough, Carrie Tropeano, and Ken Wieczerza, while enrolled in a special topics class on word of mouth, buzz, and viral marketing communication taught by Dr. Walter Carl, performed a case study analysis of a word of mouth marketing program contributed by Matchstick. The students' analysis provides a detailed description of the Wine Council of Ontario WOM program, its methodology, how word of mouth marketing principles were leveraged, how ROI metrics were used, and offers suggestions for future application.
Want to know more? Come see this paper presented at WOMMA's Research Symposium in Washington, D.C., Dec. 11, 2006.
