• Insight into 15 - 34 years
• Cinema is the best medium for word of mouth
• Cinema and the internet, promoting combined campaigns

Cinema provides more word of mouth opportunities

 

Nowadays word of mouth has more influence than ever before, mainly due to the increased distrust amongst consumers of traditional marketing activity and the multiplicity of brand choices. Marketers are now realising the potential of word of mouth advocacy and how this relates to sales and brand performance. A study by the London School of Economics confirmed that word of mouth advocacy is linked to company growth in the UK , the more brand advocates you have, the higher your growth.

 

Of course word of mouth now stems beyond face-to-face communications to include communication via e-mail, mobile phones, chat rooms, blogs e.t.c. However a recent study by Millward Brown suggests that relatively few people use informal sources of online information (chat rooms, blogs e.t.c.) to actually influence their purchase decisions; what tends to be the most important influencer are friends, neighbours and colleagues as they are viewed as a more trusted source.

 

Touchpoints research demonstrates how heavy cinemagoers can play a key role in word of mouth marketing. Word of mouth activity goes hand-in-hand with social interaction. The recent Touchpoints survey shows that heavy cinemagoers tend to spend more time socialising and with friends than the general population, thus providing advertisers with a valuable audience to spread the good word about their brands. It is also encouraging to see that heavy cinemagoers are more likely to spend time with their friends at the weekend than heavy consumers of any other media thus further promoting cinema as the best media for word of mouth advocacy.