” Nor do customers make referrals if they don’t feel much attachment to the product, which is the case with many categories in fast-moving consumer goods markets.” This quote from the last HBR article I was mentioning in one of my earlier posts struck me as another element that the authors were not fully taking into account: the power of the influencers to create spontaneous word of mouth leading to engage more profitable customers through their peer communities, using their favorite social network or their blog to discuss a lot of their daily products, eatable or not.
And browsing through the Digital Bulletin news, I can’t help but just give an other example of those consumers truly demonstrating their affection for, yeah, …a food spread, this time. In February, Marmite launched a Facebook group so that members can declare their affection -or hate- for the spread product. By the time Digital Bulletin released the news the group counted 1,367 fans. As of my writing, there’s now around 43.000 fans posting a 1160 or so wall posts and participating in discussion groups on topics as different as their favorite recipes, questions on where they can buy the product and remembrance of their weirdest sexual experiments.
I have to admit I hate Marmite…, but regardless: this can’t just be about the product right? Feelings and stories give it true substance to become a cross generation sweet taste of love.
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