Face-to-Face Beats Social as Top WOM Engine
copyright, 2016, Debbi A. Ballard All rights reserved worldwide.
MLM (network marketing) has its roots in face-to-face WOM (word of mouth) marketing. This has been the foundational engine that has catapulted the direct selling industry into a $185 billion industry worldwide.
Research on WOM illustrates how face-to-face beats social as top WOM engine among those aged 18-49.
Developing trustworthy personal relationships is the key to maximizing customer acquisition and retention. This is also true when it comes to recruiting and retaining independent reps. Nothing is more powerful in facilitating and cementing those personal relationships than face-to-face interactions.
The staff at MarketingCharts.com reported that research by the Keller Fay Group found that 71% of Millennials word-of-mouth impressions about brands resulted from face-to-face conversations with only 3% from social media. In addition another study by MarketingCharts itself found that recommendations from friends and family had the greatest purchase influence for both Millennials (18-34) and Gen Xers (35-49).
Regardless of your position in the industry, this is important research that should be shared with corporate management and all associated independent reps. While the effective integration of offline and online strategies and tactics will always reign supreme, the MLM industry should never forget its roots.
Face-to-face marketing was, and remains today, a powerful, effective WOM engine. And yes, even when compared to social media online, face-to-face beats social as the top WOM engine among those aged 18-49. Now make sure you share this with your team today!
Reference: https://www.marketingcharts.com/traditional/face-to-face-tops-social/
Debbi A. Ballard introduced the world’s first comprehensive marketing and management consulting services for start-ups and established multinational firms in the MLM (network marketing) industry. A consultant, speaker, author and expert witness, she is considered a trusted authority and visionary in that industry. She is also recognized for her innovation and leadership relating to the convergence issues that impact network marketing and affiliate marketing. Thousands of corporate owners, managers, networkers, and affiliates subscribe to her firm’s complimentary newsletter, MyNetBrief(tm), for news, research and valuable tips.
About the Author: MLM Consultant, Expert Witness, Author, Blogger, Speaker and CEO of International Network Liaison Corporation...but more importantly, wife, mother, daughter, aunt, cousin and friend.
