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Principle 2: Be Innovative

In: The Seven Principles of WOM and Buzz Marketing

Author

Listed:
  • Panos Mourdoukoutas

    (Long Island University)

  • George J. Siomkos

    (Athens University of Economics & Business)

Abstract

The cases of i-Pod and LCD TV sets underline and highlight the Second Principle of an effective WOM and buzz campaign: Be Innovative. Develop products that seduce the consumer fantasy by delivering better consumer value than conventional products in terms of cost, performance or both; and are consistent with emerging individual and group values or beliefs. Make products simple and easy for consumers to observe their advantages vis-à-vis competitive products; let them try and experiment; introduce new enhancements to keep their interest alive. One of the characteristics of every product that eventually crosses the tipping point is innovation, a number of distinct and separate features from those of conventional competing products that stir up emotion and desire, seducing consumer fantasy. Snapple is a naturally brewed tea with healthy ingredients that serves the needs of consumers better than conventional carbonated products, while Red Bull is an Asia-based energy drink adapted to Western tastes of energetic individuals. On the other hand, the digital audio tape (DAT) had neither advantage compared to CDs and DVDs and, as a result, never took off. The same is true for Motorola’s ROKR phone that tried to marry cellular phones with i-Pods. The devise was chunky and poorly designed, had no distinct advantages over competing models, and therefore, failed to stir consumer interest and desire.

Suggested Citation

  • Panos Mourdoukoutas & George J. Siomkos, 2009. "Principle 2: Be Innovative," Springer Books, in: The Seven Principles of WOM and Buzz Marketing, chapter 0, pages 19-26, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-02109-1_3
    DOI: 10.1007/978-3-642-02109-1_3
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