DMR Launches Groundswell
July 2, 2013 at 5:15 PM (PT)
DMR/INTERACTIVE is launching GROUNDSWELL, a marketing strategy that combines a 360-degree approach with the power of in-person word-of-mouth. GROUNDSWELL specifically identifies the P1s who are the best brand advocates for the station through
DMR/Interactive's proprietary reporting and tracking system that identifies, tracks and influences the key brand advocates for each station.
"We regularly see brand advocates collectively sharing their favorite station with 4,000-6,000 of their family members, friends and co-workers," DMR/INTERACTIVE COO ANDREW CURRAN said. "Conversations around the water cooler have always been taking place, but with GROUNDSWELL, stations are no longer left to guess who their best brand advocates are. We literally provide them a list."
During the first half of 2013, clients who used WOM amplification saw a 15-25% increase in their audience engagement. In addition, based on data analysis and reporting, two-thirds of these connections are new database members and 75-80% are in the station’s core demo, which further demonstrates the strength of audience amplification.
What's more, recent research indicate that 90% of WOM marketing is still taking place offline; DMR/Interactive will release the radio industry’s first-ever WOM research project that tracks the sharing patterns and the power of audience amplification across markets and formats.
For more information and details on GROUNDSWELL including market availability, please visit www.dmrinteractive.com/groundswell