One of our great FoETs (Friend of ExactTarget), Dan Heimbrock of Hyperdrive Interactive, addressed the troops today at MarketingSherpa's Email Summit '09 on the topic of "Email and Word of Mouth Marketing." Dan shared a case study of how Dreamfield's used email and WOM to promote it's low carb pasta that appeals to diabetics, low carb dieters, and people seeking higher fiber in their diet (and no, I wasn't paid for that plug--but I should have been!). To tap into the buzz about the product, recruit happy customers to spread the word, and translate it into tangible sales, Dan's team undertook several efforts including:
- Reaching out to "hives" within diabetic and other important communities to discuss, review & promote the product.
- Advertising within more traditional social networks that reach the target audience.
- A word-of-mouth email marketing series that included a "Brand Fan" invitation to receive a "Taste & Tell" WOM kit (product samples, recipes, coupon flyers to share, etc.)
- Viral coupon distribution
- Conversation with friends and family
- Driving enthusiastic consumers into groceries stores to get them to carry Dreamfield's (in fact, Dreamfield's shelf space in Giant Eagle stores is due to consumer advocacy!)
- Get enthusiasts to serve Dreamfield's to friends
Over 4,000 consumers are now involved in the Dreamfield's WOM program; moreover, permission remains at the heart of Dreamfield's efforts (music to my SUBSCRIBERS RULE! ears). Members of the program continue to spread the word, provide feedback, and advocate on behalf of Dreamfield's Pasta.One other interesting note--Dreamfield's realized pretty quickly that they had to address concerns in the medical community to educate them about how the product can be used to control glucose levels and be a healthy addition to their diabetic patients' diets. To address the medical community, Dreamfield's:
- Developed a specific communication program
- Offered a sample kit with unique branding that included product samples, patient education pamphlets, medical research, coupons, and recipes
- Created a dedicated microsite dealing with the medical aspects of the product
- Sponsored health care events
Thanks to all of these efforts, 53% of medical professionals participating in the program surveyed now say that they recommend Dreamfield's to their patients.
Kudos to Dreamfield's and the Hyperdrive Interactive team for the great results. I'd write more about their success, but for some reason, I'm feeling really hungry...
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