When brainstorming groups of talkers, it’s important to think beyond the people who buy your stuff. Ferrari’s biggest talkers, for example, aren’t expensive car buyers, they’re the 15-year-old kids with posters on the wall. Your best talkers may be local cab drivers, waiters at area restaurants, or bellhops.
Gap got it right when they reached out to NYSE traders, introducing their new line of 1969 Premium Jeans. Here’s the article from New York Magazine:
Gap’s aggressive marketing push for its new 1969 denim line included sending jeans to a bunch of fashion bloggers, but also, apparently, Wall Street traders. On Friday, the company dressed 1,200 New York Stock Exchange traders in its new 1969 Premium Jeans. Gap only recently stopped losing money after months of double-digit losses, so now they just have to convince the financial community Gap shares are a smart investment. When the bell rang on Friday, Gap stock had climbed to $19.48 per share — the highest it’s been since last September. Free clothes do magical things.
The Lesson: Fresh topics represent only a portion of your word of mouth opportunities — great word of mouth marketers are always hunting for new talker groups as well.
Thanks to @emoran19 for sharing the story with us.
Photo via mediabistro.com
