Procter & Gamble is beginning to think that the sound of two moms talking to each other might be a more powerful communication vehicle than TV ads. The consumer products giant conducted research in
the U.K. that showed a mother talking about a product sets off a chain reaction that will eventually involve 1,000 mothers in the discussion. At the start of the decade, it assumed that such a
conversation would only involve 200 mothers. "I think it is largely because of the availability of technology," said Gianni Ciserani, P&G managing director for the UK and Ireland. "In the past, you
had to go to the park and find another mom and tell her. Now they go into a chat room or copy an e-mail to a list of friends." The company is looking at alternate ways to connect with its customers in
an era when most experts say the power and reach of traditional television advertising is waning. P&G is employing targeted marketing efforts in the U.K. that focus on winning the affection of people
to whom other people pay attention--what it calls "ambassadors." "If you get to the early adopters they can become spokesmen for you," Ciserani says. "You have to find out who are these ambassadors,
who is willing to be an ambassador and you have to contact them."
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