• by Tom Siebert , December 13, 2006

WASHINGTON, D.C.--While the Internet has begun to command the word-of-mouth marketplace, the majority of such conversations still take place offline, according to Ed Keller, CEO of the Keller Group.

Keller spoke during a breakout panel about "Offline Marketing" at the Word of Mouth Marketing Summit & Research Symposium. He said a study by his company, the Keller Fay Group, determined that 90% of WOM conversations are still spoken; 70% of them occur face to face; 19% happen on the phone, and only 4% and 3% occur on email or instant messaging, respectively.

The Internet, however, is key for inspiring WOM conversations. It's second only to television in spreading the word. TV inspires 11% of WOM conversations; the Net, 9%. All other media and activities fall far behind those two.

Also, in a poll of Americans, WOM is valued one-and-a-half times more than it was in 1970, and twice as much as traditional media.

Another panelist, David Clark, CEO of Talk Marketing, said companies that organize groups around non-compensated consumers find high rates of effectiveness from WOM programs. While they should not be paid, consumers should be allowed to keep products they test--since they enjoy being the first to know about new items or services and sharing this information with peers.

Guests to such groups are likely to return to more WOM sessions if they get to keep samples, participate in a raffle for a major product and/or are provided with significant savings coupons for a big-ticket product.

Events are also proven producers for effective WOM, said Dave Adler of BiZBash Media. One of the keys is that the event's host can control the message. Events are often more cost-effective than smaller gatherings, and can engage an entire organization. And if managed correctly, they can have a sensory impact that makes them particularly memorable for participants.

The panel also addressed the belief that advertising kills WOM because people don't want to talk about things they already know about. "What we've actually found," said Keller, "is that personal experience, plus a media reference-'I liked this product, then I read today in Consumer Reports'--is the most effective WOM."