Jason Stewart is the co-founder and MD of HaveYouHeard (www.haveyouheard.co.za), South Africa's first specialist word-of-mouth marketing (WOMM) agency. Jason attended Red & Yellow School of Advertising, where he obtained a postgraduate higher diploma in marketing and advertising communications management and later went on to work abroad in Nigeria and the UK. Contact Jason on tel +27 (0)21 812 2653, email and follow @HaveYouHeard_SA on Twitter.
Jason Stewart is the co-founder and MD of HaveYouHeard (www.haveyouheard.co.za), South Africa's first specialist word-of-mouth marketing (WOMM) agency.
Jason attended Red & Yellow School of Advertising, where he obtained a postgraduate higher diploma in marketing and advertising communications management and later went on to work abroad in Nigeria and the UK.
Contact Jason on tel +27 (0)21 812 2653, email and follow @HaveYouHeard_SA on Twitter.
[Jason Stewart] There is much more of a focus on saving and spending wisely than there was three years ago. Yet this has balanced out with another trend in purchasing select 'status brands'. Both trends are prevalent in townships too. There is also generally a lot of excitement when the topic of social media comes up, but the reality is that economics and infrastructure are still lagging too far behind our capabilities. (video)
[Jason Stewart] As outlined in previous articles, we are all influenced by peer pressure. We take cues from people we respect as 'experts in any given field' - whether it's our mom for household goods, our uncle the mechanic regarding what car to buy or our best friend, the style diva on what clothes to wear. We also look to high-profile people - those who get a lot of attention who could be national celebrities or else just well-known individuals. We are constantly absorbing what others are doing. (video)
[Jason Stewart] In a recent conversation I was told, "Just because I am poor, it doesn't mean I have to look poor." We know that township aspirations are very high. Ask anyone in Gugulethu or Khayelitsha what brands they prefer and you will most likely hear the likes of "Gucci, Armani, Fabiani, Country Road etc." (video)
[Jason Stewart] Our purchase decisions are largely made by proxy - by our peers, rather than directly by ourselves. Peer pressure is a key component to why we buy whatever, irrespective of our age. We always try to make what we believe is the right decision in the eyes of others regarding the brands we use. (video)
[Jason Stewart] The age-old saying that Word of Mouth (WoM) is the best form of advertising still rings true to this day as we now know, more than ever before, that personal recommendations from our friends have the highest impact on our purchasing decisions.
[Jason Stewart] When it comes to branding in 2012, 'talkability' is currently one of the hottest topics internationally. It's consequently one of the most important questions which a brand custodian should be asking themselves today.
[Jason Stewart] I'm going to be sharing my agency's step-by-step process on how to combat negative word of mouth (WOM) in two consecutive articles. This first article looks at sustained negative word of WOM and how to effectively deal with it.
[Jason Stewart] Word of mouth is very much experience-based: yours or someone else's. We love stories. They grip us. We can visualise scenarios and place ourselves in the same situation, but, most importantly, we start to believe in them.
[Jason Stewart] When people talk excitedly about your products or services, they are a powerful magnet for attracting new customers and driving sales. Here are nine easy steps to word-of mouth marketing (WoMM).
[Jason Stewart] Many businesspeople realise that, from a marketing perspective, word of mouth (WOM) is the most influential force with respect to how your consumers view your brand, especially regarding the decision of whether to purchase or not. But what's less known is how to stimulate WOM for your brand - and that's the focus of this article.