BzzAgent to Guarantee Word of Mouth Works
In either a desperate move to build buzz for a medium no one's talking about any more or a confidant move in support of its belief in word of mouth marketing, BzzAgent is offering advertisers a refund if their campaign with BzzAgent outperforms other media by 20 percent. To participate, brands must spend $300,000 across WOM and other media.
BzzAgent CEO Dave Balter said, "If there is one thing I've learned in the 100 million communications we've triggered, it's this: No medium rivals word of mouth when it comes to impact on awareness, opinion and sales. There's a reason this is a billion dollar industry - marketers have woken up to the sound of the consumer's voice."
That sounds like some seriously confident belief in the medium. Here's hoping he's right. For his sake.