Paul Marsden

About Dr. Paul Marsden

  • Dr. Paul Marsden, a market researcher specializing in brand advocacy and innovation, is a director at online brainstorming agency clickadvisor. Previously with Enterprise LSE, the commercial arm of the London School of Economics, Dr. Marsden led the team that validated the link between the Net Promoter Score and business performance in the UK. With more than 15 years of research experience, including work with Astra-Zeneca, Dr. Marsden co-founded online research agency Brainjuicer.com and works with leading brands including LVMH, Bacardi, Coty, Nokia, T-Mobile and Unilever. Author of Connected Marketing and a PhD in word of mouth communication, Dr. Marsden is on the advisory boards of Word of Mouth Marketing Association and the Viral and Buzz Marketing Association.

« The Hawthorne Effect: How to Get a Salary Rise with NPS | Main | Promoters vs. Influencers: Follow the Money »

Comments

J Clampitt

So - the answer to the question about which half of an advertising budget is wasted remains elusive. Should advertising budgets be cut down to 10% of what has been spent in the past? Using the voter population for presidential elections, how could that 10% of voters who are political promoters be identified? How can the advertising budget be directed to them?

Paul Marsden

Great point! The half of advertising that is wasted is the half that tries to talk directly to your main target audience - the half that works is the half that is targeted at your existing promoters and gives them a reason to recommend!

On identifying political promoters, there are at least two solutions:

1) The Ultimate Question - ask voters how likely are you to recommend voting for [candidate] to a friend or colleague?

2) If that is too expensive, I'd simply use membership (or donors) of Democrat/Republican party as a proxy for promoters.

The point is that smart political campaigns should target promoters - not passives or 'undecideds'.

John Calkins


My new start up web based company is receiving thousands of hits per day. But it is not generating action for new sales, until the product is received by new customers. “Hotcookies.net / Better Way Mail” our vision is the web site to develop a cost effective and simple efficient operation for sales and marketing associate to send mail from any location with a laptop or phone. The business is being built with the goals of giving back, feed children in need and Green policy. Twenty percent of all profits are being given back and the concept of corporation using a central printing and mailing format will save on the use of paper. http://hotcookies would love to know our net promoter score?

Net Promoter Community

Numerous companies calculate their own Net Promoter Scores. Here is a link to the Net Promoter Conference blog with a number of case studies:

http://netpromoter.typepad.com/npc_miami_2008/

Other resources for embarking on your own Net Promoter program include the Net Promoter blogs:

http://www.netpromoter.com/blogs/index.php

And discussion forums (search on topics by using the "find" tab):

http://netpromoter.groupee.net/groupee/forums

Patrick

This is very similar to what Hugh has been saying over hear about how marketers should give cosumers social objects to pass on/talk about:

http://www.gapingvoid.com/Moveable_Type/archives/004730.html

BTW amazing blog/report !

The comments to this entry are closed.