Keller Fay Group launches continuous word of mouth measurement programme for brands
The Keller Fay Group has today announced the launch of its TalkTrack word of mouth measurement programme on an ongoing basis in the UK, which will track conversations about brands.
TalkTrack will analyse more than 250,000 brand conversations annually across all major consumer categories, both online and offline.
Steve Thomson, UK MD of Keller Fay, said: “The importance of word of mouth and its ability to drive sales and brand health have been proven many times. But to date, there has been no ongoing system for 'listening' to all brand-related conversations across all channels or one that is representative of the total population. TalkTrack(R) Britain fills that void, giving marketers a comprehensive snapshot of brand conversations and clear strategies for getting your brand talked about.”
The company revealed that early results from the TalkTrack Britain survey showed that around two-thirds of conversations about brands are "mostly positive," with more than one-third of WOM with an active recommendation to buy or try a brand/product.
It was also found that 81% of word of mouth takes place face-to-face, 10% is via phone and 9% is online (including e-mail, texting, and social networking sites). The average Briton discusses 10 brands per day.
Initial clients for the service include Carat, Omnicom Media Group (OMD, PHD, Brand Science) and ESPN.
Mark Greenstreet, joint MD of Aegis Media's AEvolve Unit, said: “Carat is excited to be a launch supporter of the TalkTrack(R) initiative. It will provide us valuable Insight into how bought and owned communications drive the earned media of face to face conversations in addition to our existing online and mobile social media measurement tools.”