More user-generated marketing

Neville Hobson reports on Firefox’s advertising campaign. User made commercials for the product and Firefox gave the best one a prize. The winners are here.

This campaign works on so many levels.

- It involves customer endorsement;
- It makes use of the customer’s understanding of the product – what they see as value (often different to what the marketeers might choose to stress);
- The campaign leverages the power of online endorsement, building Google ranking for Firefox.

Last night at the Mandrake Club I heard Simon Gulliford, ex-marketing director of Barclays Bank UK talking about how he make a Honda dealership a success. One notion to offer older drivers who were willing to demonstrate a model a £200 discount on their next car for every sale they achieved. One guy got 46 sales for them in a year. Not only was this cheaper than incentivising a salesman, it carried more weight. …