WHERE DOES WOM FIT?
WOM marketing strategies can apply during any stage of a marketing cycle: a) Launch phase — when there is a need to build a low advocacy base b) Growth phase — when the advocacy base is stable, yet sales increases are needed c) Maintenance phase — when the product/service is profitable but there is a need to stave off competitors d) Repositioning — when an older product needs to be revived or a new use for an existing product is to be introduced e) Issues management/crisis management — when there is an opportunity to educate customers with facts about issues such as labeling, environmental awareness or when media attention has been raised f) Product performance management — typically crop protection and seed offerings generate some performance-related inquiries from customers. AgCall and Beck Ag have combined to offer a turnkey solution for their clients to manage these potentially negative situations and turn them into sales opportunities that can retain and even grow customer b
