Thursday, August 25, 2005

WOM wins out among college students

A fascinating study, Hard-Working College Students Generate Record Campus Wealth (pdf), from Alloy Marketing + Media and Harris Interactive found that "fully 91 percent of [college] students say they pay attention to the more nontraditional advertising method of word of mouth, with almost 70 percent of students who pay attention to ads saying that this most influences their purchasing decisions." This should be a wake-up call for how we do promotion in academic libraries. We need to give students the excuse and means to pass along their good library experiences to their friends.

Thanks to WOM Blog from WOMMA for the info. Check out WOMMA's site for word-of-mouth resources and tips you can use (their library and WOM 101 pages are good places to start).

No comments: